Pride & Pinion to be renamed Nico Leonard Watches
Northern Ireland‑based entrepreneur Nico Leonard van der Horst is rebranding his pre‑owned watch business, Pride & Pinion, under his own name as Nico Leonard Watches. The company, incorporated in December 2025, will replace the original brand that launched in 2019 and currently offers around 150 watches ranging from under £1,000 to £297,020. Customers can sell directly to the company, consign their watches, or trade them for other pieces on the platform, and the new brand plans to open additional stores at undisclosed locations. Leonard’s journey began as an eBay seller called WatchNI.co.uk, evolving into Pride & Pinion after a £20,000 loan and a shift to Instagram live streams. Despite setbacks during the COVID‑19 lockdown, the business survived and grew, with net assets of £116,379 despite a peak of over £250,000 in 2023. Leveraging his strong online presence and outspoken commentary on the luxury watch market, Leonard aims to expand the brand’s reach and influence by capitalising on his personal name.
Buying Time Analysis: The rebranding of Pride & Pinion to Nico Leonard Watches marks a strategic shift that leverages the founder’s personal brand to strengthen market presence and credibility in the growing pre‑owned luxury watch sector.
