The office
About Passion Asset Advisory
Passion Asset Advisory (PAA) is a Prague-based private brokerage for collector watches, specializing in F.P. Journe and independent haute horlogerie. It represents one side per transaction, publishes its fees, and gives owners a written net estimate within one business day of receiving complete details.
Last updated .
One represented side. Disclosed economics. No guarantee of access, price appreciation or a completed sale.
A private office with a defined task
We help collectors and their advisers decide what to buy or sell, what a watch may be worth and which route fits the task. Collector watches are the core of the office. Reference material also covers bags, art, cars, aircraft and yachts; confirm whether a specific non-watch engagement can be accepted before giving instructions.
We work alongside legal, tax, wealth and technical advisers, not in their place. A brokerage opinion is not regulated investment advice, an aircraft airworthiness approval or a substitute for an independent marine survey.
The client should be able to see what we do, whom we represent, who pays us and what remains uncertain before deciding whether to proceed.
One role per transaction
Passion Asset Advisory acts for the buyer under a buyer mandate and for the seller under a seller mandate. A collector-watch principal purchase is different: we buy for our own account, with our margin included in the offer. The owner is told in writing that we are the counterparty, not the owner’s adviser.
For a seller-side watch funded-buyer offer, the seller pays a 5% success fee. For a buyer-side watch acquisition mandate, the buyer pays our fee and the seller pays us no commission. The written proposal states which route applies and who pays.
Where a yacht purchase engagement is accepted, published terms allow disclosed seller-funded co-brokerage with no fee charged by us to the buyer. We still represent the buyer only. Each agreement identifies the represented side and payer; the source of payment does not authorise dual representation.
Five commitments from Passion Asset Advisory
- Scope and fees: what is included, what is not and which costs can remain payable without a completed transaction.
- One represented side: no representation of buyer and seller in the same deal.
- Role and economics: any principal position, counterparty relationship and compensation are disclosed.
- Confidentiality: an NDA is available on request; approved sharing and required checks are explained.
- Response: a personal reply within one business day.
These commitments define a process, not a claim that every opportunity will be available or that every transaction will close. Read how the MANDATE method works.
Published fees, with category-specific limits
| Service | Terms |
|---|---|
| Watch sale routes | Principal purchase: no seller commission. Seller-side funded-buyer offer: 5%. Private placement: 8% on the first $100,000, 6% on the next $400,000 and 4% on the remainder. |
| Watch valuation | Sale estimate: free. Written report: $500 first watch, $250 each extra watch in the same report. Collection review: $2,500 up to 15 watches. Paid valuation fee credited in full if the watch sells through the office within six months. |
| Art sale | 10% to 15%, with scope and costs confirmed in writing. |
| Aircraft | Sale: 2% on completion. Purchase: 1.5% on completion. Authorised third-party costs are separate. |
| Yachts | Sale: 10% total commission on completion, including any co-broker share. Standard disclosed seller-funded co-brokerage purchase: no fee charged by us to the buyer. Alternative terms are agreed before work. |
| Bags, cars and other advisory scopes | Individually quoted. Watch commission, inspection and payment terms do not automatically apply. |
Source: Passion Asset Advisory’s published fee terms, 27 September 2026. Availability, scope and any agreed exceptions are confirmed in writing.
Large mandates may be quoted lower in writing. No sale means no success fee for the relevant sale mandate, not free third-party work or a free written report. Watch minimum estimated market value is $25,000; bag minimum is $10,000. Full route terms are on the buying and selling pages.
Who performs verification?
Passion Asset Advisory coordinates the specialist checks agreed for the engagement. Watch work can require an independent watchmaker. An accepted aircraft, yacht or art assignment needs its own technical, survey or provenance scope. The written instructions identify the checks, who performs them and their limits.
Preliminary document screening is not the same as a physical inspection, and no review removes every risk. The mandate identifies what will be checked, by whom and before which commitment. We do not offer an unqualified guarantee of authenticity, value or future performance across six asset classes.
For watch direct purchases and private placements, we pay for insured, tracked transfer to inspection and the inspection itself. Inspections can be arranged in Geneva, London or Prague. These are inspection locations, not branch offices. Other categories have separate expense terms.
Privacy with practical boundaries
No public marketing takes place without the client’s approval. Information is shared for the agreed purpose with relevant parties, which may include a counterparty, inspector or closing adviser. Identity, ownership and source-of-funds checks can require disclosure; “private” does not mean bypassing those checks.
Ask how your information will be used before sending sensitive records. The privacy policy explains handling and retention, and the responsibility policy sets out provenance and compliance principles.
People and editorial standards
Alex B, watch specialist, is a declared editorial pen name for Passion Asset Advisory’s watch research. It is not a verified personal credential or a substitute for evidence. The office is responsible for the site’s commercial terms and editorial standards.
- Keep asking prices, estimates, auction totals and seller net figures distinct.
- Name sources and preserve the date of the underlying evidence.
- Do not invent credentials, case studies, reviews, stock or current buying mandates.
- State uncertainty and correct material errors.
- Explain when another channel may better suit the reader.
An updated page date records an edit; it does not turn an old price range into a freshly verified market quote. If something is wrong, send the page and the correction evidence.
FAQ
Questions before an engagement
What is Passion Asset Advisory?
Passion Asset Advisory is a Prague-based private brokerage and valuation office for collector watches. Written terms define the represented side, fees and accepted work. Other asset categories require separate confirmation; their reference guides do not establish active services.
Do you hold dealer inventory?
We hold no general dealer inventory. A disclosed collector-watch principal purchase is the only exception. In that route we are the seller’s counterparty, not the seller’s independent adviser.
Do you represent both sides?
No. The represented side, fee payer and any other transaction compensation are disclosed in writing. A seller-funded yacht co-brokerage arrangement can pay for buyer representation, but it does not mean we represent both parties.
Is every service paid only if a transaction closes?
No. Published success fees apply to the specified brokerage routes. Written valuation reports and other standalone advisory work have defined fees. Authorised third-party inspection, legal or other costs can remain payable even if a transaction does not complete.
Who is Alex B?
Alex B is the declared editorial pen name used for our watch research. It is not a claim of independently verified credentials or a public employment history. The author page explains the editorial role and research standards.
How do I start a conversation?
Send a short text enquiry describing the watch and decision. We reply within one business day and request photographs or documents by email afterward. An NDA is available on request before further information is shared. For another asset category, first confirm whether the office can accept the enquiry.
Check current watch buyer interest
Reference briefs do not confirm a funded buyer or an active mandate. Ask about current buyer mandates before choosing a sale route.