Podcast Summary: Just A Moment — "Wrist and Reward" with Yasha Tehrani

Host: Brant Menswar
Guest: Yasha Tehrani (Founder of Rex Watches)
Date: March 23, 2026
Duration: ~23 min main discussion

Episode Overview

In this episode, host Brant Menswar welcomes Yasha Tehrani, founder of Rex Watches and a prominent figure in modern collector culture. Yasha shares candid stories behind his career shift from attorney to viral watch dealer, highlighting the pivotal moments—and missed chances—that shaped his journey. The episode explores risk-taking, integrity in luxury sales, the role of social media, and hard-won lessons from setbacks and the grind, all within the unique ecosystem of New York’s 47th street watch district.

Key Discussion Points & Insights

1. Origins & Career Beginnings

• Family Background & Education ([01:04])
  • Yasha was raised in a hardworking, entrepreneurial family with deep ties to the jewelry business.
  • Early on, Yasha showed more enthusiasm for sports than academics, later wishing he "put a little more umph into it."
• Transition into Law
  • Pursued law school aiming to be a sports agent, inspired by a former NFL player professor ([02:17]).
  • Entrance into sports law proved difficult, leading him toward family law:

    “After speaking to him, it was an industry that was very hard to get into. I was sending out my resume, willing to work for free...and no one even responded to me.” — Yasha ([02:40])

2. The Transformative “Breakthrough” Moment ([03:53])

• First Rolex & The Spark

  • Bought a Rolex GMT-Master II in 2010, an act made possible by his legal salary.
  • Realization struck upon trading it: there was active value and a market, igniting his interest in watch dealing.
  • Began flipping watches as a side venture, quickly building a small inventory:

    “I didn’t have much money...I started searching ebay and Craigslist, all these places, pawn shops...next thing you knew, I had 10 watches.” — Yasha ([03:53])

• Transition to Watches Full-Time ([04:58])

  • After his first daughter’s birth, his passion for watches began to eclipse law.
  • With his wife’s support, began a careful transition—law three days a week, watches two days a week, eventually going all-in as a dealer:

    “My focus mentally had already changed...Once she gave me the okay and the support, I was full fledged into being a watch dealer.” — Yasha ([04:58])

3. Navigating the Watch Industry—and Its Risks

• Barriers & Integrity ([08:21])

  • Initial challenges: intense competition, discrimination, and the prevalence of fakes made entering the market difficult.
  • Yasha’s core principle: total honesty and protecting his name above profits:

    “There’s not one watch that can ever replace my name, my business, or my integrity...Everything I buy must be checked.” — Yasha ([09:26])

• Building Trust on Social Media ([10:23], [13:13])

  • Transparency (e.g., revealing attempts to sell him fake watches) and authenticity built him an exceptionally loyal online audience.

  • He avoids collaborations unless there’s mutual respect:

    “If you see me doing a video with someone, I respect that person and I do business with them...everything I do is real.” — Yasha ([11:30])

  • Social media’s impact: connected him with clients worldwide; Yasha insists he’s “a watch dealer that does content, not a content creator who sells watches.” ([13:34])

• Tone of New York’s “47th Street” Community

  • The scene is a mix of camaraderie and fierce competition, but values-based relationships are key to survival and reputation. ([11:30])

4. Values, Vulnerability, and Leadership

• Trust and Relatability ([14:44])

  • Brant notes the authenticity that shines through Yasha’s content, building trust even with people who have never met him.
  • Yasha:

    “I just want people to know that this is me, that I’m real...they say, 'We feel like we know you already.'” ([15:34])

• Current Worries & Long-term Vision ([16:19], [17:22])

  • Biggest concern: Preserving the integrity and culture he built, even with growth and staff turnover.
  • Future goals: Add two more US locations and eventually step back from day-to-day, while remaining involved:

    “That would be basically to have locations running...not so hands on.” — Yasha ([17:22])

5. Market Advice & Missed Opportunities

• Advice for New Collectors ([18:31])

  • Buy what you love, but don’t overpay—know the value and buy pre-owned if necessary.
  • "Condition is way more important than year or anything like that...If you're buying watches just for value, you're not going to love your collection."

• The “Missed Moment”: COVID Market Crash ([20:17])

  • When the pandemic hit, Yasha hesitated to buy undervalued watches—a rare moment of excess caution—which became a costly missed opportunity:

    “If I truly had a grasp on the strength of the watch business...I wish I could just go back and be myself more and not be so tentative.” ([20:17])

• Supply, Demand, and Relationship Dynamics in Watch Sales ([22:14])

  • Today’s hot models demand exclusive relationships or huge aftermarket markups—but it was once the opposite.

    “What the dealers and the ADs are trying to do is get you to buy those lesser desirable ones...It's all relationship based.” ([22:14])

Notable Quotes & Memorable Moments

• “You have to believe in yourself. If you know that you can do something, you gotta go and do it.” — Yasha ([09:10])
• "There’s not one watch that can ever replace my name, my business, or my integrity.” — Yasha ([09:27])
• “I’m not a content creator, I’m a watch dealer that does content. That’s the difference in me.” — Yasha ([13:33])
• “Buy watches based upon what you like, but buy them at the correct value.” — Yasha ([19:45])
• “Facts are much more important than just words.” — Yasha ([16:51])
• “If I truly would have had a grasp on the strength of the watch business... I wish I could just go back and be myself more and not be so tentative.” — Yasha ([20:17])

Important Timestamps

• [03:53] — Buying his first Rolex: spark of a new career direction
• [04:58] — Decision to fully transition into the watch business
• [08:21] — Early obstacles, discrimination, and approach to fakes
• [11:30] — Social media strategy and genuine relationships
• [13:13] — Social media transforming client reach globally
• [15:34] — Building trust online and brand authenticity
• [18:31] — Advice for new collectors and the importance of value
• [20:17] — The “missed moment” of not buying during the COVID crash
• [22:14] — Explaining the intricacies of supply, demand, and exclusivity in today’s luxury watch market

Conclusion

Yasha Tehrani’s journey from law to luxury watches is defined by integrity, calculated risk, and an unwavering commitment to transparency. His story shows how personal passion and authenticity—when matched with hustle, risk-taking, and mentorship—can create not only financial success, but an enduring brand trusted by collectors worldwide. Yasha’s advice for collectors and entrepreneurs alike: take risks, trust your instincts, and always value relationships and reputation over any single deal.