WHICH WATCH TO BUY
This isn't a store. It's not a brand. It's a legacy in motion — a story told in seconds, minutes, and moments. Welcome to the soul of horology.
Meet the Founder — Riyan Czar
At just 10, he turned an obsession into a philosophy. Not just about timepieces — but timeless identity. Discover the boy who built a global legacy from a childhood love for watches.
Our Mission & Vision
Our Mission
To guide every person toward a timepiece that doesn’t just tell time — but tells their story. We’re here to end confusion, eliminate guesswork, and turn watch buying into a journey of identity.
Our Vision
To be the world’s most trusted watch consultancy — where passion, personalization, and purpose converge. Which Watch To Buy is not a store. It’s a legacy builder — one wrist at a time.
Our Philosophy
"Watches aren’t about resale or reputation. They’re emotional. Philosophical. A window into who you are, what you value, and where you’re going. We decode the psychology of your time — and match it with the perfect machine to carry it."
Inspired by Greats
Legends Who Shaped the Culture
From the raw authenticity of Nico Leonard to the refined excellence of Khaled Ebrahimi and Roman Sharf — and the business acumen of Kevin O’Leary — we honor those who shaped modern horology and entrepreneurial thought. Which Watch To Buy stands on their shoulders and walks its own bold path forward.
Khaled Ebrahimi
CEO, Luxury Souq
Khaled taught me the power of confidence, presence, and knowing your product better than anyone else. His luxury storytelling inspires our high-end mindset.
Kevin O'Leary
Investor & Shark Tank Star
Kevin’s brutal honesty and discipline in business inspired me to never sugarcoat reality. He reminds me to always respect capital and accountability.
Nico Leonard
Founder, Pride & Pinion
Nico’s raw energy, unfiltered opinions, and ability to connect with everyday collectors made me fall in love with the emotional side of watches.
Roman Sharf
CEO, Luxury Bazaar
Roman embodies consistency, education, and market leadership. He showed me how long-term credibility builds empires in the watch world.
Ready to find your watch?
Your story deserves a timepiece. Book your private consultation with Riyan Czar now.