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YouTubers Are Schooling Rolex How to Talk About Watches

Britain’s Adrian Barker mixes expertise and humor on his watch review site.

Adrian Barker, founder of Bark and Jack.

Adrian Barker, founder of Bark and Jack.

Photographer: Emily Macinnes/Bloomberg

In the white-gloved world of Swiss luxury watchmaking, a floppy-haired Brit armed with a camera, lighting kit and best-mate charm is rewriting the rules of how to peddle Rolex and Omega timepieces.

A former corporate trainer, Adrian Barker has muscled his homegrown YouTube channel into a luxury wristwatch taste-making empire in the space of a few years. A Barker video entitled “I bought a Rolex Submariner off eBay!” has more than 700,000 views. Another, asking “Why is HUBLOT the most hated luxury watch brand?,” has been seen more than a million times in just eight months.