Building Alexander Lux Co.

Building Alexander Lux Co. documents the real journey of building a luxury watch business from the ground up.

The goal: $1,000,000 in actual profit over a rolling 12-month period.

No fake success. No rented lifestyle. No pretending to have all the answers.

This channel follows the real process — sourcing watches, negotiating deals, buying inventory, selling retail and wholesale, auctions, platform fees, mistakes, failed transactions, lessons, wins, losses, and everything in between.

Along the way, I’ll also break down real deals, share what I’m learning about the watch business, answer practical questions new traders face, and interview people who have already built profitable watch businesses.

This is not just a watch review channel.

It’s a business journey.

Whether you’re interested in watches, entrepreneurship, sales, negotiation, building wealth, or simply what it takes to start something new and figure it out in public, welcome to the journey.