The Gen Z Watch Dealer the World’s Rich and Famous Have on Speed Dial

Pre-loved luxury goods are estimated to grow three to four times faster than the primary luxury market, which takes a huge majority market share in the luxury fashion space. To emphatically state: pre-loved luxury goods are estimated to reach over $50-60 billion this year globally.

The pre-loved market is greatly driven by a new consumer base of Gen Zs and Millennials who value sustainability and accessibility. These goods are often rare to find or are discontinued items, thus making them greatly sought after. To look into the pre-loved luxury market, I sat down for a candid chat with the co-founder of Love Luxury, Adam Abraham, who runs the business alongside his wife, Emily Abraham.

With two thriving stores in London, Knightsbridge, and Dubai, their pre-loved luxury-based boutiques have been in operation for over six years. They are a trusted name in the luxury resale market and sell an assortment of luxury items from Hermès, Chanel, Louis Vuitton, Rolex, Cartier, Patek Philippe, Richard Mille, Van Cleef & Arpels, and more. What sets them apart from others is their business model, which offers same-day cash payouts that range from a few hundred to several hundred thousand dollars per transaction. This family-run business even offers an authentication service for its customers and a consignment service.

Love Luxury is a viral sensation on TikTok, where they show the ins and outs of their business. What gets me laughing is often the customers’ interaction with Love Luxury’s team and the stories the customers tell when looking to buy or sell an item.

Adam: Love Luxury was born from mine and Emily’s shared passion for quality and authenticity. We both started buying and selling watches and handbags years ago and quickly saw a gap in the market for a trusted, professional brand. My business experience and Emily’s eye for fashion made the perfect partnership to take Love Luxury global.

Adam: We’ve been trading as a pre-loved luxury destination for more than six years. The company started as a side business, running alongside the other London buy-for-cash stores we had. It was during COVID five years ago when we recognized the demand for pre-loved designer goods and the boom in the market and decided to rebrand and focus predominantly on growing this arm of the business. Love Luxury was officially born in early 2021, and we opened our first store in London’s Knightsbridge, a stone’s throw away from Harrods, and we’ve gone from strength to strength ever since, with the opening of our second store in Dubai last month.

THE BUSINESS OF LUXURY

Adam: We stand apart because of trust and knowledge. Every item is rigorously authenticated by us and our team of experts, and our reputation is unmatched! TikTok and Instagram have been game-changers for customer acquisition. My wife Emily’s creative direction and my strategic vision keep the content sharp. We will also be expanding into major cities in the future. When it comes to the customers we feature on our social media page, we are selective; this ensures our customers have a great in-store personal experience.

THE RESALE ECONOMY & PRE-LOVED CULTURE

Adam: Gen Zs and Millennials are driving the resale market; they value investment pieces and sustainability. Labubu figurines? A fun trend, but Hermès and Patek Philippe remain the blue-chip assets. We guarantee authenticity through systems, processes, and industry relationships. Buying habits have shifted; first-time buyers are becoming educated investors, and brands are slowly warming up to the pre-loved space.

Adam: Yes, we have had customers asking us to source them; we did purchase quite a few recently as part of a giveaway, but they’re not something we actively stock. They’re definitely a trend; the very rare ones I expect will be good investments, but the majority are too widely available to be worth anything.

Adam: We specialize in accessories from the top end of the luxury market, including Chanel, Hermès, Patek Philippe, Richard Mille, and Rolex. What sets Love Luxury apart is the fact we’re a family-run company, with complete transparency, so you get the trust with us, which you don’t with a lot of other companies. Our clients become friends that we have long-term relationships with. Fraudsters have turned their attention to the luxury goods market on secondhand platforms and are very clever in how they do it. An online pre-loved site and a store like ours will often offer you around the same amount and can compete in pricing, but being able to sit and speak to an expert about your product who will inspect it in front of you will make the entire process of selling crystal clear and ensures that any risk of fraud is eliminated.

Adam: Because of social media, people are becoming even more knowledgeable about the high-end luxury world and know exactly what they want when they come to us. More and more people are investing in accessories such as Birkins and Rolexes than ever before, as they prove to be a solid investment at a time when property and stocks and shares can be quite uncertain in the current climate. It’s not just customers looking for a nice new handbag or watch; we’re dealing with serious collectors and investors.

Adam: Luxury brands are always going to do everything they can to stop people from selling on the secondhand market, especially those that are making a lot of money from selling rare products they get directly from the brands for an inflated price on the secondhand market. On the other hand, it is something they need to embrace in order to keep with the times and work sustainably, which is why a lot of brands have introduced in-house pre-loved services; they want to control it as much as possible.

STYLE, CULTURE & CELEBRITY INFLUENCE

Adam: Celebrities and royalty shop with us because they trust us. It amplifies our cultural relevance, but we treat every client like a VIP. We also practice ultimate discretion, so a lot of our celebs and royal clients are never shown on our social media or mentioned anywhere.

Adam: One of the most stunning pieces we’ve handled? A diamond-set Patek 5711; even Emily was blown away by it!

CREATIVE LEADERSHIP & VISION

Adam: My day is split between leading the team, sourcing ultra-rare pieces, and driving expansion. I split my time between the Love Luxury London and Dubai stores and fly between them each fortnight. It’s a lot of traveling, but I value being at the stores in person and managing the team in a hands-on approach.

Adam: Emily balances this with her creative leadership and connection with clients worldwide. Together, we keep the brand progressive without compromising authenticity.

Adam: Build trust, work harder than everyone else, and stay consistent. Your background isn’t a barrier; it’s your advantage.

It was great to hear the story of how far Love Luxury has come, making its stamp and continuously evolving in this market. This is proof to show that luxury resale is the future of fashion and investment. You can discover more at www.loveluxury.co.uk.