AJ
AJ’s passion for luxury timepieces began at the young age of 15 when he started sourcing watches for his family. What began as a hobby soon evolved into a deep understanding of the luxury market, leading him to found Asset Appeal in 2020. With years of experience and a commitment to quality, AJ built the foundation of the company with one key principle: to offer clients an exceptional experience, driven by trust and expertise.
His approach goes beyond simply offering rare timepieces and fine jewelry. AJ’s focus is on creating lasting relationships with clients, treating every transaction with the same care and attention as if it were his own. Through his leadership, Asset Appeal has become a trusted name in the luxury watch and jewelry industry, known for its personalized service and dedication to excellence.
Jacob
Jacob found his way into watches in 2017, starting the way most collectors do — sourcing, flipping, and spending way too much time studying the secondary market. What started as a side business turned into a genuine obsession with the craftsmanship, history, and investment value that makes luxury timepieces unlike anything else. Before watches, he spent years in hospitality and gaming, where trust and client experience aren't buzzwords — they're the job. That background stuck.
As a partner at Asset Appeal, Jacob focuses on sourcing inventory, growing client relationships, and expanding the brand's reach in the luxury watch space. Whether you're buying your first serious piece or adding to an established collection, he makes sure the process feels personal, not transactional.
Celeste
Celeste’s background in digital marketing and operations has played a pivotal role in shaping the growth and success of Asset Appeal. Before joining the company full-time as Chief Operating Officer, Celeste had led major operational and rebranding initiatives for multi-million dollar ventures. Her expertise in refining processes and creating seamless customer experiences has been instrumental in elevating Asset Appeal to its current position as a leading name in luxury watches and jewelry.
With a focus on efficiency and client satisfaction, Celeste ensures that every aspect of Asset Appeal operates smoothly, providing clients with a seamless and personalized experience. Her strategic vision has helped guide the company’s expansion, ensuring that it continues to evolve and stay at the forefront of the luxury market.