Breaking the Boys Club of the Diamond District: Julia Azer, the WatchbyJuls Sensation

In New York City’s Diamond District, where luxury watches are traded as fiercely as stocks, Julia Azer—known to her 300,000 TikTok followers as @watchbyjuls1—is redefining what it means to be a watch dealer in a male-dominated industry. Armed with sharp expertise, an unbreakable poker face, and her signature wide-brim hat, Azer is shaking up #WatchTok with her no-nonsense approach to buying and selling some of the world’s most coveted timepieces.

Azer’s journey began far from the hustle of New York’s 47th Street. Growing up in a small Jewish community in Morocco, Azer eventually moved to Israel for better educational opportunities before making her way to the United States. While studying in New York, she sold secondhand luxury goods on the side—a skill she picked up to fund her new life. But Azer’s real inspiration was her grandfather, a watch enthusiast who often spoke of 47th Street as “the place where everything happens.” When the COVID-19 pandemic hit, Azer saw her chance. Laid off from her job in the fashion industry, she took a leap, offering to work for free to get her foot in the door of the Diamond District.

What followed was an education in watch mechanics and negotiation. Azer tirelessly studied watch movements, market trends, and the art of haggling. Now, Azer doesn’t just sell watches; she masters every detail, from sourcing and authenticating to managing repairs and resale.

On TikTok, her magnetic personality and keen sense for high-stakes negotiations have captivated viewers around the world. Azer is known for cutting through the polish of the luxury watch world, allowing followers to witness her daily dealings with humor, grit, and style. In her videos, she breaks down the differences between high-end Rolex models, navigates tight negotiations, and even adds a playful touch by promising her sellers coffee or a slice of classic New York pizza.

But Azer’s popularity on social media isn’t solely about her deals. She exudes a confidence that many viewers find inspiring, especially as a woman navigating a field largely dominated by men. She often describes herself as a “little fish among sharks,” but it’s clear she has earned her place among New York’s most influential watch dealers. Azer has made a name for herself by building relationships and earning trust in a trade where reputation is everything.

While many of her social media followers are men, her customer base is largely women—a demographic Azer is passionate about growing in the watch industry. She hopes to inspire more women to enter the world of luxury watches, which she insists is unlike any other sector in luxury goods. She notes that the watch world is a blend of diversity and down-to-earth values, attracting everyone from working-class collectors to affluent investors.

Azer’s unique style is central to her brand. Her wide-brimmed hat is more than just a fashion statement; it’s her way of maintaining her composure in intense negotiations. “It’s strategy,” she explains, using the hat to manage eye contact and stay unflappable in a high-stakes business environment. Her quick wit and extensive knowledge have allowed her to not only thrive in this space but also serve as a mentor for the next generation.

Julia Azer’s rise in the Diamond District proves that with enough tenacity, expertise, and a touch of style, it’s possible to rewrite the rules of the luxury watch trade. Whether she’s negotiating a six-figure deal or breaking down watch models for her TikTok audience, Azer is paving the way for a more inclusive, dynamic Diamond District—one TikTok video at a time.