When it comes to buying neo or soon-to-be vintage Rolex watches in Switzerland, Luna's is hard to beat. The offerings are constantly refreshed, because inventory moves very fast. It is owned and run by Sebastian Luna Cerullo.

Sebastian's family was originally specialized in jewlery craftmanship. His parents opened their business in 1996. Today, Sebastian, and his wife Sophie, produce their own jewlery. Passionate about watches, he expanded the trade to include pre-owned timepieces, with a focus on Rolex.

Luna's watch sales operate on a fairly low margin model compared to many other actors in the field.  You will often see watches sold within a few hours on Instagram. That also means there is usually no room for negotiation!. 

The team at Luna's impresses with its professionalism, leaving no detail unattended. For instance, when watches are serviced internally, they always try to find period-correct service parts, versus just contemporary ones.  

Worth noting the website is not always up to date with the latest offerings and sales: the most effective way to be up to speed is via their WhatsApp catalog or Instagram. They are super responsive, so don't hesitate to reach out if a model is of interest. 

What you will find: many Rolex sports watches from the late 90s to early 2000s. Contemporary and vintage models are also available, especially on demand. There are occasional drops from other brands, such as Patek and AP. 

Price range: mostly 4 to 5 digits. 

Location

• Geneva: Place des aviateurs, 4 - 1228 Plan-les-Ouates (Google Maps)

• Nyon: Grand-Rue, 10 - 1260 Nyon (Google Maps)

Open Hours: As open hours vary considerably by day and location, I suggest you visit Luna's website for specific open hours, and reach out directly if you are planning a visit to confirm. 

SWE Rating: Excellent

Website: bijouterie-lunas.ch

SWE tips for any vintage / pre-owned purchase:

• Confirm whether the watch is in working order, and if it is guaranteed. 

• Ask whether there is a known service history on the watch.

• If the box has its original papers / warranty, that's always preferred, but it should not be a deal-breaker especially if it is truly vintage (30+ years).

• If the watch has luminescent material on the dial and hands, ask the seller if it is radium (typically until the 1960s), tritium (usually until 1999), or luminova / superluminova (to date). Radium and tritium are radioactive substances. While tritium has very low radioactivity and is considered safe on a watch, the Swiss government advises against wearing a watch containing radium. That said, many vintage enthusiasts actually value radium due to its aesthetically pleasing patina and consider the risk to be low.