A racing beast tested at 103G on Formula 1 circuits by Felipe Massa? A "Hommage à Boucheron" watch to celebrate the jeweler’s 150th anniversary? An ultra-limited edition model, sold exclusively to regulars of the Saint-Tropez polo tournaments? These are just some of the timepieces that are difficult to find, occasionally available at Ninety.
In the Ninety boutiques, which sell 95% of the brand’s watches but also feature works of art and jewelry, Richard Mille models benefit from ahighly refined resale environment with a "cosy" touch. After London, inaugurated in 2020 at 90 Mount Street (hence the name), Geneva has welcomed this concept since 2023, with plans to expand to the Middle East.
Controlling the Grey Market
Richard Mille is a young brand—only 60,000 pieces have been produced since its founding in 2001. With controlled growth of +5% per year, the brand deliberately limits its production (5,900 pieces planned for 2025) to maintain exclusivity. This limited production, combined with the brand’s success, has heightened the desirability of its watches.
In this context, the grey market has not hesitated to soar: in just a few years, "some Richard Mille watches can see their prices multiply five- or six-fold" explained the boutique manager. The Ninety concept, developed by the brand, provides a secure, transparent alternative that offers an experience in line with Richard Mille’s ultra-luxury standards. Both clients looking to sell their watch and buyers benefit from optimal conditions.
Furthermore, since the brand’s official boutiques have very limited stock, these CPO watches help expand the range of available models.
Dedicated to pampering the clients
The Ninety experience does not end with the models available in the boutique. Clients can create their own "wishlist" and will be informed when a piece they are searching for reappears. This tailor-made approach strengthens the bond between the brand and its collectors.
Ninety serves as an extension of Richard Mille’s customer service. Thus, when an owner wishes to resell their watch, he contacts the boutique where he purchased it, which then reaches out to Ninety for a potential acquisition. There is no cold calling of Richard Mille owners or blind transactions—each piece is selected on a case-by-case basis, according to the models already offered for sale and their condition. Each watch is fully serviced and comes with a two-year warranty, "delivered in a condition close to new," explains the brand.
The boutique also plays an educational role, raising clients’ awareness of the intrinsic value of Richard Mille watches, "with prices ranging from 200,000 CHF to over a million, or even up to a million and half" explained the boutique manager. While it observes grey market practices and sets prices according to market trends, it does not simply replicate them.
Renowned Former Owners
Some Richard Mille watches have particularly unique histories. Rarely, but occasionally, some of the brand’s partners—such as top athletes—entrust their watches to Ninety’s Certified Pre-Owned circuit. These pieces, potentially tested under extreme conditions, are distinguished by their PR 00 case number, meaning "Prototype." Transparency and authenticity are paramount, as each watch is accompanied by a certificate mentioning the name of its previous owners before being passed on to its future buyer. While such models are considered Holy Grails, this identity is only revealed at the time of purchase.
