Alexandra Vackenfeldt, known as Watch Out for Alex on social media, has made a name for herself in the watch space.

While she “just happened” to fall into the watch space, Vackenfeldt has built quite the portfolio for herself and is now utilizing Instagram and TikTok to help others expand their knowledge of watches

How did you find yourself entering the watch space?

I was working in retail in my home country Sweden. So I started working as a part-time cashier at Zara, and I just upgraded from there – both my title and workplace. But it was when I started working at a multi-brand watch shop back in 2017 my watch career really started.


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A post shared by Watch Out For Alex (@watchoutforalex)

What was your inspiration for becoming a watch broker?

Well, it kind of just happened. I had the watch knowledge, so I just built my network and got to know both watch dealers and clients. Now when I get an inquiry I just contact the watch dealers to see whoever has the watch my client is looking for.

Throughout your career in the space so far, what is one of the most special watches you’ve come across?

That must be the RM 57-03 Tourbillon Sapphire Dragon. Extremely rare (and expensive) timepiece!

For those who are looking to invest in a watch for the first time, what is your advice?

I think the most important thing is to find a model you know you’ll enjoy wearing. Do you want an everyday sporty watch in steel? Or do you want a classy gold watch you’ll only wear on special occasions? After you’ve figured out how you’re going to wear it, do your research and see which models are interesting to you. Check the availability at an authorized dealer, and if it’s hard to get check the market price on for example Chrono24. Some models increase a lot in value, some lose value. So it’s important to do your research!

As a female in the watch industry, are there any difficulties you’ve faced?

Yes, definitely. I think most women in male-dominated industries have to struggle a bit. But I’m grateful for how well and respectfully I get treated in this industry here in Dubai. In my home country, the big watch profiles are not known for treating women well.

You’ve been posting watch content on social media for a while now. How have you found it helped (or hindered) onboarding clients?

My best clients don’t even have social media, so I wouldn’t say it has helped me get sales. But it’s basically my portfolio so it has been great for me to show it when I’m networking, just for people to understand what kind of watches I’m selling. Also, I’ve got to know big watch profiles all over the world because of my Instagram page.


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In business, what is a philosophy you live by?

I love the quote: “If they don’t give you a seat at the table, bring a folding chair.”

What have been the hurdles you’ve had to overcome throughout your career?

Since I started working with watches I knew there was nothing else I wanted to do. But at one point I felt stuck and was considering changing my career, even if I didn’t want to. I’m very happy I didn’t give up.

What have been the key milestones?

Moving to Dubai to work with watches was a big milestone for me, especially because I now work with the most exclusive watches in the world. I made that decision when I was going to give up my watch career, so it literally went from 0-100. But I still have many milestones I want to reach! One of them is to be a part of a team and build something great together.

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