Nico Leonard comes at life sideways. His approach has redefined what it is to be a brand commentator, social media creator and luxury watch retailer.

Nico is a Dutch-born watch entrepreneur, retailer and YouTuber who has built one of the most recognisable personal brands in the modern watch industry.

His YouTube channel has a distinctive style in the luxury watch space: rather than presenting watches in the traditionally formal manner associated with premium brands, Nico combines horological knowledge with humour, strong opinions and often outspoken critiques of celebrity watch collections.

YouTube brought worldwide attention and customers to Nico’s watch business, while his experience as a dealer gives his online content commercial credibility. He has subsequently become a prominent personality at major watch-industry events and an advocate for making the traditionally formal watch world more accessible and entertaining.

Nico’s other YouTube channels ‘Uncut’ and ‘Mk2’ feature his supercar ownership experience and his first steps into the world of online creator golf.