Instead, they are leveraging the luxury watches already sitting on their wrists.
A new Dubai-based company, The Heritage Club, is introducing a concept that is already gaining traction among collectors, business owners and high-net-worth individuals. The company has become custodian of more than AED 8 million in client assets through a unique buy-back model that allows watch owners to access instant liquidity while retaining the right to repurchase their timepiece at a later date.
The process is surprisingly straightforward. The Heritage Club purchases a client’s watch outright, with offers ranging from AED 25,000 to AED 2.5 million. The original owner then retains a contractual right to buy the watch back within a 30 or 60-day period at a pre-agreed price.
For many entrepreneurs, this provides access to capital at a time when speed can make all the difference.
Whether it is securing a business opportunity, bridging a short-term cash flow gap or taking advantage of an investment, clients are able to unlock value from an asset they already own rather than selling it permanently.
Perhaps most notably, there are no credit checks, no personal guarantees and no lengthy approval processes. The transaction is based entirely on the value of the watch itself.
As luxury watches continue to be viewed as alternative assets, the model is attracting increasing attention from collectors who see their timepieces as more than just status symbols.
Security and transparency are central to the process. Every watch is authenticated by certified experts in the client’s presence before being sealed in a tamper-proof bag and transferred to an institutional-grade, temperature-controlled vault. The watch remains untouched for the duration of the agreement and clients typically receive payment within 90 minutes.
While buy-back models have been established in other markets for years, the concept remains relatively new in the UAE, making The Heritage Club one of the first companies to bring the service to the region in a structured and fully compliant format.
The company was founded by entrepreneur and watch collector George Flo, who believes many owners overlook the financial potential sitting in their watch collection.
“As a watch collector myself, I understand the relationship people have with their timepieces,” says Flo. “Watches are deeply personal, but they are also valuable assets. Smart individuals know how to leverage the assets they already own rather than parting with them permanently.”
The early figures suggest there is already significant appetite for the concept.
In a market defined by ambition, entrepreneurship and rapid decision-making, luxury watches are beginning to serve a purpose beyond craftsmanship and prestige. For a growing number of people in Dubai, they are becoming a practical financial tool that can unlock substantial capital when it matters most.
The next time you see a Rolex, Patek Philippe or Audemars Piguet on someone’s wrist, it may be worth remembering that it is not just telling the time. It could also be funding their next big move.
