By: Cindy Chang
Jackie Chou is a Watch Sales and Collections Expert in fine watches, renowned for her expertise in luxury collectibles and rare timepieces. With a background in luxury marketing and event planning, Jackie has become an influential figure in the world of fine horology, connecting collectors globally through live and online sales. In this interview, she shares her approach to watch collecting—not merely as a transaction but as a bridge between identity, memory, and craftsmanship.
Q. Can you tell us about your journey into the luxury watch industry and how you developed your expertise in this field?
I come from an art family—my father is an art dealer specialising in Chinese art, so I grew up visiting auction previews and galleries. I’ve always been familiar with how the auction world works. I started my career in the luxury industry, first at CHANEL, then FENDI, and later at Tiffany & Co., where I learned how to create meaningful experiences for clients. Moving into the world of fine watches felt like a natural transition—it allowed me to combine my love for storytelling, craftsmanship, and connection with collectors.
Q. What excites you most about your work in the luxury watch industry? Is there a particular aspect of the job that stands out?
What excites me most is discovering the stories behind each watch—learning about its maker, its journey, and the people who once owned it. Every piece carries emotion and history, and I love helping connect those stories to collectors who truly appreciate them. Whether I’m helping a client consign a watch or simply listening to the memories it carries, I’m constantly reminded that what we handle isn’t just luxury—it’s legacy.
Q. You recently helped a close friend find a specific Patek Philippe Ellipse model. Can you walk us through that experience and what it taught you about the role watches play in people’s lives?
That experience started as a simple favour but became something much more meaningful. My friend was looking for a specific Patek Philippe Ellipse as a gift, and through that process, I learned how deeply personal a watch can be. As we traced its design back to the 1970s and discovered its inspiration from the golden ratio, we also uncovered stories of past owners—collectors, dreamers, and families who had kept it as a quiet symbol of love or achievement. It reminded me that a timepiece is never just about craftsmanship—it holds memories, emotions, and legacy.
Q. How do you help clients uncover the stories behind timepieces and connect with the rich history of watches?
I always start by listening—not just to what clients want to buy or sell, but why. I dig into provenance, previous ownership, and design history. Once clients see the human stories behind a watch, they often connect with it on a deeper level. For me, it’s about revealing how each watch reflects a moment in time, a passage in someone’s life, rather than simply focusing on its surface features.
Q. How does your background in event planning and luxury marketing influence your approach to working with clients? Could you share an example where that experience made a difference?
My experience in event planning taught me that details and atmosphere shape how people feel. I apply that same mindset to how we present watches—from creating a seamless client journey to emphasising storytelling in every interaction. I also helped with a major luxury campaign where we brought together fine watches, jewellery, and designer handbags. It allowed me to merge my background in luxury branding with my expertise in watch curation, creating an experience that felt both sophisticated and personal.
Q. How do you balance the legacy of luxury watchmaking with the use of modern tools and digital platforms?
To me, it’s about respecting the legacy of watchmaking while using modern tools to share those stories. We balance tradition and innovation through digital catalogues, storytelling content, and curated client experiences that make history feel alive and relevant. That way, the high craft of the past resonates in a modern context.
Q. What makes your approach to the world of fine watches unique?
I’ve always believed that each watch has its own story to tell. Whether it’s through provenance, design history, or previous ownership, I help clients connect to those human stories. Watches aren’t just beautiful objects; they reflect moments in time, transitions in life, and deep personal connections.
Q. In your experience, how do watches help define or influence people’s lives?
Watches often represent milestones—moments that define us. I’ve seen how a watch can capture emotions and make a statement of love, success, or heritage. These pieces become much more than an accessory; they become part of a person’s legacy. The deeper connection people have with their watches is what keeps me passionate about my work.
Final Thoughts
Through her work in luxury watch collecting, Jackie Chou brings together elegance, history, and personal narrative, demonstrating that a luxury watch can be far more than just an accessory. It can reflect a milestone, a memory, a connection. For those interested in discovering more about the evolving world of horology, it’s the story behind the dial that matters most.
