The Rise of a Watch Industry Disruptor

Nico Leonard van der Horst, better known simply as Nico Leonard, has emerged as one of the most influential voices in the luxury watch industry through his dynamic YouTube presence and entrepreneurial ventures^[1]. Born on August 21, 1987, in Amsterdam, this Dutch content creator has transformed from a failed footballer into a watch industry powerhouse, building a multimedia empire that spans multiple YouTube channels, a luxury watch boutique, and various business ventures^[2].

From Football Dreams to Watch Expertise

Leonard's journey to watch stardom began with disappointment. After moving from Amsterdam to Northern Ireland in 2013 to pursue a professional football career, he suffered a devastating ankle injury in his first month that ended his athletic aspirations^[3]. This setback, however, became the catalyst for his eventual success in the horology world. Following his injury, Leonard channeled his passion into watches, developing an expertise that would later captivate millions of viewers worldwide^[4].

Building the Pride and Pinion Empire

In 2019, Leonard founded Pride and Pinion, a luxury watch boutique based in Belfast, Northern Ireland^[5]. The business began modestly, with Leonard initially selling watches from the trunk of his car after taking out a £20,000 loan^[6]. He eventually partnered with The Merchant Hotel to establish a traditional retail location in Belfast, creating what would become Ireland's only dedicated luxury watch boutique^[7]. When the COVID-19 pandemic forced the closure of in-store shopping in 2020, Leonard faced the potential collapse of his business venture^[6]. Rather than accept defeat, he pivoted to content creation, launching YouTube videos under the Pride and Pinion brand name to maintain customer engagement and drive sales during lockdown restrictions^[8].

YouTube Success and Content Strategy

Leonard's main YouTube channel has achieved remarkable growth, reaching over 1.88 million subscribers and accumulating more than 672 million video views across 792 videos as of June 2025^[9]. His content strategy centers on reaction videos where he analyzes and often critiques luxury watches worn by celebrities, with particular focus on identifying fake timepieces and providing educational commentary about watch quality and value^[10]. The channel's success led Leonard to rebrand from "Pride and Pinion" to his personal name, recognizing that his individual personality and commentary style were the primary draw for audiences^[6]. His estimated monthly earnings from YouTube range between $1,840 and $11,000, with significant variations based on video performance and engagement^[9].

Expanding Into Automotive Content

In 2024, Leonard launched a secondary YouTube channel called "Nico Leonard MK2" (@nicoleonardmk2), focusing primarily on automotive content^[11]. This channel has grown to approximately 97,200 subscribers with over 3.7 million total video views across just eight videos^[12]. The automotive channel features Leonard's experiences with luxury supercars, including his Ferrari 812 GTS and various automotive adventures, representing a natural extension of his luxury lifestyle brand^[13].

Industry Recognition and Controversy

Leonard's outspoken style and willingness to criticize established luxury brands has earned him both acclaim and controversy within the watch industry^[14]. Bloomberg has described him as "the most popular luxury watch YouTuber" while noting his "penchant for dumping on Swiss brands," particularly his well-documented criticism of Hublot watches^[14]. His informal approach to luxury watch commentary has challenged traditional industry norms and attracted younger audiences to horology^[15]. The content creator has also gained attention for his celebrity watch analyses, including high-profile disputes with figures like Rick Ross over the authenticity of luxury timepieces¹⁶. These confrontations have further elevated his profile and demonstrated his influence within both the watch community and broader popular culture.

Business Ventures and Collaborations

Beyond his primary watch business, Leonard has diversified into multiple revenue streams. He operates GodTier, a clothing merchandise line, and has launched The Vault Competitions, a prize-based business venture¹⁷. In 2025, he collaborated with Stockholm-based watch brand Maen to create the "Maen x Nico Leonard Jumping Hour" limited edition timepiece, demonstrating his growing influence as both a critic and collaborator within the industry¹⁸. Pride and Pinion has also expanded its partnerships, becoming an official stockist for Casio in 2023 and securing status as an authenticated dealer for luxury brand Ulysse Nardin in 2024^[5]. These partnerships reflect Leonard's evolution from outsider critic to recognized industry participant.

Personal Life and Motivation

Leonard's personal life has significantly influenced his professional drive and content creation approach. He became a father in 2022, with the responsibility of parenthood serving as additional motivation for his business expansion^[2]. In interviews, he has spoken candidly about how fatherhood changed his perspective on work and success, stating that he now works "for his family" rather than solely for personal achievement¹⁹. The content creator has been open about his struggles with authority in traditional employment settings, noting that he was "fired from almost every job he ever had" before finding success as an entrepreneur^[3]. This authenticity and willingness to share personal struggles has contributed to his relatability and audience connection.

Nico Leonard MK2

Nico Leonard MK2

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