They say you only get one chance to make a good first impression. With you here now, I’m excited to make mine.

Think of the local boutique owner who welcomes you in, not just as a customer, but as a guest. They’re passionate about their craft, eager to share the stories behind their products. They ask questions, listen closely, and before you know it, they’ve opened a window into their world. It’s not just a transaction; it’s an experience. Fewer of these owners remain today, but those who do are cherished by a loyal following that values authenticity and the joy of a meaningful exchange.

I founded Discreet Peacock with this in mind. The idea was simple: to bottle my passion for watches and share it in a way that felt personal, thoughtful, and a little different from the norm.

During the pandemic, the watch industry saw an unexpected surge. But as the market shifted online, something important was lost. Watches became commodities, marketed as investments rather than works of art. The diversity in design shrank as oversized, sporty, steel watches dominated the scene—pieces chosen more for mass appeal than individual style.

At Discreet Peacock, we’re here for the collector who wants more than just what’s popular. We cater to those who seek individuality, who aren’t swayed by trends, but who understand that a watch should reflect who you are—not just something you wear to impress others. We focus on classically sized timepieces from the previous decades when brands took risks, creating designs that were bold, artistic, and expressive.

Here’s what Discreet Peacock means to us:

Discreet (adj.)

speaks to our love for small, elegant watches that slip under the sleeve. It’s also about the restraint of our collectors, who acquire pieces for their own satisfaction rather than for show.

Peacock (noun)

symbolizes the courage to display your true style—bold, unique, and unapologetic. It’s also about the shapes, materials, and colors that can be loud, different, and expressive. Paired with the notion of Discreet—the curation of small, understated watches—this creates a fascinating juxtaposition: a blend of quiet elegance with striking individuality.

As we continue to uncover rare treasures from the past, we want to share them with the same passion and care as that boutique owner who can’t wait to tell you more. At Discreet Peacock, we believe a watch isn’t just an object—it’s a story waiting to be told.

From Toronto with love,

- Dusan