Story Highlight
– José Gaztelu promoted to CEO of Chrono24.
– Focus on growing US market for luxury watches.
– Key hires include Sophy Rindler and Jin Lee.
– Chrono24 launches Indie Brands Initiative for independent watchmakers.
– Company aims to surpass eBay in luxury watch trading.
Full Story
Chrono24 has appointed José Gaztelu as its new CEO following a nine-month search for leadership. Gaztelu, who previously served as the chief growth officer, joined the pre-owned watch trading platform in July 2022.
He was brought on board by former CEO Carsten Keller, who left the company in the summer of 2025. Since his arrival, Gaztelu has focused on enhancing the management team and fostering stronger connections with buyers and sellers across key markets, aiming to solidify Chrono24’s position as the top secondary market for luxury watches in the United States.
Tobias Hartmann, chairman of the board, commended Gaztelu’s performance: “Jose has demonstrated exceptional leadership since joining Chrono24. He immersed himself in the business with remarkable speed and moved quickly from understanding the company to shaping its direction. This appointment formalises what has already been working.”
In terms of future growth, the US market is considered vital for Chrono24’s expansion strategy. The company has set ambitious targets, stating that by 2029, it must significantly surpass eBay in luxury watch trading within the United States. A spokesperson previously indicated to WatchPro, “We want to be the best option all of the time.”
To accelerate growth in the US, Gaztelu has made two critical hires. He brought on Sophy Rindler from eBay as the director of partnerships and industry relations, reporting to the newly appointed vice president and general manager for the US, Jin Lee. Lee joined Chrono24 in early 2023 from GOAT Group, which operates multiple retail brands focused on sneakers and streetwear.
At the time of Lee’s appointment, Gaztelu highlighted the significance of the US market: “The US is one of the most dynamic and influential collector markets globally. To serve this market well, we need leadership that understands how enthusiast-driven marketplaces are built and scaled.” He noted Lee’s experience in the sneaker industry serves as a valuable guideline for moving forward in the watch sector.
In response to his new role, Gaztelu reaffirmed his commitment to transforming Chrono24 into the premier destination for luxury watches, enhancing trust between buyers and sellers, and unlocking growth opportunities, especially in the US.
The challenge of becoming the largest watch trading platform in the US is ongoing, with eBay continuously adapting its luxury watch division. Competing newcomers, such as Bezel from California, are introducing innovative strategies and experienced teams into the market. Additionally, retail giant Walmart is expanding its market share with an e-commerce platform led by former eBay luxury global general manager Tirath Kamdar.
Founded in 2003, Chrono24 has become a frontrunner in the luxury watch trading space, currently featuring over 600,000 watches from more than 3,000 dealers and 60,000 private sellers globally. The platform attracts approximately nine million unique visitors each month and employs a workforce of over 350.
In a recent development, Chrono24 launched the Indie Brands Initiative at the Watches and Wonders event in Geneva, catering to emerging independent watchmakers. This initiative allows brands to showcase their collections while maintaining buyer protection, creating an innovative model that merges direct-to-consumer retail with the expansive reach of a secondary market.
Tom Beitschall, Chrono24’s general manager for EMEA, highlighted the significance of this initiative, stating, “Independent watchmakers are producing some of the most compelling work in the industry, but reaching a global audience remains a challenge for many. This initiative gives them the platform, the visibility, and the trust infrastructure to connect directly with collectors worldwide.”
