Prosperity Time lands eight-figure VC deal in pre-owned luxury watch market
What's the deal? Annatar Ventures has made a strategic investment in Prosperity Time, a South Florida-based dealer and concierge platform for authenticated pre-owned luxury watches. The deal values the company in the eight-figure range, making it one of the first venture-backed firms in the pre-owned luxury watch category.
Prosperity Time grew from roughly $1.2M in annual sales in 2022 to over $50M in 2025. It deals in brands like Rolex, Patek Philippe, Audemars Piguet, Richard Mille, and Vacheron Constantin, serving clients across dozens of countries.
The company plans to use the capital to expand into new markets, strengthen its financial and operational infrastructure, and deploy technology to enhance the client experience.
Why now? The global pre-owned luxury watch market has surged in recent years, fuelled by collector demand and growing consumer preference for the secondary market as a source of rare, discontinued, and allocation-restricted references. Yet most dealers remain independently operated, lacking institutional backing and the infrastructure it brings.
"The secondary luxury watch market is large, growing, and largely without institutional infrastructure. That's unusual for a category of this size," said Parker Little, founder of Annatar Ventures and chief executive officer of Morgul Holdings.
What could go wrong? The pre-owned luxury watch market is notoriously cyclical. Prices for sought-after references spiked during 2021–2022 before correcting sharply, exposing dealers to inventory risk. Scaling a business built on trust and white-glove service is inherently difficult — and injecting venture capital into a category that has thrived on personal relationships could introduce tensions between growth targets and client experience.
Authentication and fraud remain persistent challenges across the secondary market, and any high-profile misstep could damage the brand equity Prosperity Time has built.
The signal: This deal reflects a broader pattern of venture capital pushing into luxury resale markets that have historically resisted institutionalisation. Categories like sneakers (StockX, GOAT) and handbags (The RealReal, Vestiaire Collective) have already attracted significant VC backing — watches appear to be next.
As part of the investment, Annatar will provide operational, financial, and technology resources, including stronger financial reporting, scalable fulfilment processes, expanded marketing, and tech integration. It's a playbook borrowed from high-growth e-commerce, now applied to a market built on discretion and personal service.
Prosperity Time's 40x revenue growth over three years caught institutional attention. Whether the company can maintain that trajectory — and its reputation — under the pressures of venture-backed scaling is the question that matters now.
Read more: markets.financialcontent.com
