DVW’s Grand Opening
It’s been 2 weeks since we opened the Danny’s Vintage Watches physical shop in NYC’s famous (or infamous) Diamond District—one of the most cut-throat, shady, yet interesting blocks in New York.
The diamond district is well known for its good deals if you know your way around the block (and the funny business that takes place) both in the exchanges and upstairs. The general public just pays attention to the glitz and glamor of the first floor exchanges, with their beautiful and well-lit showcases of overpriced APs, Rolexes, and diamond jewelry—but the real business, the real money being exchanged is upstairs, where no one can see.
The general perception of the diamond district in New York isn’t the most positive. You ask most New Yorkers what they think of the block and you’ll hear words like “grimy”, “cheaters” and “deceiving” (all true, sometimes). Part of the reason why I was hesitant to open a shop was how people perceived 47th Street, but it made the most sense to open there. It was great to see friends and family come out to support us.
DVW has always been an online store for vintage and pre owned watches and when we finally decided to have a physical showcase, it was nice to see positive and celebratory reactions from both the online and local watch community in NYC. 47th Street is just flooded with modern watches, diamond jewelry, and even more aftermarket stuff than people asked for. The local market NEEDED a place to try on and buy vintage watches as there really wasn’t another shop at this scale in vintage watches.
DVW is the second shop on the block specializing in vintage and I couldn’t be more proud. (I highly recommend Manhattan Watch Co, the only other vintage/preowned spot on 47th Street—Larry and Armando are great!). The reality of having a booth exceeded my expectations as both watch enthusiasts and non-enthusiasts alike came in to try stuff on, figure out their tastes, and even purchase!
I was so fixated on online retail that having a shop didn’t make sense, but I couldn’t have been more wrong. April of 2022 in particular wasn’t the best time for the pre-owned watch market as a whole, which caused doubt in having a physical shop (both demand for watches and the overhead), but I realized a few things: even in 2022, in a time of next-day shipping, purchasing real estate online without ever stepping foot in the home, and Uber eats, people STILL want to try on watches in person. People still want to feel and compare watches, an item that is supposed to be personal to the owner.
The physical experience for both me and the customer is obviously different than online. People want to know the seller and more importantly, buy the seller, not just the watch. The dynamic between the buyer and seller is different now, but in a positive way. The relationships between customers and I are more personal and sensible as opposed to a simple DM on instagram (I love you guys just the same!). It's nice to talk to, learn, and even sympathize with people with varied tastes, jobs, businesses, and backgrounds.
Part of the reason why I love dealing in the first place was the relationships that developed over time. But my work was always behind a screen (in sweatpants a lot of the time). The shop allows my partners and I to have more meaningful conversations and ultimately relationships, whether it be meeting a local dealer I wouldn’t have met otherwise, or a woman with a restaurant business looking for a graduation gift for her son! I’m grateful for the support (especially all the NYC watch locals) that come by to shoot the shit, talk watches, and play with new inventory.
I’m looking forward to whats to come for both DVW and our clients. Feel free to stop by and check out Danny’s Vintage Watches at 23 W 47th Street, Suite 48.
