CEO Allan Gousseinov is helping reshape luxury watch collecting through trust, expertise, and education.
Not long ago, buying a luxury watch was driven almost entirely by emotion. Today, many collectors still celebrate milestones with brands like Rolex, Audemars Piguet, or Patek Philippe, but they are also approaching every purchase with a sharper understanding of rarity, provenance, and long term value. As the secondary luxury watch market continues to grow, navigating it requires more than enthusiasm. It requires experience.
That changing landscape is exactly where Allan Gousseinov, Founder and CEO of Watches Established, has built his reputation. While Watches Established has become an internationally recognized private luxury watch house operating between Montreal and Dubai, its success has been shaped by Gousseinov’s vision of creating a company built on education, transparency, and lasting client relationships rather than simply buying and selling watches.
Allan Gousseinov Believes Trust Is the Most Valuable Asset
For Allan Gousseinov, every watch represents more than a luxury purchase. It represents trust.
As CEO, he has positioned Watches Established as a relationship driven business where understanding a client’s goals comes before recommending a timepiece. Whether someone is celebrating a personal milestone, beginning a collection, or searching for a rare investment piece, Gousseinov believes every collector deserves expert guidance throughout the process.
That philosophy has helped distinguish Watches Established from traditional luxury retailers. Instead of emphasizing inventory alone, the company focuses on helping collectors make informed decisions in an increasingly sophisticated global marketplace.
Leading a New Standard for Authentication
One of Allan Gousseinov’s priorities has been building confidence within the secondary luxury watch market.
Collectors often assume authentication simply means verifying whether a watch is genuine. In reality, determining long term value requires evaluating service history, originality of components, provenance, documentation, overall condition, and market desirability.
Recognizing these complexities, Gousseinov introduced the proprietary WE Certified authentication standard. Every watch offered through Watches Established is inspected by expert watchmakers and backed by a 100 percent authenticity guarantee.
For Gousseinov, however, technical authentication is only one part of earning a client’s confidence.
“Buying a $50,000 watch outside an authorized dealer is still, for most people, an act of faith. Faith in the authenticity, the price, and whether the deal closes the way it was promised.”
That perspective continues to shape the company’s client experience, replacing uncertainty with education, transparency, and direct communication.
Building Relationships Beyond the Sale
Rather than opening a conventional retail showroom, Allan Gousseinov deliberately built Watches Established around private consultations and appointment based service.
This personalized approach allows clients to receive tailored guidance while maintaining discretion, particularly when acquiring highly collectible watches valued well into six figures.
Under Gousseinov’s leadership, Watches Established now provides access to more than 7,000 references across seventeen of the world’s most respected maisons, including Rolex, Patek Philippe, Audemars Piguet, Richard Mille, Cartier, Omega, Tudor, Vacheron Constantin, Jaeger LeCoultre, Breitling, IWC, Panerai, Hublot, Breguet, Chopard, Bvlgari, and Ulysse Nardin.
Beyond acquisitions, the company also offers international sourcing, guaranteed payout consignment, bespoke watch modifications, luxury accessories, and complimentary fully insured white glove delivery throughout Canada.
Sharing Knowledge Instead of Guarding It
One of Allan Gousseinov’s most significant contributions to the industry extends beyond retail.
Recognizing that many aspiring collectors and entrepreneurs struggle to access reliable industry knowledge, he launched Watches Established Academy, an educational platform designed to make luxury watch expertise more accessible.
The academy teaches authentication, sourcing, valuation, negotiation, inventory management, dealer relationships, and market economics using practical lessons drawn directly from the company’s day to day operations.
“I think an industry built on withheld information deserves someone willing to open it up.”
That philosophy reflects Gousseinov’s belief that a stronger luxury watch industry begins with better informed participants.
Connecting Global Markets
As CEO, Allan Gousseinov has also expanded Watches Established beyond its Canadian roots by building operations between Montreal and Dubai.
Dubai’s position as one of the world’s premier luxury watch trading hubs provides access to exceptional inventory and an extensive international dealer network, while the company’s Montreal foundation continues to support collectors throughout North America.
This global perspective enables Gousseinov and his team to monitor pricing trends across multiple markets while sourcing highly desirable references that might otherwise remain difficult to obtain.
A CEO Focused on Long Term Trust
While many luxury businesses rely heavily on advertising, Allan Gousseinov has chosen to build credibility through transparency.
Across Instagram, TikTok, Facebook, and YouTube, he shares acquisitions, sourcing journeys, market commentary, and behind the scenes insights that allow collectors to better understand the work behind every transaction.
His leadership philosophy is reflected in the company’s internal motto, “Growing your collection one MABROOK at a time.” Borrowed from the Arabic word meaning “congratulations,” the phrase symbolizes more than a completed sale. It represents the long term relationships that continue well after each watch reaches its new owner.
The Future of Watches Established
As luxury watches continue attracting new generations of collectors and investors, Allan Gousseinov believes the industry’s future will belong to businesses that prioritize education, transparency, and authentic relationships alongside exceptional inventory.
Under his leadership, Watches Established continues expanding internationally while remaining committed to the values that established its reputation from the beginning: rigorous authentication, personalized service, educational leadership, and an unwavering commitment to trust.
About Watches Established
Founded by CEO Allan Gousseinov, Watches Established is a Montreal founded private luxury watch house specializing in buying, selling, sourcing, and consigning pre owned and hard to source luxury timepieces. Operating between Canada and Dubai, the company serves collectors throughout North America and internationally through an appointment based, relationship first model. Every watch is authenticated under the company’s WE Certified standard and backed by a 100 percent authenticity guarantee. Watches Established also operates Watches Established Academy, an educational platform dedicated to teaching the business of luxury watch trading. Watches Established is an independent dealer and is not affiliated with, authorized by, or sponsored by any of the brands it represents.
Learn More About Watches Established
Collectors interested in buying, selling, sourcing, or consigning luxury timepieces can learn more about Watches Established by visiting watchesestablished.com. The company also shares its latest acquisitions, market insights, and educational content on Instagram and TikTok. For direct inquiries or to schedule a private consultation, contact the team at [email protected] or call +1 (514) 583-3153.
