About Us
Hi, I'm Pete, and I've been obsessed with watches my whole life. 
The basic technology is over 400 years old and still runs on the same core idea: a wound mainspring turning gears to keep track of time—or any number of other data points. That's wild when you stop and think about it. It's old-world precision, still ticking in a modern world that rarely slows down.
From the Kitchen to the Crown
I've spent the last 20 years as a chef. And weirdly enough, watches and fine dining have a lot in common.
In a high-end kitchen, you're sourcing ingredients from around the world. You're applying techniques refined over centuries. You're combining tools as simple as a knife with tech as advanced as vacuum sealers and computerized ovens. Everything is planned. Every move is timed. And when the team is in sync, it's magic.
That's exactly how watches work.
You start with a plan.
You gather materials.
Everything is measured, polished, and placed to exacting standards.
And when it all clicks together? You get a machine that fits on your wrist, keeps perfect time, and can last for generations.
Why Watches Matter
Like a great meal, a great watch is a form of escape. It's daily ritual. It's identity. It's the feeling of putting something purposeful on your wrist every morning and knowing it'll outwork just about everything else you own.
A real watch means something. And in my mind, there's no better watch to own than a Rolex.
Let's Talk About Rolex
Rolex is the greatest brand ever made. Better than Coca-Cola. Better than Apple. It's not even close. Rolex has symbolized achievement longer than any other brand, full stop.
Its cultural reach is massive. Take Die Hard. Ellis, in full Wall Street mode, tries to flex on John McClane:
"It's a Rolex, John."
That same Rolex ends up center stage in the final scene, where John has to unhook the clasp to drop Hans Gruber off Nakatomi Plaza. The watch saves the day. That's not just a Christmas movie or an action movie. That's a Rolex commercial.
Why I Started Second Crown
So yeah—when I decided to jump into this world and bring these machines to your door, it had to be Rolex.
I used to scour farmers markets and docks for the best ingredients. Now I scour the world for the cleanest, most interesting examples of the best watches ever made. There are other brands I love (and you'll see them here), but my heart belongs to the crown.
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One last thing—none of this works without Sarah. My partner in everything. Every photo you see, every seamless click from cart to confirmation, that's her. Her obsession is the customer experience, and it shows in everything we do.
We're here to help you find the right piece. Whether it's your first real watch, your favorite birth year reference, or the perfect gift for someone you love.
No pressure. Always honest. Always guaranteed happy.