What does “Brick” mean?

A brick is trade slang for a watch that has lost value and is very hard to move, usually a step worse than a dog. It typically describes a piece bought at a price the market no longer supports, for example a model that traded far above retail and then fell back, or a watch with problems that make it hard to sell at any sensible figure.

Dealers mostly use the word about their own stock: being 'stuck with a brick' means holding a watch that can only be sold at a loss. Common causes are buying at the top of a market, paying full price for a watch with replaced or incorrect parts, or missing a problem such as a heavily polished case or a non-original dial. The usual advice is to take the loss and move on, since holding a brick ties up money that could be earning elsewhere.

Example: 'Bought it at the peak and now it's a brick. Taking the hit to free up cash.'