Moshe Haimoff: Inside the Luxury Watch Game: Honesty, Scarcity & The 47th Street Hustle | DSH #1537

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I have a bad name and a bad rem because we're aggressive and way we act, but in reality,

do your research.

So, I always tell the consumer before you buy, do your research.

If a customer comes to me and he wants to buy something and he's scared, I say, Don't buy it today.

This is my opinion: go home, do your research, sleep on it, ask your friends.

When you're ready, you come back to me.

I'm here, I'm not going anywhere.

Okay, guys, Watch King of New York City in the building out here in Vegas for a show.

Let's go.

Yeah, brought out the Richard.

Let's go.

How much is that thing?

$350.

God damn.

Is that the most expensive one you got right now?

In stock, yeah, yeah.

Holy crap.

Yeah, some of those things get up to crazy numbers.

They have a million, two million, three million.

My favorite one is a $27.02, which is like over a million.

I can't afford it yet, but hopefully one day.

Over a million.

That's more than a house, man.

Oh, yeah.

I mean, $350 is a house in a lot of areas.

Not in New York.

In New York, it's like not even a studio, bro.

You've been out there for a minute, huh?

Born and raised.

You're never going to leave?

Never.

You love it that much?

I love the hustle, the New York grind, the grid, the hustle.

People there are amazing.

I mean, either you love it or you hate it.

I love it.

Besides the weather, I love New York City.

Yeah.

I grew up in Jersey.

Oh, no way.

East Coast, baby.

How long did you move down here?

Four years ago.

Like it?

Parts of it.

I miss the East Coast.

I like the people more on the East Coast, but for business, Vegas is good.

Oh, really?

Podcasting.

Probably, yeah.

Because people are in and out all the time.

True.

There's always a conference, a concert.

We got the sphere now, UFC.

True, true.

I mean, you can't compare the vibe of the East Coast to, like,

you know.

I guess your business is better, but if I did something down here, it is not a lot.

Watches wouldn't work out here.

No, there's no big watch guy in Vegas.

It's not enough traffic.

Yeah, I can't think of any.

There's not enough traffic, right?

Like you said, people are coming here for day two, day three, they leave.

Yep.

New York's got a big market.

miami too i think new york la

la is i think number two then miami la is number two no la is huge damn because miami's got uh time piece trading out there yeah they got a bunch of people out there right they got time piece trading they got a bunch of other people like my boy avi is there avi and co but um la is where the people there's not a lot of like influencers who do it on social media but they have like a lot of inventory a lot of people down there listen hollywood is there people are shopping in la right i think la is the second biggest market what about other countries?

Do you see anyone catching up to the U.S.

for watches?

I mean, China runs the market, in my opinion.

China's number one for watches?

Yeah.

Wow.

That's where everything is sourced.

I guess they got so many people over there, too.

Exactly.

So China, I believe, I might be wrong.

This is my opinion.

So China might be the number one indicator.

If the market is going to go up or go down, they control the market.

They have most of the merchandise.

What's the market looking like right now?

Amazing.

It's stable.

So when the market is stable, sign of a good market, right up and down like covet was

then we dropped yeah and then thank god everything is stable now it's a little better since those tariffs came up right so that actually helped a little bit interesting i thought it'd make it worse a little for now it's a little bit we'll see what happens when that whole thing goes away or it doesn't go away but for now it's harder to get merchants here so

So you flying out to China a lot to get?

I lived there for eight years.

Damn.

I lived in Hong Kong.

You had to learn some Mandarin.

I couldn't even learn Mandarin if you try.

I know a few words here and there, but I lived there.

I started my business there in 2000.

I started here in 2009.

Started watching there in 2015.

Okay.

I have a store there, have an office there.

Lived there for two weeks.

Came back home for two weeks and been doing it.

I just stopped January.

Damn.

What made you stop?

You had enough?

God bless social media, man.

Social media took off for us.

And if I'm not there, then.

People don't like,

they want to see you.

They want to come spend time with you and buy with you.

So I got to be at the store most of the time the new york store yeah yeah it's amazing yeah you blew up on social media god bless thank god i've been lucky was it a specific video or a specific client that you just went viral just be yourself man yeah that's what it is people are

more drawn to you when you're honest and when you're yourself and not like put up a front or whatever if i can't afford something i say i can't have it if i you know a lot of people come sell me watches say listen i can't afford it like I can't have 10 watches that are $300,000 each.

It's going to tie me up.

And it's okay.

Sometimes you can't have what you want, you know?

You never got caught up in the fake flexing lifestyle.

No, never.

That's

hard to do in your space, I feel like.

Yeah, yeah, yeah.

It's a lot of them who are.

That's the problem.

I try to teach the young kids.

Rome wasn't built in one day, man.

Buy Rolex, make $300,

put the money back into business and do it again.

Buy another one, buy another one, and buy two, buy three, buy four, buy five.

The problem is Mill Generation wants to come buy a Richard Mill.

They're going to make a quick $100,000, and they're going to start driving the Ferraris.

It doesn't work that way.

Yeah.

The old-timers have been there forever for a reason.

Slow and steady, right?

Roman was here last week.

He didn't reach where he was overnight.

Shout out to him.

$111 million

revenue last year.

Yeah.

Crazy.

That's crazy.

I can't believe the watch space has revenue numbers.

They're big in jewelry too, right?

Don't look.

They have a lot of jewelry.

They have a lot of closeouts.

They're big.

They're big time.

For me, he's one of the old-timers that I know that I look up to.

That if I need something, I'll call like...

Yeah.

Him, a guy named Eric Bonera.

He's like the daddy in our business.

He knows who they are.

They've been there for a while, bro.

So these are the people.

You don't have to look up to the guys who has four Rolls-Royces and Ferraris.

And, you know,

yeah, it's all about relationships in your space, connections, right?

Reputation.

Look, I say it all the time.

You're going to buy a house tomorrow from anybody.

You're going to sign a contract, right?

Yeah.

You're going to go into a business deal with somebody, million, two million, three million.

There's a pen and paper, and there's a lawyer.

We're the only business in the world.

Where everything is based on your word.

We say the word Mazell.

If you buy a million-dollar watch, but you say Mazzal and you're a dealer, I trust you that you're going to pay me.

I give you the watch, then you pay me.

You want 30 days, sometimes you need two weeks, it's fine.

Damn, that's the only business in the world where there's big turnaround, a lot of money involved, and there's no contract, there's no attorneys, there's no nothing, just your word.

Crazy.

Have you ever, uh, has someone ever taken advantage of your word?

Yeah, of course.

And then what happened?

Nothing.

What are you going to do?

Just keep it going.

They kept the watch and you left it.

Money and that happens.

You know, there's a lot of stuff that happens.

a lot of um

unfortunately the 99 of the dealers are very honest there's always that one percent who makes everybody else look bad which is not true people think 47th street is so bad actually people on 47th street are amazing because we have so much

um to lose right if we lie or we're not honest we have so much to lose

so 99 of the people are amazing honest people you know then you have that one percent who comes and you know tries to live the fast life so what they do is they'll take they'll build a name i say they'll take from me, they'll take

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For me, they'll take from X and Y.

I'll pay you.

Then it becomes deposit scheme.

You take from him to pay him, from him to pay him.

Meantime, he's out night live getting a bottle service club because he has to show off.

He has to live up to his friends.

And then eventually a year later, he goes down the drain and takes all of us with him.

Damn.

Yeah, they come and go.

Yeah, so you got to be very careful there.

And you can't go.

What are you going to do?

Are you going to sue him?

Prove it.

Good luck collecting that.

Good luck collecting it.

I have no money.

I'm done or whatever.

So

it's a risky business, but it's worth it.

I love it.

How long have you been doing this?

Since 2009.

2009.

So right after the recession.

Yeah.

Were you trying to recover from that?

No, so I never worked a day in my life till 2009.

I was raised in a Hasidic household, like, you know, the Hasidic with the curls.

Curls.

Yeah, the ones we have the curls and the beard and the hat.

Oh, yeah, yeah, yeah.

The rabbis, right?

Yes, I was raised as a chief rabbi in our community.

I was raised that way.

Then when I left, I didn't know what to do.

I'm not educated in college, bro.

I have no college education.

I live for a high school education.

So I went to 47 machine.

My boy Gabby helped me buy my first watch.

I remember I paid $11,000 for that watch.

Damn, your first watch?

Yeah.

I sold it for $11,800 like 30 minutes later, and I got hooked.

This is what I'm going to do for the rest of my life.

And that's what I did.

Let's go.

Yeah, bro.

It was amazing.

But then it had the ups and downs in the business, right?

Yeah.

And the real ones stay, you know, through the storm.

The ones who are.

Yeah, you're approaching 20 years now.

Yeah, 16 years has been in March.

That's impressive.

How big's the team now?

In New York, it's 11.

Hong Kong, it's 3.

Dubai is 2.

Miami is 2.

LA is 2.

So you're in Dubai, too.

Oh, yeah, I've been there since 2015.

No tax over there, right?

It's amazing.

I wish.

That country is run like.

You could leave your watch out, I heard, and no one's even looking at it.

I left my watch in the mall on the table.

Nobody even looked at it.

Like, wow.

Imagine

you leave a fake Rolex in New York City on the hood of your car.

You count to 10, it's gone.

Gone.

Gone.

There it's.

You leave it.

Nobody touches it.

They find it.

They call you.

There's no such thing.

I have to run and find out, bro.

That's what happens there.

You want to get out there.

I haven't been.

You're going to love it.

A lot of good people out there.

You're going to love it.

You're going to love it.

A lot of wealthy people.

They leave you alone if you follow the rules.

Once you stop following the rules, that's when, you know,

it starts going south over there.

What's the craziest watch collection you've seen?

My boy Khaled in Dubai.

Yeah.

Look at that.

That's a nasty one.

He's nuts.

Damn.

So I'm in Khaled.

Crazy story.

I was on Instagram in 2015 trying to buy a paddock.

It's called 5524G.

Back then, that watch was worth like

60,000, 65,000.

He had it for 50K.

So I'm going to buy the watch from this guy and make 10K, whatever.

I DM him.

I'm like, bro, I don't know you.

I'm a man.

You're a Muslim man.

We both believe in God.

I'm going to send you 50,000.

And I hope you don't screw me.

And if you do, it's a lesson for me in life not to trust people in our business.

He's like, I promise you send me the money.

You'll get the watch within a week.

So imagine I sent the guy 50,000.

I never met him a day in my life.

A week later, the watch was in my hand.

I said, I got to go see this guy.

Got on a a plane.

I went to Dubai that time.

That's crazy.

And we have an amazing relationship ever since.

Like,

every time I go, I go every month now there.

Every month I'm there.

He's amazing.

He has a collection that he started from here.

He's, I think he has the biggest plush I've ever seen in my life.

And he always makes sure I buy a watch of him, even though sometimes, you know, the price doesn't match for me to buy it.

He'll still make sure I work out with something out of the courtesy to save the, you know, to have, because we have a good relationship.

That's cool.

Yeah, we talk.

He comes to America.

I take care of him.

I go there.

He always hooks me up.

Like,

imagine, bro, would you wire somebody 50,000 off the internet?

Oh, that's the first rule they tell you.

Not in it, actually, because good luck getting that ever.

Yeah, I trusted him, and

it worked out.

It was a good gamble.

So he just flipped his way to a big collection, or how did he?

His personality is amazing.

You watch his videos.

Yeah.

This guy's, he has a personality.

He's a superstar.

And he just hustles, man.

He's honest.

Honest.

Honesty gets you a long way.

It'll take you time,

but you'll get there.

People are in the business for a long time, like Roman and Eric Bonetta.

These guys, they're honest.

That's how they made it for so long.

Because our business, you know, you can make really good money being a crooked, but you won't last for a while.

You'll last four years, five years till it catches up with you and you got to run.

They're doing it for 20 years.

There's a reason why they're still in business.

The reason why they have such a big name because they're honest people.

Right.

You focus on watches, right?

That's the main thing.

I started doing jewelry analysis.

I got the

like chains and stuff yeah but not like hip-hop like culture like more like nano do like i try not i try to tell the client not to buy a bus down

i'm very different than everybody else loses value right exactly so i i educate for a reason why i think i became a little bit successful is because i educate i'm honest with the customer i'll tell listen if he comes in to buy a cartier with diamonds i'll tell listen bro it looks beautiful on the wrist but you don't want to sell it you're going to lose 50 of your money you ready or not because tomorrow i don't want you coming back to me telling me you screwed me so instead of spending a Cartier bus stop for $12,000, buy a Submariner for $12,000.

Buy a Batman for $14,000.

And there's money in there all the time.

You can decide what you want to do.

And 80% of people change their mind.

Oh, you're right.

No, I didn't think of it that way.

You know, I want to go because they want to go to the club.

They want to shine.

You want to go to the club?

Buy a two-to-day dress, $41,000.

You lose $2,000, $1,500.

You might make money.

You won't lose 50% of your money on an iced-out Cartier or an iced-out Patek or whatever.

Yeah.

That's what I do.

50's a lot these cartiers were 22 000 25 000 15 today they're 70 000.

damn those those gold wrist ones uh popular the the the stainless steel ones all flooded they used to wear yeah

you're gonna buy you can sell um a naked watch with no diamonds let's say a skeleton 130 000 today i would buy an iced out skeleton for 90 grand but i'll buy a complete one with box papers with no diamonds for 120.

wow There you go.

That's nuts.

Can you imagine you have diamonds, pull the diamonds out, it's worth money.

Nobody wants it.

So my job is to educate the consumer before he buys.

To make you feel, listen, you're buying a hundred thousand watch.

I want you to feel comfortable tomorrow.

Imagine you leave my store tomorrow and you feel like I got banged.

Are you ever going to come back to me?

Yeah.

Yeah.

I don't see many of the ice style watches these days.

Yeah.

I feel like people caught up.

We're trying to educate the people not to buy it.

I'll sell it to you, but don't.

Same thing with jewelry.

You want to buy jewelry?

No problem.

Buy the jewelry.

But remember, jewelry is not like a wash.

the the cuban ice style with the you know people some people say i don't care i want to stunt no problem i respect that but i have to let you know tomorrow that when you come back to me it's not going to be the same yeah that's what i do so i'll protect myself you feel comfortable i feel protected and that's how we form a relationship what's the most commonly requested watch people come to you for uh they just usually sub-baroners sport models are the ones that

have the opportunity to go up in value in the future.

So if you see all the vintage, I hope you guys are enjoying the show.

Please don't forget to like and subscribe.

It helps the show a lot with the algorithm.

Thank you.

Watches, the red sub-mariners, the vintage Daytonas, those are the watches that went up in value.

Yeah, the vintage market is interesting to me.

Very risky.

So, something I'm not a pro at.

So, if I don't have an issue, I call people I know because

one mistake on that watch, and you're going back 30k.

Right.

And it's hard to tell if they're fake too.

So, the dial is the most important thing in a vintage watch.

So the dial.

Have you ever been faked out?

Oh, yeah, hell's it.

I couldn't tell.

They're not good these days, right?

Oh, yeah.

China is doing it very well today.

I can't tell, bro.

I literally have no idea.

They sold me a watch.

I'll never forget.

It was an AP.

I sold it to another dealer who sold it to another dealer.

Then it turned out it was fake.

But imagine it went through three hands.

An AP?

Those are like what, 100K?

It was like, it was 80,000.

And it went through three dealers' hands until we found out it was fake.

Wow.

You know what I mean?

That's nuts.

The other day, my friend of mine, this was two weeks ago, bought an RM3503.

That watch is a half a million dollar watch.

Okay.

He bought that watch, came up.

Everybody thought it was real.

That's how good they are.

Wow, even RMs are faking?

Because I know Samariners are easily faked.

The Hulks are easily faked.

And now they started getting into the big watches.

The RM3503,

I remember that watch.

It was two weeks ago, the story.

One of the biggest guys we know in the business bought the watch.

He expected he thought it was real, and it came back.

It wasn't.

That's crazy to be able to fake an RM movement.

You're getting good.

That's what it is.

So, what they do is they just play around with it.

Wow.

That's scary.

So, you got to buy from who you trust.

Yeah, that is super scary.

Right.

So, tomorrow you come up to me and say, Yo, I bought a watch from you.

It doesn't come out good.

I have to pull out the money.

Right?

That's why you buy from me because you know tomorrow is an issue two years down the line.

Here's your money back.

I apologize.

I don't know.

Blah, blah, blah, blah

that's why you have to buy from who you trust yeah which brand are you most optimistic about i love richard mill is my favorite brand richard mill i love that brand really i love it i remember when it was nothing the way he marketed himself the way he became

he's the bugati of watches basically i'm curious how he pulled it off marketing all marketing i think what he did was he he did it under famous people's name like a Bubba Watson he

after Felipe Maso he did watch his rafa Nadal,

they spoke to it.

Nadal was wearing one when he's playing tennis.

People are like, oh my God, he can wear this watch while I'm playing tennis.

And

it became, I remember the first ritual I bought was two, I bought a RM3501.

I'll never forget Nadal.

It's one of my favorite watches as well.

Beautiful, very light.

I paid $86,000.

Today that watch is close to $300K.

Damn.

At a peak, it was like $800,000.

Holy crap.

This is a matter of 10 years.

That's nuts.

Same thing with Patex.

I bought a 5980 Rose.

Today they're what?

170, 180.

I used to pay then $65,000.

I couldn't even get 2K profit.

Jeez.

Imagine if you just didn't flip them right away.

You can't do that, though, because your money makes you money in our business.

True.

So if I hold it for 10 years, I could have made that money.

How much am I making on a watch?

You probably made more flipping it, actually.

Exactly.

Yeah, because you're flipping every.

Exactly.

So you have to save one.

If we know it, you save one for yourself and you know you're in, like you're in the money.

But if you hold the whole inventory, then how are you?

How are you making money day to day?

Right.

It's also hard to predict which ones are going to pop off.

Oh, yeah.

Like you probably no idea the Richard would

I never imagined in my life.

I was like, what the hell is this?

Yeah.

But then as you figure the way you wore how comfortable it is on the wrist, you figure that it's worth the money.

And it popped off like crazy.

And they're also pretty exclusive with who they partner with, right?

All classy athletes, like F1, I believe.

F1, golf athletes.

Yeah.

They never went towards a lower class.

They won't.

They won't.

That's the genius of his marketing, right?

Yeah.

It's like designer.

True.

Very true.

Yeah.

I didn't even think of it that way.

Very, very, very true.

I remember I used to get Richard Miller at 30% off.

20% off.

Damn.

Retail.

Yeah.

AP was the same way.

Holy crap.

Before 2020, everything was available for 35% off.

No way.

AP would call you and beg you to buy their merchandise.

The dealer, AD, would call you and beg you, please.

I'll buy Hulks for $7,000.

I could even sell them for $7K.

Today the Hulks are between $17,000 to $20K.

Depends on the year.

I'll buy Batman's 20 at a time for 6K.

Crazy.

Say they're 14, 15,000.

I can only get Rolex at retail.

I can't get AP or Patek.

You got to try, man.

You just got to go in there.

They won't even talk to me.

They will.

Once you get out there, they'll talk to you.

They'll beg you.

Maybe I should try again now that the podcast.

You should.

Yeah.

It's been a few years.

Guys, hook him up, man.

You're watching this, yo.

I know you got two locations in Vegas, AP.

They do.

And Patek has.

Oh, they got it to Aria.

Yeah.

Aria and one other one.

I'm not sure where.

There's five Rolex here.

Yeah, no, no.

We can't get any.

I can't go into any AD.

You're banned, right?

They banned us from mayors.

For me, they banned me from Turno everywhere.

Damn.

It's fine.

Is that common for resellers?

Yeah, of course.

Even if you resell, they'll ban you.

Yeah, I've never resold.

I've picked up like three Rolex from retail.

Rolex is good.

Rolex is the safe bet all the time.

Rolex is the safe watch to have all the time.

Yeah.

And AP and Patec RM is where you start.

That's where you can make a killing, right?

If you get those retail.

Depends which ones also, right?

Yeah, they'll try to tell you, buy this, buy this, buy this, and you got to say, No, no, no.

Yeah, they offer you the ladies' versions first, they offer you the cold, you lose money on that, your shirt, right?

Yeah, and you'll get the daughter.

It's our retail.

We're going to sell it.

You're not even going to come back to, like, you know, anything like Hermes does with the Birkins.

Smart.

It is.

Can you imagine, bro?

You're going to spend, you come into my store to spend 20,000.

I say, wait online, take a turn.

You're going to tell me, get the hell out of here.

I'm not even buying from you.

Yeah.

That's what Hermes.

Genius marketing.

People waiting online to spend 10k.

They're creating that scarcity amounts of people.

People waiting online, bro.

It's nuts to spend money.

Hats off to them, man.

Hats off to them.

I was the marketing is genius.

Yeah.

I mean, you could say that about any designer, clothing brand.

Their margins are like.

Remember, during COVID, you couldn't even touch a designer bag.

You couldn't even get in the store.

You wait online, wait online.

Wait online.

You have an appointment.

You don't have an appointment.

Appointment.

Should have a driver picking me up from the hotel trying to spend $10,000 on shoes and shit, right?

Yeah, no, you have an appointment.

You want to buy a bag?

No, you can't have it.

How do you go to Rolex?

I want to buy your watch.

No,

they do that.

Because it makes a human being crazy.

How do you tell me no?

Now I want it even more.

Why can't I have it?

Why can I not have it?

It worked on me.

They said no to me the first few years.

And there you go.

What did you say?

Now I want it.

Yep.

I mean, it's also an investment, too.

It is.

It maintains the value pretty well.

It does.

Rolex does.

Yeah.

They'll be surprised.

Oh, what do you have?

And all that.

I got a Submariner.

I got a Date Just and GMT Master.

Oh, good.

Yeah.

And the chocolate day date.

Wow.

Those are high now.

Yeah.

They are.

Those are really high now.

Oh, yeah.

The Rose Gold.

Yeah, the Rose Gold one.

That's really high right now.

Oh, that's.

That means you got a good connect here.

Not bad.

Yeah, not bad.

Because there's five stores.

So I'm tapped in with two of them.

The Win.

Shout out to The Win and Form Shops and ARIA.

Or Crystal Shops, whatever that one is.

Crystal, yeah.

Yeah, but Rolex is hard.

It is.

It took me years, man.

Rolex is hard.

They make.

Listen,

Rolex is the safest bet Rolex everybody wears.

Rolex everybody wants, right?

I sell 100 Rolex before I sell one Richard Mill.

Okay.

AP, I'll sell five before I sell.

I'll sell Rolex every day.

Eight out of the 10 customers that say walk into my store who are ready to buy, they buy Rolex under 20K.

Yeah, it's recognizable, man.

Every airport has a Rolex clock.

I've got a lot of

subconscious programming.

All of tennis is on the Rolex, right?

Yep.

They're safe.

Again, it's safe money.

You're not going to lose your, you know what?

Unless you buy secondary at the peak.

Listen, we lost money in COVID, too.

Did you see the lady?

I lost to David.

You know, David Dobrik?

Yeah.

I lost 100K on a flip to him.

No way.

What'd you sell him?

57.11, Tiffany.

We paid $2.90 during COVID.

Me and my partner paid $290,000.

The watch dropped to, let's say about $1.70.

It was worth.

Came to the store.

He loved the watch.

He's like, I want to buy this watch.

I said, 200,000.

He said, no.

So me like an idiot.

I'm like, you want to flip 100 or 200?

And I didn't think he's going to say yes.

It's like, yeah.

I can't say no.

Like, all right, let's do it.

That's what happened.

$100,000 flip.

It was a 20-minute decision for him.

Like,

do we make it?

Do we make it?

So I was.

So then I go over to him, like, you know what?

Why don't you just buy it for $150,000?

Like, I'll do it.

Then my party's like, no, boring.

We're already shooting content.

Fuck it.

Let's go all on.

or excuse my language and

we flip and i lost oh my gosh he still wears the watch till today bro he bought that i offer him 150 on the spot to give it back to me he said no wow they didn't make many of those right no this is a 2009 so they made a couple yeah i remember didn't one of the tiffany's hit like a million or something they still have that one that's the new one that came out the new one the new tiffany blue yeah that was just a tiffany stamp so basically they had to collab with patek oh okay

stamped their dial tiffany and co they only made like a hundred of them or something i don't know yeah i remember it hit a million at the peak i don't know what it's at now but that it's crazy but that was the biggest flip in my life with that guy and 100k flip i don't do flips i do it usually i flip my profit okay right so why did i start the flipping game how did it become so viral is because i want to make it interesting for you as a buyer as a as a seller or a buyer whatever it is let's say you want to pay 16 i want 18 i'll flip with you your price my price

As long as you're profiting either way, it makes sense.

Sometimes I don't profit at all, but I don't lose.

Dorberg is the only one I lost real bread on it like a lot of money

it was worth it yeah so you started that flipping shit i mean i'm the oldest one in the industry so probably wow i thought that was some young millennial or something no we started so honestly what happened was moses would buy from me wholesale before i started doing tick tock yeah and then i was like yo why don't we just flip the coin on a price and whatever and we decided to put it out on

on

so then i started to open tick tock and i put on tick tock then we all did it together so i asked basically mine and Moses' idea.

We were going, so I would have an office and Moses would come.

He's also big time.

I don't know if you know.

I've seen him, yeah, him and Vucum, right?

Yeah, Moses would come to my office, and then I'm like, let's just flip on it.

And he's like, all right, let's do it.

And it caught on and we all started doing it.

Yeah, those kids blew up on TikTok.

Those flippers.

They get so many views.

It probably helped your business too, right?

It changed my whole business.

Because they were buying off you.

Social media changed my whole business.

I stopped selling hostels.

I do retail.

That's why I opened a store and everywhere else.

Oh, so you were B2B before?

Oh, it was only B2B.

Wow.

I'll sell it to all those kids on the street.

All of them.

Damn.

All of them.

I'll buy buckets,

ship it to the U.S., sell it a week, two weeks later, go back again, do it again, do it again.

That model is, I guess, is that riskier because your money's tied up in inventory, though?

B2B?

No, B2B is I get paid right away.

Oh, okay.

I don't give no.

You just wanted more margins, so you switched to B2C.

No, it's just social media always happens.

So what I do is

instead of selling B2B, I'll sell this to the consumer for the same price, i sell to the dealer oh so you didn't mark it up at all no okay no there are some things i could i will but let's see i'll sell you a batman the same way i'll sell to the dealer whoever comes first gets it yeah that's what i do and i that's the way i market myself and i do it on live all the time guys this is it come by come get it

eight out of ten out of ten four will buy that's fine Some people are scared.

They want to ask.

They want to understand.

They want to know.

They want educated want me to educate.

No problem.

But I'd rather sell to you as an end user than tomorrow you might flip and make $200.

And where are you coming?

You're coming right back to me.

Come right back to me.

That makes sense.

Wow.

So you're selling these on TikTok live?

Yeah.

People are buying Rolexes on TikTok.

They come to my store from TikTok.

I do live all day.

Wow.

I never knew that TikTok had people with money like that.

Oh, they do.

The kids, today have money.

How old are you?

28.

Kids are your age.

20 oh yeah.

Millionaire.

I was 28.

I was a broke-ass dude.

I'm 39 in two weeks.

I mean, your generation is, I think, for now, is the wealthiest generation.

I think it's because of social media.

Social media,

crypto, streamers.

Kids are way smarter today than my generation.

You guys are way smarter.

Because we have the internet, so we can look up stuff so fast.

Now we got AI.

So the next generation is going to be even smarter.

I don't know what the hell that is, bro.

You don't know what AI is.

I'm trying to get into it or whatever, but you guys are legit borderline.

geniuses.

All the kids your age, imagine generation under you.

They're going to probably be even smarter, bro.

Yeah.

And who imagined in 10 years ago you're gonna have podcasts like this?

And different type of smart, I'd say.

You're more street smart, exactly.

You guys are more book smart, yeah.

We're more savvy, I'd say savvy at tech, or like for example, my YouTube.

They just my YouTube's gone.

I woke up one day, my YouTube was gone.

Oh, you got banned?

No, I don't know why.

Damn,

whatever.

What'd you post?

I didn't tell you why, nothing.

You might have got hacked.

I don't even know what the hell to do.

No, I'm just like, whatever.

I had people, whatever.

I'm just thinking a tech-savvy kid like your age will be like, you know, three seconds, blah, blah, blah, blah, blah.

They know it, right?

Yeah.

Their brain already knows what to do.

It's different.

Different.

But we're more on the streets.

If we take a 25-year-old millennial, say, go to 47th Street, he'll get lost in the wild.

He'll be scared.

100%.

It's a bunch of sharks, bro.

If you come, I'll show you when you come.

You're not going to imagine this is like what people do.

I've never been there.

I heard it's

to go.

Really?

You have to go.

It's all just watch stores and jewelry stores.

Imagine.

Imagine the strip, a thousand hotels.

They're all busy.

47th Street is one big block, hundreds of stores everybody damn yeah i want to go that'd be good content to film out there oh my god trax is out there right yeah he's been on the show have you had any dealings with him of course nice i know him very well he's a very he's a very very nice guy yeah yeah he's misunderstood right yeah just don't get on his backside he's very nice and he trusts people too much and they screw him for example if this one time his employee left i called him right away he came to me for a job i said listen to me bro i have respect for you i'm not going to take your employee without your permission he left i want to ask you for permission as a man to hire your guy

he said yes you have my blessing i said no problem another guy will just hire him and say go screw yourself take his customers

our generation the older ones we taught that you ask the guy what happened ask him permission right it's like going out with your best friend's girl hell no

i would never do that correct yeah here it's an employee but you again you ask permission you don't just go behind his back take him and say yo what's going on i called him legit i called him like max you know i love you bro you're good to me we do a lot of business we do business together is it okay he said yeah sure no problem yeah that's respect that's it you have to the man is

he's he's he's a legend to me like what he did and how he created he started from nothing he comes up with very creative social media ideas he's a marketing genius he's marketing i agree yeah i would not want to be on his bad side no he talked about that on the podcast how he doesn't forget Yeah, he'll never forget.

Honestly, that's why I also called him.

I don't want to start riffraff with him.

It's like good look for both of us because we do business together.

We sell him watches, he sells us, he advises me if I have advice on other things.

Like, if I want to take something

like public, I'll ask him or something.

Right.

But have you had beef with anyone on 47th before?

Yeah, it happens.

It's territory, right?

No,

somebody screwed me.

So I had till today, I have beef with the guys.

Don't want to talk publicly about it because I like gotta do what needs to be done.

Yeah.

But yeah, there's only one guy I would never talk to again.

Okay.

Most of the dudes there are pretty good dudes.

Everybody.

99% of the people are very good people i know we have a bad name and a bad rep because we're aggressive and the way we act but in reality

do your research that's all i always tell the consumer before you buy do your research if a customer comes to me and he wants to buy something and he's scared i say don't buy today this is my opinion go home do your research sleep on it ask your friends when you're ready you come back to me i'm here i'm not going anywhere the watch is here i can't find if i sell this watch i'll find you another one but don't i'm not pressuring you to buy today

other people don't do that they pressure buy it now what's the price you want to pay then an average american feels like uncomfortable he'll buy it and then regret it right away

i don't want to do that to consumer so i'll educate him i'll tell him don't worry about it don't rush you don't need to buy it right now

go home and come back tomorrow yeah out of 10 come back nice yeah i can see how that's a bit predatory if uh you'll see you're gonna walk on the street you're gonna have people what are you buying what are you selling come here come here come here come here because they're gonna pull you just from walking on on the street.

Yeah, there's hawks outside.

Holy crap.

That they're paid by stores to bring the customer to them first.

It's a rat race.

Right?

So you'll be walking, minding your own business.

And I was like, you're buying?

You're selling?

You're like, yeah, come here.

They'll take you and take you to his guy.

You know, I'm like, yo, where's Moshe watching?

Oh, he's not here anymore.

They'll be like, he's gone.

I'm still around.

But they're like, no, he's not here.

Come to me.

There's people like that.

Yeah.

Well, I'll go to your store.

It sounds like you got the best prices, anyways.

I always tell the customer, you know, I do give them a challenge.

I said, this is my price.

You find it cheaper, you get $1,000 off his price.

No way.

Yeah.

And I always make them do it.

Has someone ever found a cheaper one?

Never.

I love it.

And if they do, you get $1,000 off.

That's how confident I am in what we sell, you know.

Nice.

Yeah, I'll definitely stop in, man.

What's the next focus for you?

What's the next growth idea you got?

Opening stores everywhere in America.

Oh, so you want to scale with retail?

Yeah.

So outside of New York?

Yeah.

We're working on a couple of projects right now.

I think

we have one, two, three now in the works.

We'll see how it goes.

Nice.

Yeah, hopefully it goes.

It's hard.

Yeah, retail is a tough space these days, right?

Because it's kind of dying.

I try to do what people who are in the business already, who live in that certain area, and they just want us to do the marketing and business name.

So you don't have to put up a ton of calories.

My dad always told me when I started, he's like, son, 10 fingers in your mouth, you're going to choke.

Try to fit 10 fingers.

It won't fit.

You put five, it's enough.

Don't be greedy, always have somebody you can advise with.

That's why you have partners, that's where you have people you can trust, right?

Grow together.

Was your dad your first mentor?

Uh, business, of course.

My dad is somebody always look.

I mean, we had a patchy relationship in the beginning because I was religious and I left either, but now, like,

I'll ask him anything.

The guy I ask all the time is a guy named Eric Bonedo.

I don't know if Roman ever bought him up.

I didn't know him, no.

He's the biggest dog in our business.

Eric Bonetto.

yeah he's the biggest dog he's like the godfather he's the godfather in our business and surprisingly he's not even really he's italian oh actually he's not italian he's from croatia kid from queens came from nothing built himself an empire and he's quiet humble

any big advice i have in business he's the guy if he says no i'd say it's no and if he says yes i jump in blind because he said okay so he's he's just super knowledgeable about extremely the trends and what extremely if i have any issues with some people he's like the he'll moderate it moderate it well that's about us he's i want to meet that guy oh we can make it happen he's i don't think he'll come or he's very quiet

but no we don't have to do a pod i just want to meet him oh i'll take you to him when you come to new york oh yeah you'll see him he's he's

legit like when i say legit he's like the man like i wouldn't be where i am today if he didn't like push me and push me and tell me like before i bought the store i bought the store two weeks a month and a half ago i moved from a

like in a booth i'll show you yeah to a private store So that's a big move for you.

And I paid a lot of money.

I called him.

I'm like, Eric, what do you think?

He's like, bro, this is your dream.

Just do it.

I said, it's a lot of money.

He's like, bro, just do it.

I'll hurt for four months and you'll be okay.

And I just did it.

And

you have to meet this guy.

Yeah, I'd love to.

Can't wait to see the store.

I didn't know it was a month old.

He's not even...

My store, yeah, it's a month old.

Wow.

I thought you had a store for a while.

I had a booth.

It's like a window.

So basically, it's like

You'll see it's like one big room,

huge, and they have sections.

So the window is the most money.

Then you have the back, the sides.

I'll show you when you come in.

It's like a little exchange, small booth.

So we had the one in the window.

And then after you came to get our own flagship store.

So I opened it.

I bought it May 1st.

Hit to buy the guy out.

Nice.

Yeah.

How's the show in Vegas?

It started today.

Did you go yet?

I went yesterday, actually.

Oh, yesterday.

I come here more to see people.

Market, talk, you know.

I've always wanted to go to one of those shows.

It looks cool.

Oh, why don't you come?

I'm down.

Is it tomorrow too or no?

Tomorrow, Sunday, monday oh perfect i'll come monday

you should come bro it's you're gonna it's something you've never seen in your life bro yeah no i like seeing new industries and i've never been to you'll see how it worked it's

you'll see jewelry like a candy store everywhere it's millions of dollars but everywhere crazy it's in the venetian expo right yeah that's dope which which uh show is that it's called the gck show yeah i've heard of that one gck they have antique

and then they had iwjg which is only a watch show so so I think it's pretty big for the antique jewelry.

JCK is the biggest show of the year.

Yeah, I've heard of that one.

It's always in Vegas, right?

Every year, every year, just around this time.

It's in the Venetian.

Are you buying or selling?

I'm selling.

I don't buy.

I mean, sorry, I'm buying.

I'm not selling.

I sell at home.

You're stocking up.

Yeah, I'm stocking up.

Okay.

I'm stocking up for the people, man.

I don't like to sell.

I love to buy.

Love it.

Dude, it's been awesome.

Where can people find you on social media and find your store and keep up with you?

After watching NYC everywhere.

We'll link it below.

Thank you, brother.

Thanks for coming.

Good, man.

Check them out, guys.

Thank you, guys.