🦥 #7 How One Instagram Page Turned a Passion for Watches into a Career

Hey Antwerpreneurs!

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Once a month, we bring you inspiring stories of entrepreneurs and business owners in Antwerp.

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Average reading time: 6 minutes

What’s on the Menu?

• 🍦 Scoop: NASA’s “Earth Copilot”

• 💬 Words of Wisdom: From the mind of Aristotle

• ✋ Antwerpreneur: Get to know Laurent Geerts

• 💎 Quiz Question: Can you guess the event?

🍦 Scoop  

NASA's "copilot" refers to an AI system called Earth Copilot. It is a collaboration between NASA and Microsoft. The AI chatbot helps people understand the information that NASA collects about Earth. It allows users to ask questions and receive insights about climate change, weather patterns, deforestation, air quality, and more.

Take a look at the video here!

💬 Words of Wisdom 

And now, let's move on to our Antwerpreneur!

✋ Antwerpreneur: Laurent Geerts

Meet Laurent!

Born in Oosterhout, Netherlands.

At just four, he moved to Antwerp, Belgium.

By his late teens, Laurent noticed his friends wearing luxury watches. His fascination grew.

He started following watch pages on Instagram. That’s when he first saw the Rolex GMT-Master II “Coke.”

But it wasn’t until his close friend Kristof took him under his wing that Laurent truly discovered the world of watches. Eventually, he was inspired to buy his first luxury timepiece.

From Rolex Admirer to TUDOR Influencer

In 2012, Laurent went to Canada to work on his family’s farm, driving grain cart tractors.

He saved up enough money.

When he returned to Belgium, Laurent and Kristof visited a Rolex dealer.

Laurent saw the Black Submariner and Black GMT-Master II.

But those black models? Too similar to what his friends wore. He wanted something different.

Spending all his savings on a watch? That felt risky.

Kristof suggested checking out TUDOR instead.

He saw the TUDOR Heritage Black Bay Red—affordable and with a similar look as the Rolex “Coke.”

It was a no-brainer. Laurent made the purchase.

“My dad couldn’t believe I’d spent 25% of my savings on a watch,” Laurent laughs. “He wasn’t too supportive at first. But this was the beginning of everything.”

Finding His Voice with MisterTUDOR

While working at his father’s furniture rental business, Laurent’s passion for watches grew.

He went deep into the world of TUDOR.

Laurent found Instagram pages dedicated to wrist shots of watches.

He wanted in. But he hesitated.

He didn’t want to come across as a show-off by using his own account.

Then, at a party, a friend jokingly called him “Mr. Tudor.”

And just like that—MisterTUDOR was born in 2013.

The page grew. Fast. Today, MisterTUDOR has over 34,000 followers on Instagram.

Growing TUDORaholics and Joining The Belgian Watch Club

Three years into MisterTUDOR, Laurent reached out to the owner of TUDORaholics, another TUDOR-focused Instagram page.

He offered to help manage content.

The collaboration worked. After some months, Laurent negotiated with the owner and took full ownership of the page.

TUDORaholics now has over 94,000 followers.

Laurent’s consistent engagement and cross-promotion with MisterTUDOR fueled that growth.

A year later, Laurent joined The Belgian Watch Club.

He contributed to marketing and communications, helping to organize meetups, and attended events like Baselworld to connect with collectors, dealers, and brands.

At one point, it even caught the eye of The New York Times.

Building relationships in this community gave Laurent the network he needed.

A Game-Changing Email to TUDOR

Laurent’s dad quickly became his biggest supporter.

He’d ask about the progress of the page and brainstorm new ideas.

One day, his dad suggested reaching out to TUDOR directly for a collaboration.

Finding a contact email for TUDOR? Difficult.

But Laurent didn’t give up. After digging, he found an email.

It was on a website for a horse-jumping event sponsored by Rolex.

Laurent and his dad crafted the perfect message and hit “send.”

And then... they waited.

Days passed. No response.

Laurent started losing hope.

Then—TUDOR replied.

They were interested and invited him to Geneva.

Laurent booked his flight.

A week later, he was at Rolex HQ.

Not only did he meet with the TUDOR team, but he also had the opportunity to meet CEOs of both TUDOR and Rolex.

They offered him a deal:

Showcase TUDOR watches as a “collector” and get a yearly fee.

Parting Ways with TUDOR

After three successful years, Laurent and TUDOR’s goals began to shift.

TUDOR wanted more exclusive content focused solely on its brand, but Laurent had always valued the creative freedom to mix things up.

The change in direction—combined with Laurent comparing his work to that of other TUDOR ambassadors—created tension.

Eventually, they parted ways.

“That might have been one of my biggest mistakes. But things happen for a reason,” he reflects.

Entering the Big Leagues with Amsterdam Vintage Watches and Collectors Gallery Dubai

By this point, Laurent had been working a desk job at an eCommerce company for some years. But the work felt unfulfilling.

He turned again to his dad for advice.

Over time, Laurent built a strong relationship with Amsterdam Vintage Watches (AVW) through purchases and referrals.

One day, he decided to propose becoming their partner. In 2023, Laurent became a partner at both Amsterdam Vintage Watches and Collectors Gallery Dubai (an AVW partner).

He now spends his days between Amsterdam and Antwerp, handling sales and managing the community.

“Every day is spontaneous,” Laurent says. “One moment I’m selling watches, the next I’m answering emails, handling shipments, or posting on social media.”

At AVW, he had the chance to work with some of the rarest watches in the world—from a 1-of-1 White Gold Cartier Cheich to the iconic Paul Newman Rolex Daytona.

One of his most memorable experiences?

Being the middleman in the sale of a Cartier Crash to Moroccan royalty.

Inside Amsterdam Vintage Watches and Collectors Gallery Dubai

For Laurent, working at AVW and CGD isn’t just about watches—it’s about connections and stories.

As co-host of Watch Talk on AVW’s YouTube channel, alongside Jasper Lijfering (AVW’s owner), they build trust with collectors and enthusiasts alike.

But working at AVW and CGD isn’t without challenges.

The sales-driven environment is intense.

Deals involving high-value watches, often starting at €15,000, require careful attention to every detail.

When intermediaries are involved, the process can get stressful.

Who are their clients? Business owners who’ve sold their companies, corporate executives, and heavy hitters from the eCommerce and crypto industries.

Why Knowing the Seller is Key in the Luxury Watch World

Fake watches are easy to spot for a trained eye.

The real challenge? “Frankenstein” watches.

These timepieces are assembled from parts that weren’t originally made together—much like Frankenstein’s monster in Mary Shelley’s novel.

Some are created to restore vintage watches when original parts are unavailable. But others are built to deceive.

For example, someone might take the real working part from a Rolex and put it into a fake metal case (the outer part that holds everything together). They might also swap the dial (the face) from one watch with the metal case of another, making the watch non-original.

These mismatched parts can impact authenticity, value, and the story behind the watch.

Laurent advises, “That’s why you need to know what you’re buying and from whom.” or in short, as he likes to say, “Buy the seller.”

Laurent’s Advice for New Enthusiasts 

For those new to watch collecting, Laurent suggests starting with a vintage Rolex Datejust or the TUDOR Black Bay 54 for a modern, everyday option.

“Start collecting slow, save, and invest in a timeless brand like Rolex — it's the safest bet.”

He also stresses the power of networking.

“Your knowledge is important. But connections are priceless,” he says.

Building relationships, trust, and attending events can make a huge difference in the luxury watch world.

From Passion to Profession

His story shows how passion, persistence, and bold moves can turn a hobby into a career.

Laurent’s journey proves that sometimes, all it takes is making the decision or daring to ask the question.

“Creating that Instagram page changed my life.”

Laurent’s Recommendations

• Accounts: Amsterdam Vintage Watches, MisterTUDOR, TUDORaholics, and Collectors Gallery Dubai

• Website: Hodinkee, but now he feels it's becoming increasingly biased towards certain brands

• Podcasts: The Joe Rogan Exprience

• Currently listening: Drive Me Crazy - Myles Lloyd

• Activity: Go-karting and driving sports cars

• Favorite spots in Antwerp: De Vismijn and Giraffe

Antwerpreneur-to-Antwerpreneur

Question from Robin to Laurent: Imagine your grandma is sitting in front of you, asking about the most emotionally satisfying moment that makes you feel proud. What would you tell her?

It’s deeply personal.

Before his dad passed away, Laurent engraved a TUDOR watch and sold it to him as a gift—for Laurent’s younger brother.

It wasn’t just about the watch.

It was about the journey.

A journey from doubt... to support... to full understanding.

Laurent’s father hadn’t always been on board with his passion. He’d once worried that Laurent’s obsession with watches was a waste of time and money.

But over the years, his dad became Laurent’s biggest fan, encouraging him to chase his passion and take it as far as he could.

When Laurent’s younger brother received the watch, it wasn’t just a gift—it was a message. Their father had come to understand how much watches meant to Laurent.

Laurent smiles, remembering. “That’s the warmest feeling I’ve ever had,” he says.

His dad had seen the passion.

He’d seen how far Laurent had come.

And fully supported his journey.

Laurent’s Question for our Next Antwerpreneur:

Looking back at how far you’ve come, what would you do differently as advice to someone just starting out?

Connect with Laurent

Want to connect with Laurent? Check him out on LinkedIn.

💎 Quiz Question

Which prestigious event is NOT sponsored or partnered with Rolex?

A) The Tour de France

B) The Masters Tournament

C) Burghley Horse Trials

D) Wimbledon

_{You can find the answer at the end}

Pura Vida! 🦥 

Jose

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Answer: A) The Tour de France