• Loading stock data...
Sunday, October 26, 2025
Want a chance to win $250 and free FOS gear? Take our quick reader survey. Take the survey here

Jordan, Giannis Invest In WatchBox At $1B Valuation

Michael Madrid-USA TODAY Sports/Design: Alex Brooks

Michael Jordan and Giannis Antetokounmpo are adding to their investment portfolios by investing in luxury watch marketplace WatchBox. The investment puts the startup at a reported valuation near $1 billion.

WatchBox allows users to buy, sell, and trade luxury watches. Similar to other resellers like StockX, WatchBox authenticates the products — but differs in that it has client advisors to manage users’ watch portfolios.

The $165 million round, which adds to the $260 million raised since its inception in 2017, also includes investments from Milwaukee Bucks co-owner Marc Lasry and Phoenix Suns players Chris Paul and Devin Booker.

Athlete interest in watch brands is trending.

  • Earlier rounds for WatchBox included former NFL stars Larry Fitzgerald and Michael Strahan. CEO Justin Reis says many of the athletes are customers, so the relationships are authentic.
  • Tom Brady took part in a $40 million round in December 2020 for watch company Hodinkee.

Pre-owned watch sales are estimated to reach $32 billion by 2025, according to estimates from consulting firm McKinsey. WatchBox has an inventory currently valued at around $150 million.

Reis told CNBC on Monday that WatchBox is on pace to hit $300 million in 2021 net revenue and has surpassed $1 billion in revenue since it was founded in 2017.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 30, 2022; Irvine, CA, USA; A general view of the official NFL balls on the field during Los Angeles Rams training camp at University of California Irvine.

Saudi Arabia Wants to Bring American Football to the Middle East

The Middle Eastern nation wants to host major football events.
Bucks

Bucks Reportedly Discussed Giannis Deal With Knicks This Summer

Antetokounmpo’s future will be a major NBA storyline this year.

Featured Today

September 21, 2025; Santa Clara, California, USA; NFL commissioner Roger Goodell before the game between the San Francisco 49ers and the Arizona Cardinals at Levi's Stadium

NFL Fall Meeting: 7 Big Topics Among Team Owners 

Media, facilities, and labor highlight some of the key areas of concern.
Ohio State Buckeyes running back Isaiah West (32) runs the ball in the second half at Camp Randall Stadium on Saturday, Oct. 18, 2025 in Madison, Wisconsin
October 25, 2025

NIL Has Birthed a Third-Party Cottage Industry—and It’s a Mess

There’s no limit to how much players can make from NIL deals.
Christie's
October 21, 2025

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
August 12, 2025

‘We Have Pricing Power’: On Smashes Earnings Expectations

U.S. tariffs haven’t cooled demand for On’s high-priced sneakers and apparel.
Sponsored

How HOKA is Reimagining the NIL Relationship

Fans can now follow their favorite golfers and experience every marquee moment at the Ryder Cup — thanks to innovation from T-Mobile.
Happy Gilmore 2 hockey stick putter
July 21, 2025

Callaway’s $500 ‘Happy Gilmore’ Putter Booming on Resale Market

Callaway released a limited-edition Odyssey-branded hockey stick putter.
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023
July 2, 2025

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
From vintage to unique collaborations, various Nike and Jordan shoes are displayed on a wall at Saved Soles inside West Ridge Mall.
June 26, 2025

Nike Stumbles Less Than Expected, Giving Wall Street Hope

The sports apparel and footwear giant beats Wall Street expectations.
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.
June 25, 2025

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”