It started with a watch. Our founder purchased a pre-owned Rolex Submariner from a private seller — a piece he'd been searching for over a year. The photos looked right. The price was fair. The seller had good feedback. He did his homework, or so he thought.

He wore it proudly for years. Then it started losing time. Nothing dramatic — a few seconds a day at first, then more. He took it to an authorised Rolex service centre, expecting a routine service. Instead, they handed it back and told him they couldn't work on it. It wasn't genuine.

Years of ownership. Countless compliments. Stories attached to that watch. All of it built on something that wasn't real. And by then, the seller was long gone. There was no recourse. No refund. Nothing he could do about it.

It was a tough lesson. But it got him thinking — if someone who genuinely cared about watches could get caught out, it could happen to anyone. And there had to be a better way to catch these things before it's too late.

That's why LuxProof exists. We're a small team of watch enthusiasts, collectors, and engineers based in Toronto. Between us, we've spent years in the community — buying, selling, trading, attending meetups, and learning the hard way what separates genuine from counterfeit. We built LuxProof because we wanted the tool we wished our founder had before he made that purchase.

We're not trying to replace professional authenticators. For a five-figure purchase, you should absolutely get hands-on verification. But for the countless everyday moments — a listing you found at midnight, a deal that won't last, a piece your friend wants your opinion on — LuxProof gives you a serious, detailed second opinion in minutes. Before you buy. Not years after.