Rolex e-tailer Paul Altieri on his digital alter ego and the growth in pre-owned watch sales The demand for Daytonas, Submariners, and other iconic Rolex timepieces has made the venerable Swiss brand the most counterfeited watchmaker in the world. With so many high-quality fakes circulating, the retail landscape for shoppers has become perilous, says Paul Altieri, founder and CEO of pre-owned Rolex e-tailer Bob’s Watches. “Ten years ago, I could spot a fake Rolex from across a living room,” he says. “Today, China’s making $300 to $500 copies that are so good, it can take us an hour to find out that they’re fake.” Altieri, a longtime Rolex collector who formerly worked in real estate, bought vintage timepieces in the 1990s and early 2000s on