In a city known for its creativity and quiet confidence, few understand the balance of timing and taste quite like William Reid. As founder of William Reid Watches, Glasgow’s independent destination for collectors and connoisseurs, his approach combines craftsmanship, community, and an appreciation for the details that make something truly timeless.
We sat down with William to talk about his journey into the world of luxury watches, what defines modern luxury, and how Glasgow’s understated character continues to shape its evolving market.
William, tell us a bit about your background. How did your journey into the world of luxury watches begin, and what drew you to the craft?
It really all started with a simple desire to own a luxury watch. For my eighteenth birthday, I was lucky enough to be gifted a Rolex. At that age, it felt like a milestone moment, but as time went on, I realised it just wasn’t me. It was a beautiful watch, of course, but it didn’t reflect my personality or style. I wanted something that felt more authentic, more representative of who I was becoming.
After about a year, I decided to sell it, much to my parents’ disbelief. They couldn’t understand why I’d part with something so special. But when I managed to make a profit on the sale, I realised there was more to this world than I’d first thought. That moment sparked something; a curiosity about the stories, the craftsmanship, and the subtle business behind luxury watches.
From there, the idea grew. What started as a personal interest turned into a genuine passion, and eventually, a vision. I began to dream about leaving my graduate engineering job to do something I truly loved. Before long, that dream became a plan, and William Reid Watches was born. It’s been a journey ever since, but one that’s felt completely right from the very first step.
Craftsmanship is at the heart of both watchmaking and luxury property. In your view, what defines “true” luxury today?
True luxury is about thoughtfulness. It’s not about excess, it’s about excellence. At William Reid Watches, we look for brands and makers who take the time to do things the right way, whether that’s hand-finishing a movement or designing a strap that wears beautifully over years. Today, people want objects that feel personal and meaningful. Luxury is when something has been made with genuine care, and you can feel it every time you put it on.
Do you think buyers of luxury watches and buyers of luxury homes are looking for similar things, beyond the product itself?
Definitely. Both are searching for connection and confidence. When someone buys a watch from us, they’re not just buying steel and sapphire glass; they’re investing in design, precision, and the feeling of accomplishment. It’s the same mindset as buying a great home: you’re drawn to something that feels right, reflects your personality, and will stand the test of time. It’s about emotional value as much as material value. Watches and homes evoke a sense of pride and achievement, often difficult to replicate.
Let’s talk about timing. How important is timing for purchasing luxury watches?
Timing is crucial – and not just in the obvious way. In the market sense, there are always moments when certain models or makers gain attention, and we guide clients through that landscape carefully. But there’s also personal timing. People often come to us at pivotal moments; a milestone birthday, a new chapter, a professional achievement. So timing becomes symbolic, it’s about marking your moment with something timeless.
How do you see value evolve in the luxury watch market?
The market has matured a lot. People are way more informed now; they appreciate heritage but also innovation. Value isn’t just about rarity anymore, it’s about authenticity. At William Reid Watches, we focus on brands that build genuine relationships with their collectors, where value grows not only financially but emotionally. A watch gains character over time, just like the person wearing it.
In your opinion, how does Glasgow’s character shape its luxury market, compared to more international cities?
Glasgow has an understated kind of confidence. People here appreciate substance over show. The city’s luxury scene reflects that; it’s refined, loyal, and quietly stylish. That’s something we’ve really leaned into at William Reid Watches. Our clients value quality, honesty, and service. They want an experience that feels personal and rooted, not transactional. Glasgow has a strong sense of community, and that’s exactly the atmosphere we aim to create.
If you could choose a watch inspired by a Glasgow neighbourhood or building, what or where would it be?
It would have to be inspired by the Charles Rennie Mackintosh Building. There’s such beauty in its restraint, elegant lines, meticulous detail, and a timeless sense of place. I’d imagine a watch that mirrors that: classic at first glance, but full of subtle design flourishes the more you look. I have previously owned a Patek Philippe 5110J that I found to be exactly that. It’s a watch that I regret selling every day.
What advice would you give someone looking to invest in something timeless, whether it’s a watch or a home?
Buy what you love and understand what you’re buying. At William Reid, we always encourage clients to learn about the craftsmanship behind a piece; how it’s made, why it’s special. When you connect with the story, you’re less likely to chase trends and more likely to invest in something that continues to bring joy for years to come. If it still feels right after the excitement fades, that’s how you know it’s timeless.
How much of the value in luxury watches is tied to heritage and storytelling versus innovation and design?
Both play an equal role. Heritage gives a watch depth, it connects you to a lineage of craft and tradition. Innovation, on the other hand, keeps that heritage alive and relevant. The brands we work with often strike that balance beautifully. They honour their past while experimenting with materials, engineering, and aesthetics. That duality – old and new, mechanical and emotional, is what makes this world endlessly fascinating.
Finally, what’s next for William Reid Watches? Are there any events, collaborations, or special timepieces you’re particularly excited about?
We’ve got some exciting things on the horizon. We’re hosting a series of intimate collector evenings where guests can get hands-on with some rare and independent pieces, the kind of watches that remind you why you fell in love with horology in the first place. We’re also expanding our partnerships with emerging independent brands who share our values of craftsmanship and character. We’ve been lucky to sell the most exclusive and highly sought-after timepieces and pride ourselves on being the most recognisable name within Scotland when clients are looking to purchase their next timepiece. It’s an exciting time for the business, and we can’t wait to share what’s next.
You can follow William Reid here: https://www.instagram.com/william_reid_watches
Shop his collection: https://williamreidwatches.co.uk/