Meet the female watch broker changing the watch space in Dubai – Emirates Woman


Alexandra Vackenfeldt, known as Watch Out for Alex on social media, has made a name for herself in the watch world.

While she “just happens” to fall into the watch space, Vackenfeldt has built quite a portfolio for herself and now uses Instagram and TikTok to help others learn more about watches.

How did you find yourself entering the watchmaking space?

I worked in retail in my home country, Sweden. So I started working as a part-time cashier at Zara, and just evolved from there – both my title and my workplace. But it was when I started working in a multi-brand watch store in 2017 that my watchmaking career really began.

What was your inspiration to become a watch broker?

Well, it kind of happened. I had the watch knowledge, so I just built my network and got to know both the watch dealers and the customers. Now when I get a request, I just contact the watch dealers to see who has the watch my customer is looking for.

Throughout your career in space so far, what’s one of the most special watches you’ve come across?

It must be the RM 57-03 Tourbillon Saphir Dragon. Extremely rare (and expensive) watch!

For those looking to invest in a watch for the first time, what is your advice?

I think the most important thing is to find a model that you know you will like to wear. Do you want a sporty steel watch on a daily basis? Or do you want an elegant gold watch that you will only wear on special occasions? After you figure out how you’re going to wear it, do your research and see which styles appeal to you. Check availability at an authorized retailer, and if it’s hard to get check the market price on eg Chrono24. Some models take a lot of value, others lose value. It is therefore important to do your research!

As a woman in the watch industry, have you encountered any difficulties?

Yes definitely. I think most women in male-dominated industries have to struggle a bit. But I am grateful for the quality and respect with which I am treated in this industry here in Dubai. In my home country, high profile watchmakers aren’t known for treating women well.

You’ve been posting content on social media for a while now. How have you found this helped (or hindered) customer onboarding?

My best clients don’t even have social media, so I wouldn’t say it helped me get sales. But it’s basically my portfolio, so it’s great for me to show it off when I’m networking, just so people understand what kind of watches I’m selling. Also, I must know the profiles of great watches from all over the world thanks to my Instagram page.

In business, what is your philosophy of life?

I love the quote: “If they don’t give you a seat at the table, bring a folding chair.”

What were the obstacles you had to overcome throughout your career?

Ever since I started working with watches, I knew there was nothing else I wanted to do. But at some point, I felt stuck and considered changing careers, even though I didn’t want to. I’m very glad I didn’t give up.

What were the key steps?

Moving to Dubai to work with watches was a big step for me, especially because I now work with the most exclusive watches in the world. I made this decision when I was going to give up my watchmaking career, so it literally went from 0 to 100. But I still have a lot of milestones that I want to reach! One of them is being part of a team and building something great together.

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