Theo Marchetti built a business out of the watches nobody wanted

Second Sunday trades gold dress watches from the decades the market skipped. He bought the whole category while it was cheap, and he is still buying.

Words by The Worldwatch Desk5 min readMay 28, 2026

The pool and the plaster copy of the David at the house Second Sunday trades from
The pool and the plaster copy of the David at the house Second Sunday trades from

Theo Marchetti trades from a house with a swimming pool and a plaster copy of the David standing at the shallow end. He did not put it there. It came with the property, and he has kept it because customers remember it.

"Nobody remembers a showroom," he says. "Everybody remembers the statue."

Second Sunday is a fictional dealer. This profile is placeholder copy, written to hold the slot until the next interview is published.

Second Sunday is named after the day he used to do his buying, at a monthly market he no longer needs. The business is eight years old and deals almost entirely in gold dress watches made between the mid-fifties and the mid-seventies. It is a category the market spent twenty years ignoring, which is exactly why he is in it.

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Still to come

  • Buying the unfashionable thing
  • The condition line
  • Selling something people do not know they want
  • What he would do differently
  • Starting today
  • Dealer's notebook

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