Jasper Lijfering, owner of Amsterdam Vintage Watches, revealed that his company generated €15 million in revenue last year despite operating without a formal business plan.
Lijfering joined his parents’ business around the age of 21, when the shop still sold vintage jewellery, art objects, and watches. He decided to clear out everything except timepieces, an approach his parents initially considered a bad idea.
Building through social media and consignment
Aiming at younger buyers who felt alienated by traditional jewellers, he turned to Instagram and YouTube with direct, modern presentations. To manage high upfront inventory costs, he relied on consignment arrangements, paying suppliers only after completing sales.
He also broke with industry secrecy by publicly sharing his sales figures, profit margins, and purchase prices to attract attention.
Downsizing volume to focus on value
After previously selling hundreds of watches every month, Lijfering altered the shop’s model to sell roughly thirty pieces each month. The business now operates with higher price points, often starting from €20,000 per watch, alongside a smaller team.
He explained that the change allows him to spend 80% of his working time handling watches directly rather than managing general business operations.
![Top [count] Travel Blogs to Follow - OnToplist.com](https://www.ontoplist.com/images/ontoplist31.png?id=6a8dcf108f478)