I met Kevin Ghassemi at his Dubai Media City showroom. He had a cup of coffee in hand, sneakers on, completely at home among some of the rarest watches you’ll ever see. Within minutes, it was obvious why people are drawn to him. He’s sharp, quick-witted but never overbearing, and laser-focused on building something far bigger than just a pre-owned luxury watch business.
This is not really your typical “young entrepreneur hits it big” story. Kevin’s presence, mindset, and relentless hustle made me want to share his journey. Not because he asked, but because it was clear I was sitting across someone who’s rewriting the rules as he goes.
The Beginning: A Casio and a Curious Kid
“I started with a Casio,” Kevin grinned, “It cost about 100 dirhams.”
That first watch wasn’t anything flashy, but it sparked something. Curiosity took over. He dove headfirst into the world of watches. Late-night YouTube binges, Reddit rabbit holes, scanning auction sites. Within a few months, he’d graduate from school and receive a brand-new Rolex Datejust as a present from his dad. His interest in watches only grew from there.
He had already made money in the past flipping sneakers. He took some of his profits from that business and bought a pre-owned Rolex. Flipped it. Then did it again. And again.
What really stood out wasn’t just how quickly he scaled up. It was the strategy behind every move. Kevin wasn’t chasing hype. He treated each watch like an investment.
WatchMaestro: More Than a Watch Store
Kevin Ghassemi isn’t just selling watches now. He is building a whole ecosystem. His company, WatchMaestro, is based in Dubai Media City and serves clients across the UAE, Europe, Asia, and beyond. But what they truly offer is access to rare timepieces, alongside the expertise and trust.
There’s no hard sell. Most clients walk in thanks to referrals, social media buzz, or because they’ve been here before. The showroom feels more like a members-only club than a typical luxury store. Step inside and you’ll hear music, smell fresh espresso, and see watches worth half a million quietly showcased on velvet trays.
“People aren’t just buying watches,” Kevin said. “They’re buying into a lifestyle, an investment, a story. We want everyone to leave feeling like they’re part of something bigger.”
The business is a blend of consignment, private sourcing, and investment advice. Clients bring in watches to sell, or ask Kevin to track down elusive models think discontinued Rolex Daytonas or rare Audemars Piguets. Deals can close in hours.
The Dubai Factor
“Dubai’s a cheat code,” Kevin laughed. “No tax on watches, buyers flying in from everywhere, and the culture here just gets luxury.” He’s right. Dubai has quietly become one of the world’s busiest watch markets, and Kevin is both riding and shaping that wave.
He’s often filming content right in the middle of deals, sometimes live auctions, sometimes unboxings, sometimes breaking down why a Richard Mille jumped $100k in value in under a year.
What struck me most? None of it feels staged. His passion for watches is genuine and contagious.
“I still get goosebumps when a rare piece lands on the table,” he admitted. “Every single time.”
The Content Engine
This is where Kevin Ghassemi really sets himself apart. He doesn’t just sell watches. He shares the journey. His TikTok and Instagram have blown up, with videos racking up millions of views. Yet the content stays simple: behind-the-scenes glimpses, playful banter with clients, side-by-side watch comparisons. And yes, the occasional Rolex decided by a coin toss.
“Young guys DM me like, ‘Bro, I just bought my first watch because of your videos.’ That hits different,” he said.
For Kevin, content isn’t just marketingit’s part of the business. Every video brings in new faces. Every message is a potential connection. He’s not chasing viral fame. He’s building a community!
Do follow him on Instagram
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