How I invested in a watch company (without spending money)

Equity is the new salary.

A lot of people say they’d love to invest in startups.

They’re just “waiting to have the cash.”

But here’s the truth:
You don’t need money to invest.
At least, not at the beginning.

What you do need is something most people overlook: value.

Startups are hungry.
For attention. For talent. For momentum.
They need people who believe in the vision and are willing to roll up their sleeves.

They need doers.

That’s how I got involved with Montfort Watches.

I didn’t know the founders.
There wasn’t a pitch deck or a fundraising round.
Just a coffee, a mutual friend, and a spark.

They showed me the watch.
It was bold, beautiful, disruptive.
But what really sold me?
The team.

Four entrepreneurs.
Creative. Sharp. Hungry to build something different.
The kind of people you want to go to war with.

So I made them an offer:
I’ll help with your marketing. You give me a piece of the company.

No money changed hands.
Just time, trust, and skin in the game.

Since then, I’ve done this a few times.
Advisor roles. Equity deals. No salary. No contracts. Just value.

It’s helped me grow my network.
Learn new industries.
And slowly (but surely) build real assets.

But it also made me better at what I do and got me noticed.

I was featured in AGEFI (which brought in more clients for my agency)
I learned how to crowdfund (we raised CHF 240K)
And I tackled projects way outside my usual lane.

Here’s the takeaway:
You don’t need to wait for the perfect moment or a pile of cash.
You need guts. Hunger. A willingness to go all-in on someone else’s dream until it becomes yours too.

The challenge:
Find one startup you’re excited about.
Study them. Stalk them (respectfully).
Reach out. Offer to help.
Yes for fee… but for your future.

Let them know you’re not just another freelancer.
You’re an investor. Just with hustle instead of capital.

Keep on rocking 🤟
Alex,