AJ
AJ’s entrepreneurial journey began at just 12 years old, buying & selling collectibles and specialty products. By 14, he had expanded into luxury and closeout goods, developing an early instinct for sourcing, value, & opportunity.
His professional career later led him into residential & commercial finance, followed by venture capital, where he worked with growing businesses on strategy, expansion, & brand development. Throughout that time, AJ continued sourcing luxury watches for friends & family, further developing his knowledge & passion for watches, jewelry, automobiles, and the broader luxury market.
In 2020, AJ turned that lifelong passion into his full-time focus & founded Asset Appeal. Today, as Founder & Owner, he combines his background in finance, business development, and brand building with years of hands-on experience in sourcing, acquisitions, valuation, & the secondary luxury market.
Under his leadership, Asset Appeal has grown around the principles that have guided him from the beginning: recognizing value, building trust, & creating long-term relationships.
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.
25-Point Authentication Process
Buying through Asset Appeal MEANS PEACE OF MIND.
We understand the importance of a thorough inspection process to ensure the authenticity and condition of your timepiece. Our 25-point watch inspection covers every detail of the watch and its movement, leaving no stone unturned. Learn more about each point we focus on below.
Case and Serial Numbers: We verify the authenticity and consistency of the case and serial numbers, checking them against the manufacturer's records.
Case Condition: We carefully examine the case for any signs of wear, scratches, or damage.
Dial: We inspect the dial for any signs of discoloration, fading, or damage, ensuring it matches the manufacturer's specifications.
Hands: We check the hands for proper alignment, integrity, and correct shape.
Hour Markers: We examine the hour markers for consistency, alignment, and any signs of deterioration.
Crystal: We assess the condition of the crystal, checking for scratches, chips, or other damage.
Bezel: We inspect the bezel for any signs of wear, dents, or misalignment.
Bracelet/Strap: We examine the bracelet or strap for wear, flexibility, and the presence of any genuine brand markings.
Clasp/Buckle: We ensure the clasp or buckle functions properly and bears the appropriate brand markings.
Movement: We carefully examine the movement, assessing its condition, accuracy, and functionality.
Crown: We check the crown for proper operation, smooth winding, and the presence of the brand logo.
Case Back: We inspect the case back for any engravings, hallmarks, or other relevant markings.
Water Resistance: We test the water resistance of the watch, ensuring it meets the manufacturer's specifications.
Lume: We assess the luminosity of the hands and hour markers, verifying their brightness and longevity.
Date Function: If applicable, we test the date function to ensure it operates smoothly and accurately.
Power Reserve: We check the power reserve of the watch, confirming it aligns with the manufacturer's specifications.
Functionality: We test all watch functions, including any additional complications, to ensure they work as intended.
Engravings: We examine any engravings on the watch, verifying their authenticity and legibility.
Documentation: We review the accompanying documentation, such as the certificate of authenticity and warranty, ensuring they are genuine and consistent.
Database Check: We consult reputable databases to ensure the watch has a clean history and is not associated with any theft or fraud.
Rehaut Alignment: We examine the alignment of the rehaut, which is the inner edge of the dial, ensuring it is perfectly aligned with the hour markers.
Chronograph Function (if applicable): For watches with a chronograph complication, we test the accuracy and smooth operation of the chronograph function, including the start, stop, and reset functions.
Polishing Marks: We carefully inspect the watch for any signs of polishing marks, ensuring that no polishing or any previous polishing has been done professionally and does not compromise the original finish.
Strap/Bracelet Fit: We check the fit of the strap or bracelet, ensuring it is properly sized and comfortable for the wearer.
Laser Etching: We examine any laser-etched markings, such as the serial number or logo, to verify their authenticity and precision.
By conducting this comprehensive 25-point watch inspection, we aim to provide our customers with peace of mind, knowing that their watch has been meticulously examined by our expert team.