• The New York Loan Company sells items like $30,000 Hermès Birkin bags and fine jewelry.
• Its professional staff and tight security make it unlike any other pawn shop experience.
• They promise their clients absolute confidentiality.

The New York Loan Company isn't your typical pawn shop. Your fingerprint must be taken before you can access the front door. In the front hall hangs a portfolio of prints by John Baldessari, worth $90,000. 

Located in Manhattan's Diamond District, in Midtown, the building in which the pawn shop is located — the International Gem Tower — has more than a few valuables inside.

"All the floors in this building have had to be reinforced because of the vaults in all the different offices," Eleanor Walper, a loan officer and in-house gemologist for the company, said to Business Insider. 

At the New York Loan Company, customers can sell valuable belongings, purchase others' goods at a discount, or get a short-term loan using their items as collateral.

Inside, you'll find items like $30,000 Hermès Birkin bags, double-digit-karat diamonds, Super Bowl rings, Emmy and Golden Globe trophies, high-end fine wines, and framed Andy Warhol pieces. Other high-end items that the company holds as collateral are kept in a vault, inside of a vault, at an undisclosed location.

Below are the items that are for immediate sale — either because they were purchased from a client, or as Walper put it, the client has "chosen to walk away from" them.

SEE ALSO: Inside one of New York City's oldest and most famous bars, which serves only 2 beers and didn't allow women in until 1970

The New York Loan Company is located in the Diamond District and feels more like an office than a pawn shop.

For-sale jewelry is kept on rotating stands behind a glass case.

The John Baldessari portfolio of prints hanging in the hallway is worth $90,000.

• 70% of Brits can't tell the difference between a real and fake Rolex, according to a new survey by jeweller William May.
• The jeweller shared the six things to look out for when spotting a genuine timepiece.

Rolex watches make for a pretty good investment, as both vintage and pre-owned watches continue to rise in value.

In October, Paul Newman's Rolex Daytona sold for a record-breaking $17.8 million (£13.6 million) at Phillips Auction House in New York, becoming the most expensive Rolex ever sold at auction.

However, the majority of Brits surveyed by vintage jewellery specialists William May can't tell the difference between a fake Rolex and a genuine Swiss timepiece. This is a problem because Rolex is also one of the most counterfeited brands in the world.

William May asked 1,000 people in the UK to determine which watch was real out of two images below — one showing a fake model and one showing a real Rolex. Only 30% guessed correctly.

Which is real?

Image A:

Image B:

Now compare them both. Which one do you think is real?

If you answered Image A, you are correct — and you're among the 30% of the British population who can spot the difference.

For those of us who struggled to identify which one was genuine, William May says there are six things you should look out for in the future:

1. The magnification

The fine workings of a Rolex mean that the date has to be small for everything to work perfectly, according to William May. To compensate for this, a cyclops window, or magnifier, is added to make the date more visible.

"On all Rolex models the magnification is 2.5X and the date really jumps out at you," William May said. "On fakes this is often set to just 1.5X, so the date is harder to see."

2. The weight

If it feels light, it isn’t right.

"Fake Rolex watches are generally lighter, whereas a real Rolex is made of high-quality metals, and will weigh significantly more," William May said.

3. The water test

If the watch is dipped into water for a few seconds, it will not leak water into its dial, according to William May, who said that all Rolex watches are 100% watertight, while many counterfeit watches are not.

"Rolex Submariner timepieces are the only watches designed for deep sea diving, but all models are waterproof and perfectly sealed," according to the jeweller.

4. The writing

Everything on a Rolex is made to perfection, and if you take a magnifying glass and examine all the lettering on the dial, you'll be able to spot a fake if there are any imperfections.

According to William May: "The writing should be convex and there should be no bubbling."

5. The case back

If the case back is made out of glass, plastic, or crystal so you can see the inner workings of the watch, it’s most likely a fake, according to the jeweller.

"There are two extremely rare Rolex models from the 1930s that have case backs made of glass. And no more. If you are buying a relatively modern Rolex with a clear case back it is a fake. You can also check for engravings — Rolex does not engrave anything on the case back’s exterior, but it does on the interior."

6. The tick

If you hear a loud tick from the watch, you've got a fake on your hands.

"Counterfeiters can’t often perfect the precision gears of a Rolex and a ticking noise is the tell-tale sign of this."

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Athletes and watches have gone hand in hand for decades now, and have become essential tools for timing car races or for recording moments like Roger Bannister beating the four minute mile.

And while most athletes today sport brand new production watches, the market for vintage sports watches has been growing in recent years. This was made clear when Paul Newman's old Rolex "Paul Newman" Daytona sold at auction for a record breaking $17.8 million (£13.2 million) in October.

Expensive Swiss mechanical watches don't have much practical use in today's sporting world, yet you can't go to a major sporting event without seeing some serious watch game.

Watch brands are champing at the bit to sponsor the the world's most elite and up-and-coming athletes, with most of the big name brands partnering with teams of athletes — from fighters like Floyd Mayweather to half of the tennis world, including Federer and Nadal — to wear and promote their watches. 

Scroll down to see 16 of the most expensive watches worn by the world's most elite atheletes, ranked in ascending order by price:

SEE ALSO: 10 luxury watches that are actually worth the investment

Neymar — Gaga Milano, $2,100 (£1,569).

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Neymar's love of watches is well documented, with his trip to a Gaga Milano store ending in a $180,000 (£13,4620) purchase and an endorsement deal. Spending that much in one go might seem excessive, but when you're one of the highest paid football stars in the world it becomes a bit more understandable. Despite his own line of timepieces being on the lower end of the luxury watch bracket, it looks as though he has some special editions worth much more in his collection. 

Price according to Gaga Milano.

Andy Murray — Rado Hyperchrome XXL, $3,475 (£2,600).

When Andy Murray won his first Wimbledon back in 2013 he was a Rado brand ambassador, and as soon as he won, he reportedly hurried to slap on his Rado Hyperchrome. He put it on so quickly he didn't notice that it was seven hours out. He has since dropped Rado as a sponsor and instead works with brands such as Jaguar and Under Armour.

Price according to the Daily Mirror.

David Beckham— Tudor Black Bay Chrono, $4,480 (£3,350).

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David Beckham is one of the major sponsors for Tudor's Born to Dare campaign and is often seen wearing one of the brand's highly popular watches. Beckham sits alongside other high-profile ambassadors of Tudor such as Lady Gaga and the New Zealnds All Blacks rugby team.

Price according to Tudor.

Money: is there any point in having it if you can't unashamedly let the world know that you're one of life's winners who is unfamiliar with little-people problems like broadband bills? Debatable.

Is it insensitive to flaunt your sizeable wealth in the age of austerity? Yeah, probably.

Would we like to give it a go, just to see what it feels like? You're damn right we would.

Luckily for us, these days being a try-before-you-buy baller is easy. You see, getting on your filthy-rich flex can be a temporary identity, a disguise if you will.

Today, you can rent everything from your own private island to an oligarch's watch for a fraction of what they would cost to buy.

Yes, being a part-time playboy is definitely going to work out to be a hell of a lot more expensive than the average fly-and-drive to Alicante, but we imagine the never-ending stream of green-eyed gazes makes it all worthwhile. Andy Warhol may have famously predicted that in the future everyone would be famous for 15 minutes, but in the future we reckon that everyone deserves to live like Diddy (or whatever he's currently calling himself) for a day.

Not sure where to start your transformation from unassuming civilian to Billy big time? Here's our guide to getting your not so humble brag on.

A car

A flash car may be the universally recognised symbol of a mid-life crisis, but for those blessed with bulging wallets they're a way to get from A to B while letting motorists and pedestrians alike know that you're a bona fide money magnet. Forget taking a sports car for a spin around a race track for a day though, if you're going to put your foot to the metal, you need to go public.

That's where luxury car rental service Turo steps in, bringing all of Uber's usability and adding a catalogue of cars that make Jeremy Clarkson's garage look like a bingo hall car park. In the market for a Mercedes Benz S Class, a Jaguar F Type or a Lamborghini Gallardo? Take your pick, because they're all in the inventory.

Christin Di Scipio, communications coordinator at Turo says: "You can search by make and model, car hosts that offer delivery, even by colour. Our prices are also typically 35% cheaper than traditional rental car companies, so you can book a Porsche or Tesla without breaking the bank." That's your ride for your big school reunion entrance sorted then.

What it will cost you:£676 per day for a Ferrari California T

Find out more:Turo.com

A suit

For us, any mention of renting an aspect of your wardrobe instantly brings to mind some horrendously oversized suit that will inevitably end up sick-stained, cleaned and passed on to its next lucky recipient. In case you didn't already know, furiously scrubbed nylon doesn't shout luxury, or anything good for that matter. But in the days since your high school prom rental companies have got their act together — meaning that, for a price, you can borrow some seriously slick suits.

For those looking to go down the old-school route, Yardsmen offers a selection of luxury tailoring crafted from British wool and cut by Savile Row trained tailors.

For something a little more modern, The Black Tux promises to do away with all that bad PR renting suits accumulated with its high-end offering – think more Italian wool, less miscellaneous, ignitable cloth. What's so special about these suits? Well, they're cut modern and slim for a start (goodbye human rectangles), are crafted from natural fabrics like merino wool, and feature full canvas construction for a more natural fabric drape.

The company's CEO Andrew Blackmon says: "We weren't happy with quality and style of rental suits on the market, so we designed and manufactured our own, and developed the tools to get customers in the right sizes from the comfort of their own homes." No more feeling like an imposter at fancy dinners when it's this easy to go full on Bond for an evening.

What it will cost you: Rent a Bond-esque dinner suit from £110

Find out more:Yardsmen/Theblacktux.com

A watch

When the world needs to know that you've made it, there are few simpler ways to achieve peak big-timer than letting people see a Rolex. Sure, most owners probably don't have a clue about the complex horology that's gone into their expensive wrist decoration, but that's beside the point — a luxury watch is as close as you're going to get to conspicuously wearable money.

If you'd rather keep the lion's share of your house deposit savings where they are, you only need to dip into them to get some serious wrist candy. High-end horology rental company Eleven James offers a luxury watch subscription service that is undoubtedly more exciting than getting a weekly delivery of health (rabbit) food to your desk.

For a more short-term arrangement (or for a special occasion or big meeting), London-based haute horology service Mr Woolfe also has plenty of pulse-quickening hunks of metal to rent without a subscription requirement.

Eleven James' CEO Olivier Reza says: "By providing our members access to a new timepiece every three months from brands like Audemars Piguet, IWC, Patek Philippe and Rolex, we're repositioning luxury to be based around exploration, experimentation and experience – free from the traditional barriers of ownership and commitment." By our calculations, that's four different megabucks watches per year, and when you're wearing one, nobody need know that beans on toast is the source of your sustenance.

What it will cost you: $150-$200 (£110-£145) per month on Eleven James, depending on the subscription tier

Find out more:ElevenJames.com/Mr Woolfe

"He could not just wear a watch. It had to be a Rolex."

So says Ian Fleming in his debut 007 novel, "Casino Royale." But James Bond has never been one to follow rules (especially when there's a lucrative endorsement deal to be had), and over the past 56 years his weapon-grade wrist has played host to some of the most iconic and eclectic tickers in cinema history.

One line from that book has remained true, however: "A gentleman’s choice of timepiece says as much about him as does his Savile Row suit."

Here are 6 that said the most:

SEE ALSO: These are the 20 watches you should be investing in right now

1. Rolex Submariner

Seen in: "Dr No,""From Russia With Love,""Goldfinger," 'Thunderball"

The world-renowned OG of 007 timepieces, a "Rolex Oyster Perpetual Submariner" graced Sean Connery’s bushy, Richard Keys-ian wrist for the franchise’s first four films.

Recently sold at auction for $60,000, the iconic watch’s starring moment came in "Goldfinger," when Connery illuminated the dial with a lighter. Some fans believe that it was actually one of Connery's personal possessions.

2. Gruen Precision 510

Seen in: "Dr No,""You Only Live Twice"

While the Rolex Submariner has become synonymous with Bond’s early adventures, the first timepiece he actually wore on-screen was the Gruen "Precision." Bet you feel like a fool now, eh? In fairness, it was barely visible as Bond dealt cards in this scene.

The gold dress watch was a perfect low-key alternative to the sportier Submariner, with a black fabric strap and stripped-back design. Gruen, once one of the biggest watch manufacturers in America, went out of business in 1977.

3. Hamilton Pulsa P2/2900 "Astronaut"

Seen in: "Live and Let Die"

Ignore the fact that it looks like a Jetson family microwave. The Pulsar P2 was technically advanced for its time, and Roger Moore brought into the digital hype for 1973’s "Live and Let Die."

LED technology soon fell out of favour once LCD screens arrived on the scene, and Bond sheepishly ditched the timepiece forever. You can pick one up for around a grand.

• A new estimate suggests that Apple sold more watches than the entire Swiss watch industry last quarter.
• Estimates suggest Apple sold about 8 million watches during the holiday quarter. 
• The comparison shows the accelerating sales growth of Apple's smartwatch platform.

Apple is one of the biggest watchmakers in the world.

How big? Based on newly available statistics, it now seems certain that Apple outsold the entire Swiss watch industry combined last quarter. 

Yep. The company best known for making iPhones outsold Rolex, Omega, and even Swatch last quarter — combined.  

That's according to Apple Watch sales estimates from industry researcher Canalys and IDC, and publicly released shipment statistics from the Federation of the Swiss Watch Industry. Canalys estimates that Apple sold 8 million Apple Watches in the last quarter of 2017. 

Apple's been making watches for four years. Switzerland has been making timepieces for centuries. 

Not a flop

Apple doesn't reveal official sales figures for the Apple Watch, making comparisons like this one difficult. 

Instead, it bundles Apple Watch sales into an "other products" category — which led some people, including yours truly, to brand the device a "flop," as it seemed like Apple was glossing over lackluster sales.

And for awhile, especially in 2016, it did look like sales growth stalled. But based on data points provided by Apple officials on earnings call earlier this month, it's possible for analysts to calculate a strong estimate of units and revenue. 

"It was our best quarter ever for the Apple Watch with over 50% growth in revenue and units for the fourth quarter in a row and strong double-digit growth in every geographic segment," Apple CEO Tim Cook said on February 1. 

In some ways, the comparison with the entire Swiss watch industry is a testament to Apple's scale. Some Swiss watches are meant to be luxury pieces, like Rolex watches, which cost tens of thousands of dollars. But other Swiss watchmakers are mass market, like Swatch, with watches that are priced in the same range as the least expensive Apple Watch — about $180. 

But other tech companies have similar scale, like Samsung and other Google partners — and their smartwatch sales aren't even close. 

Not just the watch 

However, Apple doesn't only have its eyes set on the smartwatch market — it's going for all technology you wear on your body.

In recent months, Cook has been speaking about Apple's "wearables" business, or Watch sales plus headphone sales from products like Beats and AirPods. "Wearables were the second largest contributor to revenue growth after iPhone, which is impressive for a business that started only three years ago," Cook said earlier this month. 

Although that product category is small for now, its easy to imagine Apple expanding it with smart Apple Watch bands, and perhaps a pair of smartglasses. Google has a smart fabric project, and Apple patents suggest it's experimenting with those technologies too. 

So now that Apple has conquered the old-school watch market, it's only a matter of time before people start comparing Apple's wearables business with companies like Nike. 

SEE ALSO: Private texts show FBI agents thought Tim Cook was a 'hypocrite' in the San Bernardino iPhone encryption fight

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Rolex watches are some of the most sought-after timepieces in the world. Last year, a vintage Rolex Daytona worn by Paul Newman was sold at auction for $17.8 million. Cara Barrett, editor at Hodinkee, fills us in on why Rolex's are so pricey. Following is a transcript of the video. 

Cara Barrett: There is a rumor that in order for a Rolex to actually leave the factory or be a Rolex design it has to be recognizable from 20 feet away.

Hi, I'm Cara Barrett, editor at Hodinkee, the leading online watch publication. Rolex is one of the few brands, if not the only brand that has a very specific aesthetic. They are sporty, they are active, they are tool watches that's kind of their main DNA.

In the 50s they came out with the Submariner, the Explorer, the Milgauss, the GMT and they were all watches that were designed and made to be used as tools. And so that's their bread and butter and it still is today. It kind of evolved into a luxury brand later in life which now is what they're known for. So that's kind of the interesting thing about them is they initially were tool watches which have now become luxury. Rolex is kind of one of those brands that sits on the lower end of the spectrum as far as luxury watches are concerned.

The Submariner's $8,000. The entry-level watch at Rolex is $5,000 with the Oyster Perpetual. Their three qualities are self-winding, waterproof and precision. And they really focus on quality. It takes one year to make a Rolex. They go through extensive testing. The accuracy, the chronometer, the timing, it's all about telling the right time, keeping the right time. They also have extensive service work after, so if you ever have a problem with your Rolex, you can take it to them and they'll fix it.

The clasp is opened and closed a thousand times before it leaves so you know that when you get it, it's not gonna break. The whole point of a Rolex is you buy one now, it will last you for 20 years if you take care of it. It will last you for 100 if you really take care of it. That's ultimately why they're so expensive because you're buying something that will last you a lifetime presumably. And something that you can pass down to other generations as well.

In the collectors' world, there's the vintage Rolex market. And there's a whole underground of different nuances and you know there's a GMT with a matte dial, a GMT with a gilt dial and there are all these tiny little details that change and they make a watch more or less valuable.

There's the Paul Newman Daytona which sold for $17.8 million last fall and that's the most expensive Rolex that's ever sold at auction. The Paul Newman Daytona is a really good example where they came out with a Daytona back in the 70s and they put these exotic dials on them and they couldn't sell them. And now they're the most collectible watches on the vintage market.

No one knows how many Rolexes are produced per year, no one knows how many Rolexes are produced per model. But there are specific ones, like the Rainbow Daytona that came out this year, rumored to have X amount made, but very small quantities. You don't ever know exactly what the number is, but you do know that there aren't that many. And they're hard to get.

One of the best things about Rolex is anyone can wear any of them. They're very unisex and I think that that's refreshing 'cause a lot of times brands put a lot of diamonds on watches and kind of brand it as a woman's watch. Whereas Rolex does the same thing, but it's kind of unisex. I wear a lot of men's Rolex. But the ladies Datejust is actually, in two-tone, is actually the most sold Rolex model of all time. Which is a really fun fact.

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• Ellen DeGeneres wore a $175,000 watch on Jerry Seinfeld's "Comedians in Cars Getting Coffee."
• The watch in question was a 1969 Rolex "Paul Newman" Daytona Reference 6241 on a steel bracelet.
• DeGeneres has made millions from her long-running, eponymous chat show and from flipping properties in Los Angeles.

Ellen DeGeneres recently appeared on Jerry Seinfeld's Netflix interview series "Comedians in Cars Getting Coffee."

What fans of DeGeneres might not have noticed was her wristwear.

In the shot below, the talk show host is wearing a 1969 Rolex "Paul Newman" Daytona Reference 6241 on a steel bracelet — one of which has previously sold for $175,000.

According to Hodinkee, DeGeneres' watch was not always so highly sought after because no one wanted its exotic dials, which include a black acrylic bezel and push-down chronograph buttons.

The Daytona exploded in popularity, though, after racing driver Paul Newman was spotted wearing one — and he barely took it off.

Now, the Daytona has amassed a cult following and is one of the most highly sought-after watches in the world.

It's actually no surprise that DeGeneres can afford such a rare watch. As well as her eponymous talk show that has been running for 15 seasons (2,440 episodes at the time of writing), DeGeneres has made millions flipping homes in Los Angeles.

In 2004, DeGeneres bought a home that she nicknamed "The Treehouse" which has had various celeb owners since then, including producer David Weissman and actors Heath Ledger and Josh Hutcherson.

Two years later, she sold a property to Will Ferrell for $9 million. And in 2012, Ryan Seacrest bought one of her homes for over $36 million. In total, she's bought and sold around a dozen homes, according to Trulia, and has even published a book with interior design tips.

When asked about her house flipping reputation, Ellen told The New York Times: "I've never bought to sell. I always say: 'This is it. I'm never moving.' People laugh at me now."

DeGeneres is the latest in a recent string of celebrities to show off expensive watches in public. David Beckham recently showed how to wear a white t-shirt while wearing a $42,000 watch and Pharrell Williams wore an $815,500 watch to Paris Fashion Week.

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• Drake watched Serena Williams play in the Wimbledon quarter-finals on Tuesday.
• The pair were romantically linked in 2015.
• Fans were worried that Drake's presence would distract the tennis star, but she triumphed in three sets to progress to the semi-finals.
• Drake wore tracksuit pants and a hoodie with an $18,000 Rolex.

Serena Williams may have spotted a familiar face in the crowd on Tuesday as she took on Camila Giorgi in the quarter-finals of the Wimbledon Championships.

Rapper Drake, who Williams was romantically linked with in 2015, came to support his ex in her 10th run in the grass court tournament.

The surprise appearance didn't seem to ruffle the seven-time Wimbledon champion's feathers, though, as she breezed past her opponent in three sets to reach the semi-finals.

Viewers, however, were distracted as eyes turned to the "God's Plan" rapper in the stands.

People on Twitter joked that Drake should leave the court after he was blamed for Williams' loss in the 2015 US Open semi-final.

It looked like history might repeat itself as Williams dropped the first set 6-3.

Fortunately, though, Williams came back to win the second and third sets 6-3 and 6-4, prompting viewers to proclaim the Drake curse broken.

Drake kept things casual with a dark green hoodie from his own clothing brand, October's Very Own, as he sipped Pimms in the stands.

Eagle-eyed viewers may have spotted a noteworthy accessory on Drake's wrist, though. The rapper wore a custom Rolex President Day-Date ref. 218348, according to D'Marge.

Drake's Rolex has 18-karat yellow gold construction paired with diamonds set around the dial's hour markers, taking its value to around $18,000.

Drake is in London following his surprise headline performance at Wireless festival.

And the rapper wasn't the only star in the stands that day — Justin Timberlake, who is performing at London's O2 Arena this week, and his wife Jessica Biel were also spotted enjoying some centre-court action.

Drake and Williams made headlines in 2015 when the pair were spotted kissing in a Cincinnati restaurant. 

The romance didn't last, though, and Williams married Reddit co-founder Alexis Ohanian in November 2017, after the birth of their first child in September.

Williams was forced to take a break from tennis after suffering health complications from her pregnancy and is now launching a full-scale comeback to the top of the tennis world.

"This is only my fourth tournament back, so I don't feel pressure," Williams told ESPN. "I don't feel I have to win this; I don't feel I have to lose this. I'm just here just to be here and to prove that I'm back. And I feel like I'm back. I still have a long way to go to be where I was."

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The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase.

While the keeping of time might seem like a trivial task in the digital age, the engineering behind watches still amazes me to no end.

Sure, at any point you can pull out your iPhone and know the time of any location on earth (as well as how long it would take for you to travel there and where to get the best tacos once you arrive), but wristwatches are a different type of marvel.

Contained within your wristwatch is a series of gears, wheels, and springs that all work together to ensure your watch is keeping the time properly. This technology was developed literally hundreds of years ago, and people have been toiling forward to make improvements to watch technology ever since.

One of the biggest developments in the watch industry was the invention of the automatic movement. Before the automatic movement, watch wearers would have to wind their timepiece every day to keep it ticking. Through the 18th and 19th century, different types of weights and designs were developed that used the energy created by the movement of the wearers hand to keep the watch perpetually wound.

The automatic movement still amazes me, and today it’s contained in some of the most iconic watches on the market — the Rolex Submariner and Omega Speedmaster both employ an automatic movement in their design.

We asked Chaim Posen, marketing director at Jomashop, to pick out some of the most popular automatic watches at every price. Jomashop offers a wide variety of watch brands at competitive prices. If you’re in the market for anything from Bulgari to Seiko to Timex and everything in between, chances are they’ll have something for you. 

Below, you can find Posen's picks for the best automatic watches available at all sorts of price points — whether you’re on a budget or hoping to invest in a watch that will last a lifetime.

If you're considering dropping big money on a luxury watch, as with any other major purchase, be sure to compare prices and do some research first. While all of the watches are guaranteed to be 100% authentic, they do not come with a manufacturers warranty. If you have any concerns at all, you can view Jomashop's full warranty policy here.

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Hamilton Khaki Field Automatic

Hamilton Khaki Field Automatic Men's Watch, $359 (Originally $575) [You save $216]

Tissot Heritage Visodate

Tissot Heritage Visodate Men's Watch, $375 (Originally $650) [You save $275]

Fortis Flieger Professional Automatic

Fortis Flieger Professional Automatic Men's Watch, $595 (Originally $1,730) [You save $1,143]

Two violent robbers were jailed for a total of 14 years and eight months on Tuesday following the heroic actions of a 10-year-old boy, according to the Metropolitan Police.

Brothers Eugene and Devlin Williams attacked Didier Levenfiche's mother, Tania, on June 13 2016 in London. The pair ripped out her earrings, attempted to steal her watch, and attacked the family's dog.

Didier witnessed the robbery and raised the alarm before the Williams brothers escaped in a black BMW. The 10-year-old memorised the Williams' faces and was later able to identify them during an ID parade.

"I watched the men's faces to try to memorise them," Didier said in a police video celebrating his actions last year, when he was named Westminster police's hero of 2016.

Detective Constable Martin Thomas said in a statement: "Didier's brave actions directly led to them being brought to justice and we are very proud to have named him as our hero of the year."

Tania Levenfiche said Didier has not slept properly since the incident, but was thankful her attackers have been brought to justice.

"He has not slept a whole night since the incident and also is very disturbed by the fact that the attackers kicked our dog over and over as she tried to jump up at them to help me," she said. "Please remember that he watched this whole incident and the face of the attacker staring at him."

The Williams brothers were behind a spate of violent robberies between November 2015 and August 2016 across London. Devlin Williams had a particular eye for Rolex watches and was involved in two attacks in August last year where the expensive watches were snatched.

He colluded in the robbery of a £20,000 Rolex from a 74-year-old woman on August 4 2016, while he was also behind an attack on a 30-year-old man three days later, when his £7,000 watch was taken.

Devlin Williams was sentenced at Southwark Crown Court to six years and eight months in prison on Tuesday. His brother, Eugene, was handed a sentence of eight years.

Here's the video of Didier Levenfiche talking about his act of heroism:

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An exceptionally rare and unique Rolex watch just became the most expensive ever sold.

Known as the "Bao Dai" watch, this piece was sold to the last emperor of the Nguyen dynasty in Vietnam in 1954.

It just sold for over $5 million at auction at Phillips in Geneva. The buyer has not been identified

The Bao Dai is a Rolex reference 6062 — the most expensive and rarest watch model the brand sold at the time it was made. The gold case and black dial were the rarest configuration of the 6062 model.

Only three models to this specification are known to have existed, according to Hodinkee. This particular model is the only one to have had diamond markers on the even hours, making it completely unique and unlike every other watch in the world.

It was sold by the Nguyen family for $235,000 in 2002, meaning that the watch has only changed hands once. Though that price may seem low compared to today's standards, it was also the most expensive Rolex ever sold at the time.

While the watch's auction estimate was only $1.5 million, collectors expected it to go for much more than that. 

The Bao Dai handily beat the previous record holder, the Rolex split-seconds chronograph reference 4113, which sold for $2.5 million last year.

SEE ALSO: You can now bid on Rolex watches on 'the stock market of things'

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NOW WATCH: These are the watches worn by some of the most powerful men in finance

Since it was invented over 200 years ago, the wristwatch has been an integral component of men's fashion.

In addition to their practical functionality of telling time, a watch serves as a collectible piece of art that communicates the personality and style of its wearer.

With the help of Crown and Caliber, an Atlanta-based preowned-luxury watch marketplace, we've put together a list and commentary about the wristwatches worn by some of the most powerful men in the financial services industry.

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Roger Federer is an 18-time Grand Slam singles champion. At age 35, he's still not done playing. One of the best players of all time, Federer has endorsement deals with companies like Nike and Rolex, helping to make him the highest-paid tennis player on earth.

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Apple has finally achieved a major milestone with its Apple Watch.

The company's CEO Tim Cook told attendees that the tech giant now sells the number one watch in the world, leapfrogging Rolex in the process. Cook also said the Watch saw stunning 50% year over year sales growth in August. 

Apple didn't share any hard sales numbers, but that's not surprising — Rolex remains similarly tight-lipped. According to an estimate by Canalys, Apple sold 11.9 million watches in 2016.

When Tim Cook announced last year that Apple was the number two watchmaker in the world, we said that made sense: Rolex is the giant in the watch world, and passing it would be some type of feat. But Apple has done just that.

At that time, Apple just announced its Watch Series 2 which had capabilities like water resistance and an on-board GPS. It's clear that these improvements have increased sales, and made the Apple Watch more attractive.

Apple also pivoted from a fashion focus, where it was competing directly with brands like Rolex, to instead talk up the fitness capabilities of the watch and positioned it more like a highly capable wearable.

This pivot started when the Series 2 was announced. That was on display in the latest Apple keynote on September 12, where there was a lot of focus on new heart rate monitoring capabilities, and only a passing mention to its Hermés collaboration. Apple still compares itself to watch companies even though it is not positioning its watch for fitness, like wearable makers do. In a comparison of wearable makers, it comes in at number three according to IDC analyst estimates as of fourth quarter of 2016, behind Fitbit and Xiaomi — both of which sell products at much cheaper prices than Apple.

It's safe to say in 2017, there's more consumers buying wearables for their fitness capability than buying mechanical watches for their style. 

Rolex has been suffering along with the entire Swiss watch industry, with poor sales nearly worldwide. If Apple's stats are from 2016 — which is our bet — that would make even more sense.

Watch exports from Switzerland fell 10% in 2016. It's tough to say exactly how much that affected Rolex specifically. Early reports say 2017 might be looking better for the Swiss watch industry, but it's too early to say for sure.

So, yes iPhone sales are up — markedly so. But Rolex's sales are likely down, which has helped Apple edge out the Swiss giant. 

SEE ALSO: This $60 Japanese watch is the best value out there — here's why

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Thousands of people use a Bloomberg terminal every day to do their jobs. It's one of the most useful machines in the world, and the workhorse of the financial industry, with up-to-the-second data and news from around the world.

The terminal, which costs more than $20,000 a year, has some extremely handy functions, such as stock quotes, financial analysis, and an instant messenger that some people could not do without.

But there's another, lesser-known function — aptly named POSH — that allows Bloomberg users to list anything they want to flip for some cash.

We went through the listings to find the most opulent and ridiculous items and services for sale right now. Here are (just a few) of our favorites.

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An Italian castle

Price: €16,500,000

For the low price of roughly $19 million, this Calabrian castle can be your new home — or, you know, your second, third, etc.

This "medieval castle in the mountains" has a pool, an olive orchard, a vineyard, views of the sea, and even a working dairy with 30 cows on 100 acres of land.

Price got you down? Don't worry — the posting says it's a "practical family get away."

An original Picasso painting

Price: $100,000

Need some new decor for your home? The Bloomberg terminal has you covered. This 1962 Picasso is from a set of 50 similar paintings. This one is dedicated "pour Ynes Picasso."

A 2012 Ferrari California

Price: £109,995

According to Business Insider's in-house Ferrari expert, Matthew DeBord, this might be a pretty good deal.

The starting price of the California T, the company's "entry-level" car, is $198,000. This 2012 model, in red, has 7,600 miles under its hood and is going for just about $145,000 at today's exchange rate.

• Paul Newman's Rolex Daytona has been sold for $17.8 million, breaking the record for the most expensive watch ever sold at auction. 
• It has taken the crown from a 1518 Patek Philip in steel that was sold in 2016 for $11 million. 
• It was bought by an anonymous telephone bidder and took just 12 minutes to sell.

Paul Newman's very own Paul Newman Rolex Daytona went up for auction at Phillips Auction House in New York on Thursday and sold for a record-breaking $17.8 million (£13.6 million).

When the Paul Newman lot came up, the bidding was opened at $1 million, but a telephone bidder immediately placed a bid of $10 million, stunning the room into silence.

It was one of the most intense auction sales ever seen in vintage watch collectors' circles. 

The bids then went back and forth between two telephone bidders and the timepiece was finally sold for $17.8 million — including buyer's premium. This makes it $6 million more expensive than the previous most expensive watch ever sold at auction.

It also breaks the record for the most expensive Rolex ever sold at auction, which was previously held by the Rolex Bao Dai which sold for $5 million back in May. 

Aurel Bacs, the Senior Consultant, Phillips in Association with Bacs & Russo has dubbed the watch the "'Adam and Eve' of the watch collecting world."  

The reason this watch is worth so much to collectors is the story and history behind it, as it's not made out of any precious metal and it is not the most complex watch in the world either. 

It was given to Newman by his wife Joanne Woodward while he was filming "Winning", he then gave it to his daughter's then-boyfriend James Cox with the famous quote "if you wind it up it keeps pretty good time." 

After that, the trail of the watch goes cold until Cox brought it to Phillips to auction with a portion of the proceeds going to benefit the Nell Newman Foundation and Newman’s Own Foundation. 

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• Rolex watches are so valuable, they can be used as currency.
• Philippe Cousteau told Bloomberg that he never travels without it, as everyone understands the value of a Rolex.
• Still, the watch has to be something you can afford to lose.

Expensive wristwatches are invaluable traveling tools. They can tell time, don't need batteries to run, and are incredibly reliable.

Another bonus, according to Travel Channel host Philippe Cousteau, is that nearly everyone worldwide understands the value of a Rolex, and it can be traded in the event of an emergency. Cousteau, who is also the grandson of Jacques Cousteau, told Bloomberg that he wears an understated but "tradable" watch no matter where he goes, because of how useful it can be as emergency currency.

Cousteau is vague about the kind of "trouble" he describes, but we can imagine a few scenarios where a valuable watch would help you get to places on time.

Cousteau says an ex-British special force soldier gave him the advice. We're guessing the advice is a little more useful when you have years of military training and expertise — and look like you do, too.

After all, this advice seems a bit old-school. In all but the most remote corners of the world, access to money is only a phone call or click of the mouse away. Though there are usually fees involved, finding an ATM that will give you access to cash through a credit card advance or debit isn't difficult. And it doesn't involve giving away a prized possession.

If you were to find yourself in a serious emergency, it's not hard to imagine a scenario where a fancy watch would just make you a bigger target. A kidnapper wouldn't free you just becuase you have something valuable — they'd likely just take that from you, too.

For many, expensive watches are investment pieces. If you're bringing it with the thought that you might lose it, you have to be very sure that you can afford to lose it and can purchase another one if you need to. 

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• The New York Loan Company sells items like $30,000 Hermès Birkin bags and fine jewelry.
• Its professional staff and tight security make it unlike any other pawn shop experience.
• They promise their clients absolute confidentiality.

The New York Loan Company isn't your typical pawn shop. Your fingerprint must be taken before you can access the front door. In the front hall hangs a portfolio of prints by John Baldessari, worth $90,000. 

Located in Manhattan's Diamond District, in Midtown, the building in which the pawn shop is located — the International Gem Tower — has more than a few valuables inside.

"All the floors in this building have had to be reinforced because of the vaults in all the different offices," Eleanor Walper, a loan officer and in-house gemologist for the company, said to Business Insider. 

At the New York Loan Company, customers can sell valuable belongings, purchase others' goods at a discount, or get a short-term loan using their items as collateral.

Inside, you'll find items like $30,000 Hermès Birkin bags, double-digit-karat diamonds, Super Bowl rings, Emmy and Golden Globe trophies, high-end fine wines, and framed Andy Warhol pieces. Other high-end items that the company holds as collateral are kept in a vault, inside of a vault, at an undisclosed location.

Below are the items that are for immediate sale — either because they were purchased from a client, or as Walper put it, the client has "chosen to walk away from" them.

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The New York Loan Company is located in the Diamond District and feels more like an office than a pawn shop.

For-sale jewelry is kept on rotating stands behind a glass case.

The John Baldessari portfolio of prints hanging in the hallway is worth $90,000.

• 70% of Brits can't tell the difference between a real and fake Rolex, according to a new survey by jeweller William May.
• The jeweller shared the six things to look out for when spotting a genuine timepiece.

Rolex watches make for a pretty good investment, as both vintage and pre-owned watches continue to rise in value.

In October, Paul Newman's Rolex Daytona sold for a record-breaking $17.8 million (£13.6 million) at Phillips Auction House in New York, becoming the most expensive Rolex ever sold at auction.

However, the majority of Brits surveyed by vintage jewellery specialists William May can't tell the difference between a fake Rolex and a genuine Swiss timepiece. This is a problem because Rolex is also one of the most counterfeited brands in the world.

William May asked 1,000 people in the UK to determine which watch was real out of two images below — one showing a fake model and one showing a real Rolex. Only 30% guessed correctly.

Which is real?

Image A:

Image B:

Now compare them both. Which one do you think is real?

If you answered Image A, you are correct — and you're among the 30% of the British population who can spot the difference.

For those of us who struggled to identify which one was genuine, William May says there are six things you should look out for in the future:

1. The magnification

The fine workings of a Rolex mean that the date has to be small for everything to work perfectly, according to William May. To compensate for this, a cyclops window, or magnifier, is added to make the date more visible.

"On all Rolex models the magnification is 2.5X and the date really jumps out at you," William May said. "On fakes this is often set to just 1.5X, so the date is harder to see."

2. The weight

If it feels light, it isn’t right.

"Fake Rolex watches are generally lighter, whereas a real Rolex is made of high-quality metals, and will weigh significantly more," William May said.

3. The water test

If the watch is dipped into water for a few seconds, it will not leak water into its dial, according to William May, who said that all Rolex watches are 100% watertight, while many counterfeit watches are not.

"Rolex Submariner timepieces are the only watches designed for deep sea diving, but all models are waterproof and perfectly sealed," according to the jeweller.

4. The writing

Everything on a Rolex is made to perfection, and if you take a magnifying glass and examine all the lettering on the dial, you'll be able to spot a fake if there are any imperfections.

According to William May: "The writing should be convex and there should be no bubbling."

5. The case back

If the case back is made out of glass, plastic, or crystal so you can see the inner workings of the watch, it’s most likely a fake, according to the jeweller.

"There are two extremely rare Rolex models from the 1930s that have case backs made of glass. And no more. If you are buying a relatively modern Rolex with a clear case back it is a fake. You can also check for engravings — Rolex does not engrave anything on the case back’s exterior, but it does on the interior."

6. The tick

If you hear a loud tick from the watch, you've got a fake on your hands.

"Counterfeiters can’t often perfect the precision gears of a Rolex and a ticking noise is the tell-tale sign of this."

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