The watch world has long been dominated by established names like Rolex, Cartier, and Patek Philippe, but a new player is making waves with a fresh perspective. Very Special (VS), a Miami and New York-based watch dealer, is redefining luxury by blending high-end timepieces with street culture, fashion, and an unapologetically bold aesthetic.
Founded by a diverse group of creatives—Juan Diego Lavalle, Mike Tran, Adrian Douzmanian, and Sage Elsesser—VS stands out not just for its inventory of rare vintage Rolexes and Pateks, but for its unmistakable branding: a regal purple that Tran, Supreme’s longtime design director, calls “the color of kings.”
A New Approach to Watch Collecting
Unlike traditional dealers, VS operates with a philosophy rooted in accessibility and personal connection.
“A lot of the watch world feels exclusive, almost intimidating,” says Douzmanian. “We want to make it feel like you’re just talking about cool stuff with friends—whether it’s watches, music, or clothes.”
This approach has resonated with a younger, style-conscious clientele. Many of VS’s buyers are first-time collectors, often starting with entry-level luxury pieces like Cartier Tanks or Rolex Oyster Quartz models before moving into rarer finds such as gem-set Day-Dates or ’70s Patek Philippe Ellipses.
From Skateboarding to Supreme: The Founders’ Unconventional Paths
Each member of VS brings a unique background:
- Juan Diego Lavalle, an Ecuadorian native, handles sourcing and operations, leveraging his deep knowledge of vintage Rolex models.
- Mike Tran, Supreme’s design director since 2008, oversees branding, infusing VS with the same bold visual identity that defines his work in streetwear.
- Adrian Douzmanian, a former DJ and skate brand founder, bridges the gap between high horology and youth culture.
- Sage Elsesser, a pro skateboarder and musician, represents the next generation of collectors who see watches as an extension of personal style.
Their collective journey into watches was organic—sparked by chance encounters, group chats, and a shared love for standout designs.
More Than Just Watches: Building a Lifestyle Brand
Beyond dealing in luxury timepieces, VS has expanded into branded merchandise—T-shirts, matchbooks, incense—drawing inspiration from vintage watch-branded collectibles.
“Merch is a way for people to engage with the brand even if they’re not ready to buy a watch,” says Tran. “It’s about building a community.”
The Future of Very Special
While VS continues to grow its inventory, the team’s ambitions go beyond sales. “We want to be a hub for creatives who love watches but don’t see themselves in the traditional watch world,” says Douzmanian. Whether through events, collaborations, or simply fostering conversation, VS is carving out a space where luxury feels personal, not pretentious. As Elsesser puts it: “At the end of the day, we’re just buying what we love—and that’s what makes it special.” For collectors tired of the same old script, Very Special might just be the breath of fresh air the industry needs.
