Brainz Magazine Exclusive Interview
At just 29 years old, Robertino Altieri is not only rewriting the rules of the luxury watch industry—he’s challenging the very essence of how businesses connect with their customers in the digital age. As the CEO of WatchGuys.com, Robertino represents a new generation of entrepreneurs who blend old-world craftsmanship with the speed and transparency of modern technology. His mantra, “The era of faceless corporations is coming to an end”, underpins a business philosophy rooted in trust, authenticity, and human connection—values that have propelled WatchGuys to the forefront of the luxury watch market.
The founder of several successful businesses, including his own marketing agency, Robertino’s entrepreneurial journey is one of relentless innovation and adaptability. Now at the helm of WatchGuys.com, Robertino has harnessed his marketing expertise and passion for watches to create a brand that is as engaging as it is successful.
With a growing global audience on Instagram and YouTube, a landmark location in Los Angeles, and a reputation for unmatched quality and service, Robertino has turned WatchGuys into more than just a business—it’s a movement. In this exclusive interview, we dive into the mind of a visionary who is redefining what it means to lead in the luxury space, sharing insights into his journey, leadership style, and his vision for the future of WatchGuys.com.
Can you share your journey before founding WatchGuys? What inspired you to step into the luxury watch market?
My journey before heading up WatchGuys is a long one. My advice? Fail as many times as you can and explore as many career paths as possible before you find your stride. From an early age, I developed a passion for Search Engine Optimization (SEO). I quickly became proficient in ranking companies #1 on Google and was able to attract my own clients, each paying me up to $5,000+ a month for my services. My clients ranged from franchise brands to local med spas and plastic surgeons. I managed all of this while being a full-time student at the University of Colorado Boulder.
I was a strong student, consistently making the Dean's List and maintaining a 3.7 GPA, but my drive to excel at work—and even school projects—was always front and center. Just a few weeks after graduating, I landed a job at a local marketing agency with a six-figure salary. However, I quickly realized within six months that working for someone else wasn’t my calling.
I decided to leverage my skills and start my own marketing agency, continuing to grow my client base. About a year into this venture, during the height of COVID, I was introduced to a high-profile client in the luxury car business. One meeting led to another, and within weeks, I became the Co-Founder and CEO of my very own car dealership, focusing on buying and selling cars in Los Angeles. We grew rapidly—purchased over $1M in inventory in just six months, however, I soon realized that the car business required more capital than I anticipated. This experience ultimately paved the way for WatchGuys.
WatchGuys was originally founded by my dad. My first experience working with watches was at his high-end jewelry store in Beverly Hills when I was as young as 14 years old. I started by putting out jewelry and making offers on watches as a teenager, often getting laughed at by people at least triple my age when I confidently made an offer to buy their watch. Years later, armed with my expertise in Google marketing and a newfound passion for social media and creating informative content, I launched WatchGuys.
The business grew rapidly, especially through Instagram. Within six months, we had outgrown our first store and opened a new location on the ground floor. Our success drew attention from watch dealers across the country and inspired a shift in the industry—many diamond dealers transitioned into becoming “watch dealers.
”Our store, located in the historic California Jewelry Mart—a landmark building in Los Angeles dating back to 1910 with over 500 jewelers—became such a catalyst for this transition that even the landlord remarked, 'Ever since WatchGuys opened, the whole city has transitioned from diamond dealers to watch dealers overnight." We don’t take our success for granted and feel incredibly blessed to have built such a massive audience. We love helping people all over the world, spreading knowledge, and keeping the passion for watches alive—sometimes even reigniting it for those who’ve fallen out of touch with the craft.
As the CEO of WatchGuys, how do you describe your leadership style?
My leadership style is deeply rooted in the camaraderie I developed through a lifetime of playing competitive sports. I see myself as both a teammate and a leader, someone who is hands-on at the start but trusts my team to take ownership of projects and make them their own. I believe everyone brings their unique creativity to the table when given the freedom to truly own their work. After all, Rome wasn’t built in a day—and certainly not by one person alone.
What is the one principle that has guided you most in your business journey?
Speed. Speed alone can take you far in any career, but when paired with confidence, it can rally an entire village behind you. Everything we do at WatchGuys revolves around speed—whether it's shooting videos, responding to customer inquiries, writing blog articles, or being the first to get our hands on a new watch release. It all comes down to speed. Get back to the customer as quickly as possible, be the first to create content when big news hits, or be the first to drop a review on a new watch. For example, when the Cartier Santos Dual Time or the Rolex "Bruce Wayne" became available, we made sure we were the first to get them in hand. Speed counts.
You’ve said, “The age of faceless corporations is over. ”What does that mean to you, and how does WatchGuys embody this philosophy?
People want to do business with people they feel like they know and can trust. If you want to build a business with rapid growth and great success, you need to get comfortable being in front of a camera. Explain your day-to-day, teach people things about your industry and POST everything on Social Media. We are in a world where “attention” is our greatest asset. If you can capture people’s attention, you will win over their trust so long as you are authentic. People always ask me, how did you do it, the short answer is “you” have to do it. Respond to your community and interact with them. This is where the world is headed, and it’s how WatchGuys continues to thrive.
In a world increasingly dominated by digital transactions, how do you maintain a human touch in your business?
At WatchGuys, we prioritize human connection. We call every customer whether they are buying or selling a watch. I personally respond to every message on Instagram and even FaceTime with customers to make them feel comfortable. We make sure to engage with every comment on YouTube and go the extra mile to connect. I film everything—our process, our products, and even the behind-the-scenes moments—and share it all so customers can see the people behind the brand. It’s all about keeping that personal touch, even in a digital world.
WatchGuys has grown rapidly—what do you think has driven this success?
What truly drives our success is our reputation. Yes, we’ve seen tremendous growth on Instagram and YouTube, and we’ve built a large audience, but it’s our reputation that really speaks for itself. We do everything the right way—upholding a quality standard that sets us apart. From the condition of our watches to the guaranteed authenticity and competitive prices, it all adds up. This builds trust and speaks volumes to our community. We also focus on treating every customer exceptionally well, and people notice. When customers come in and mention how well they’ve been treated, that’s when you know you’re doing something right. People want to do business with those they trust, and that’s what counts.
What sets WatchGuys apart from other players in the luxury watch market?
What sets us apart is, once again, our reputation. When you come to WatchGuys, you know exactly what you’re getting. My number one recommendation to anyone looking to buy or sell a watch—especially in a highly competitive market where another dealer might offer you $100 more or less to win your business—is this: it’s not about getting a few extra dollars, it’s about choosing the right dealer to work with. "Buy the dealer, not the watch. " That’s what matters. At WatchGuys, we’re always here for you, providing the trust, transparency, and service that stand the test of time.
How do you ensure authenticity and trust in an industry sometimes plagued by counterfeit concerns?
Authenticity is a top priority for us. Every watch is meticulously inspected by WatchGuys representatives and our team of skilled watchmakers. We don’t just check the movement—we inspect every component to ensure its originality. There are many dealers who will sell Rolex watches with aftermarket dials or bracelets, but we take great pride in offering only genuine, original pieces from Rolex and other brands. It’s this attention to detail that ensures our customers can trust the authenticity of every watch they purchase from us.
What are your long-term goals for WatchGuys?
Our long-term goals for WatchGuys include expanding our location/locations here in Los Angeles, with some exciting developments that I can't quite reveal just yet. We’re also planning to extend our reach internationally, eventually offering services in Europe, the UK, and beyond. While attracting high-end clientele and offering some of the most limited watches in the world is a key focus, a top priority for me is making sure we continue to provide everyday watches in abundance—like the Pepsi, the Starbucks, the Datejust. These are the watches that built WatchGuys, and we will always remain committed to offering them to our customers. We’re also very excited about our unscripted reality TV series, Selling Time, which is currently exclusive to YouTube. There’s some big expansion news on the horizon for the show that we can’t quite share just yet. If you haven’t already checked out our episodes, we drop one every Sunday. It’s a great way for people to get an inside look at what it’s like day in and day out in the watch business and to stay updated on current prices. Go check it out here: Selling Time on YouTube.
FACT BOX
Name: Robertino Altieri
Age: 29
Ethnicity: Italian American
Likes to do: Watch the Lakers
Dislikes to do: Watch the Lakers
Favourite Netflix Show: Peaky Blinders
Dream job when you were young: Being a fighter pilot, ie, Top Gun
Instagram Account: @WatchGuys
YouTube Account: WatchGuys
