Dimes Square, an area in the Lower East Side bordered by Chinatown in Manhattan, has been dubbed the coolest neighborhood on the planet. It attracts skaters, Gen Zers, and streetwear enthusiasts. Mike Nouveau, a vintage watch dealer and social media influencer, is a regular at Dimes Square. He meets up with watch enthusiasts to talk about their favorite timepieces, recording it all for TikTok.
Since May 2022, Mike Nouveau has gained over 340,000 followers on TikTok. His signature series is called “Watch Spotting,” where he interviews people on the streets of Manhattan about their watches. The format is simple and consistent: Mike asks for basic information about the watch and then engages in a conversation about it. The videos have a spontaneous and improvisational feel, similar to street-style fashion photography.
I met Mike Nouveau at Scarr’s Pizza in late September. He was dressed in his usual vintage baseball cap, jeans, and boots. He was wearing a 1970s Coussin de Cartier watch, which he referred to as his “grail.” He documented his purchase of this watch in a popular video.
Mike Nouveau’s TikTok account features various types of content, including reviews of watch auctions, hunting for valuable watches worldwide, and tutorial-style videos. He aims to cater to a younger generation of watch enthusiasts who have been overlooked by the vintage watch community.
TikTok is the fastest-growing platform among Gen Zers worldwide, and Mike Nouveau has found a receptive audience on the platform. He is not sponsored by watch brands but benefits from TikTok’s Creator Fund.
During our meeting, we visited a vintage watchmaker named Eagle Chen in Chinatown. Mr. Chen sells and repairs vintage timepieces and often appears in Mike Nouveau’s TikTok videos. The shop is filled with displays of vintage watches from various brands, including Jaeger-LeCoultre, Omega, and Cartier.
Mike Nouveau has expanded his content to include cars and fashion. He features individuals who showcase their watches alongside luxury cars and streetwear. The videos highlight the vibrant atmosphere of New York City and challenge the perception that collectors only keep their watches in safes.
Mike Nouveau’s TikTok account has gained popularity and attracted attention from luxury watch brands. He has collaborated with TAG Heuer and attended events with famous ambassadors, such as actor Patrick Dempsey.
Overall, Mike Nouveau’s TikTok account has become a platform for sharing his passion for watches and engaging with a diverse audience. His content showcases the unique and vibrant watch culture in New York City.