Eugene Tutunikov

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Eugene Tutunikov
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Alma materNew York University
OccupationChief executive officer of SwissWatchExpo

Eugene Tutunikov (born in Ukraine) is an American businessperson and chief executive officer of SwissWatchExpo, an Atlanta-based pre-owned luxury watch retailer.


Early life and education

Eugene Tutunikov spent his early years in Ukraine, then part of the Soviet Union. In 1989, his family moved to the Philadelphia area as refugees.[1] His parents, who originally worked as math teachers, transitioned to computer programming in the United States. In addition, his mother, Victoria Taukatch, ran a wallpaper and university preparation tutoring business.[2]

Tutunikov has commented in interviews that his upbringing in an immigrant community, and his mother's entrepreneurial mindset, were his motivations.[2][3] He majored in finance and economics at New York University with a minor in math,[1] graduating magna cum laude.[4]


In 2008, Victoria relocated to Atlanta and partnered with Jake Rokhlin, an expert watchmaker who had trained at Rolex.[5] Together, they started a business selling previously owned luxury watches.[6] In 2009, they established their inaugural physical store named SwissWatchExpo in Buckhead, Atlanta, which dealt with the procurement, repair, and sale of pre-owned luxury watches made in Switzerland.[7]

Tutunikov joined SwissWatchExpo in 2016, after spending 10 years as a derivatives trader on Wall Street.[7][1] He was appointed chief executive officer of SwissWatchExpo.[8] Tutunikov studied SEO and digital advertising so that he could launch a new website and shift the company towards e-commerce and online marketing,[7] leading to over 90% of its business being conducted online.[1] Subsequently, sales experienced a 900% growth, propelling SwissWatchExpo to become the second largest online retailer of pre-owned luxury watches in the United States and among the top four globally.[1]

The company is known for selling luxury watch brands, such as Rolex, Patek Philippe, and Breitling.[9] The retailer consistently maintains an estimated inventory of 3,000 watches,[5] making it one of the largest collections of pre-owned luxury watches in the United States.[7] In 2020, the company relocated to a new standalone 7,000 sq. ft. premises in order to accommodate the growth of their business.[7]

Tutunikov has been recognized as one of the Hot 100 American Trailblazers by WatchPro.[8] He has been cited as an expert on the luxury watch industry in publications such as The New York Times,[10] Wall Street Journal,[11] Hypebeast,[12] Robb Report,[13] Maxim[14] and Men’s Journal.[15]

Personal life

Tutunikov resides in Atlanta, Georgia. In his spare time, he collects watches, travels, and enjoys the Atlanta restaurant scene.[10]


  1. 1.0 1.1 1.2 1.3 1.4 Jacobs, Michael (2021-07-01). "EUGENE TUTUNIKOV". Simply Buckhead. Retrieved 2024-02-20.
  2. 2.0 2.1 "‎The Luxury Item with Scott Kerr: S10 E07: Eugene Tutunikov, CEO of SwissWatchExpo on Apple Podcasts". Apple Podcasts. Retrieved 2024-02-20.
  3. "Sales is a Trust Game: Interview with Eugene Tutunikov, CEO of SwissWatchExpo — Adam Mendler in the Media". Adam Mendler. 2023-03-22. Retrieved 2024-02-20.
  4. "Modern Men of Atlanta". Atlantan Magazine. October 11, 2020.
  5. 5.0 5.1 "Eugene Tutunikov | Timeless and Everlasting". Flaunt Magazine. Retrieved 2024-02-20.
  6. Why This Wall Street Broker Became a Luxury Watch Dealer, retrieved 2024-02-21
  7. 7.0 7.1 7.2 7.3 7.4 Besler, Carol (2022-02-18). "This Savvy Atlanta-Based Watch Dealer Has Always Been ahead of Its Time". 1stDibs Introspective. Retrieved 2024-02-20.
  8. 8.0 8.1 Corder, Rob (2022-06-16). "HOT 100 AMERICAN TRAILBLAZERS: Eugene Tutunikov — SwissWatchExpo". Retrieved 2024-02-21.
  9. Corder, Rob (August 17, 2021). "Swiss Watch Expo reports record sales during pandemic". WatchPro.
  10. 10.0 10.1 Rachel, Felder (2022-08-10). "Fear of Theft Has Some Watch Fans Leaving Their Best At Home". New York Times.
  11. Gallagher, Jacob. "The Next Big Thing in Men's Watches Is…Women's Watches". WSJ. Retrieved 2024-02-21.
  12. "Are Mid-Tier Luxury Watch Brands on the Rise in the Pre-Owned Market?". Hypebeast. 2023-08-23. Retrieved 2024-02-21.
  13. Gomelsky, Victoria (2023-07-31). "If You've Been Thinking About Buying a Rolex, Now Is Probably the Right Time". Robb Report. Retrieved 2024-02-21.
  14. Hayhoe, Beau (2023-04-03). "Bell & Ross Launches Vibrant Blue GMT At Watches & Wonders - Maxim". Retrieved 2024-02-21.
  15. McClelland, Nicholas Hegel (2023-12-12). "How to Spot a Fake Rolex So You Don't Get Scammed". Men's Journal. Retrieved 2024-02-21.

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