Investment Watches Featured in Inc. Magazine: Why Trust Is the Real Currency in Luxury

Investment Watches Founder and CEO Jonas Berntsen was recently published in Inc. Magazine's Leadership Forum, one of the most respected platforms for entrepreneurial and business insight in the world.

In the piece, published June 2, 2026, Jonas makes the case that in luxury commerce, trust is not a soft concept. It is a competitive advantage. At a time when polished websites and social media profiles can be created overnight, the ability to earn and sustain genuine client confidence is what separates durable businesses from short-lived ones.

Drawing directly from the Investment Watches experience, Jonas writes: "Clients are not simply buying a watch. They are buying peace of mind." The article goes deep on what that means in practice: transparent communication, honest assessment of a piece's condition even when it works against the sale, and a culture where every team member understands their role in protecting the company's reputation.

The article also speaks to the evolution of the luxury market. As more transactions move online and globally, the traditional trust signals of physical retail and brand legacy are no longer sufficient. The businesses that will win are the ones building trust systematically, through every interaction, at every stage of the customer journey.

For a company like Investment Watches, that philosophy is not theoretical. It shapes how we source, how we authenticate, how we communicate, and how we follow up long after a deal closes.

We are proud of this recognition and of the perspective Jonas brings to the broader conversation about what it takes to build something meaningful in luxury.

Read the full article on Inc.com