Editor’s Note
This interview with the founders of Horando reveals how a niche eBay venture evolved into a trusted German luxury e-commerce platform. Their journey underscores the critical role of consumer trust and the fusion of tradition with digital innovation in the high-end watch and jewelry market.
E-Commerce: Horando – From eBay Auction to Luxury Watch Trade
The story of Horando shows how to be successful in the e-commerce luxury segment. From a simple eBay trade, founders Christopher Fischer and Stefan Sebök have built an established company for luxury watches and jewelry in Germany. In conversation, they provide insights into how they took this path, the role trust plays, and how they combine tradition with digitalization.
Christopher & Stefan: Everything started with our passion for watches, which we wanted to use entrepreneurially from the beginning. eBay was the ideal starting platform. At some point, we realized that the demand was much greater than we thought – we had buyers internationally. The decisive moment was when we had to build structures: real customer service, processes, and a clear vision. That’s when the step from private trade to a company was born.
Christopher & Stefan: In the luxury segment, trust is the absolute currency. No one buys a watch for several thousand euros online if they are not convinced of its authenticity. We have checked every article from the beginning and focused on absolute transparency. It was important to us not to let the digital become impersonal. We are personally reachable – by phone, video, or in the showroom. This feeling of having a partner and not just an anonymous website makes the difference. That is the key to our success.
Christopher & Stefan: Luxury watches are a piece of history. We wanted to preserve these values and the craftsmanship while making them experienceable in a modern way. Digitalization is the bridge for us. Customers today expect a seamless online experience with high-quality photos, transparent information, and fast communication. It helps us bring these classic values into the present.
Christopher & Stefan: The market is brutal. Added to this are factors like scarce models and fluctuating prices. You have to be extremely flexible. That’s why we rely less on price battles and more on trust and service. Whoever buys from us should acquire an experience. We observe the market closely, but we never lose focus: our customers. That is our way to differentiate ourselves and maintain our position.
Christopher & Stefan: We see Horando in the next five to ten years as one of the leading platforms in Europe. We want to expand internationally and enlarge our assortment and services, up to digital certificates and blockchain-based authenticity solutions. Our goal is to map the entire lifecycle of a luxury watch on our platform as simply and transparently as possible. Our advice to founders is: Follow your passion, but build structures. Passion alone is not enough – you need endurance, professionalism, and the willingness to learn anew again and again. Then something big can emerge from a hobby.
