Anthony Alan is Cape Town’s premium buyer and seller of fine Swiss watches, diamonds and jewellery.

Our extensive experience in the luxury goods market means you get the best value and service.

About Us

Cape Town's Trusted Luxury Goods Dealer

Anthony Alan Pty Ltd is a well-established global trading business based in Cape Town. The company is operated by Jason Gold & Alan Seaberg who are well-known diamond experts and enthusiasts in buying luxury goods from the premium second hand market. They are also members of the Diamond Association of South Africa. Buying luxury items is more than just a job for us, it’s our passion! Today Anthony Alan Pty Ltd allows us to buy all kinds of diamonds, gems, jewellery and fine art from our clients. We also buy fine Swiss watches such as Rolex, Audemars Piguet, Patek Philippe to name a few. Nothing makes us happier than buying and selling these precious goods.
Buy or Sell with Confidence


Get the best rates and service for your luxury goods.
Deal with certified professionals with a five star reputation.
Don't risk getting ripped off by scam artists on classified or auction sites.


We are well-trained specialists with many years experience in grading and valuing all types of diamonds and luxury goods; our incentive is to establish long term relationships with our customers built through a mutual trust and are not rewarded for underpaying you for your items.

Permanent Presence

We are always in the market and looking to buy 365 days a year; many of our competitors only buy when the market is rising, and disappear when it is not.

Consistent Pricing

We have a methodical approach to pricing and update our prices regularly according to changes in the market so you can be sure that you always receive the most competitive offer.

We buy from anywhere in South Africa

We are willing to travel to make the purchase however that does depend on the value of the item. Alternatively we offer a fully insured collection and delivery service via RAM couriers valuable cargo division.