If you have spent any time on YouTube in the last few years, you will know Nico Leonard. Loud, honest and unapologetically direct, he has built a global following by dragging the luxury watch world out of its velvet ropes and into the real world. A high end dealer with serious credibility and a digital presence to match, Nico is now turning that same energy toward golf. And this is not a casual dabble. After shedding serious weight and rediscovering his competitive edge, he is chasing improvement with the same obsession that built his brand. We caught up with him at Trump International Golf Club Dubai to talk discipline, pressure and why golf might just be the hardest game of them all.
Q: You are known for watches, but where does golf fit into your life right now?
As a former professional athlete, I played football when I was younger, but injuries cut that short. Golf has given me that discipline back. That feeling of preparing, competing, pushing yourself.
I have lost about 30 kilos this year and I am taking golf very seriously. It is a passion because you can only excel at things you truly love. I want to see how far I can go with it.
Golf is also a mindset. If you can succeed in golf, you can succeed in anything. It is one of the hardest things I have ever done.
Q: A lot of people see golf and luxury watches living in the same world. What connects the two?
Historically, golf was an elite sport, but it is becoming more accessible now, which is great.
The connection comes from lifestyle. People who play golf often have created time and freedom in their lives. When you reach that stage, you start appreciating cars, watches and the finer things.
Golf fits perfectly into that world.
Q: Golf has a reputation for tradition and exclusivity. What is your take on how it presents itself today?
Look at Bryson DeChambeau. He is not traditional at all, and he has made golf more accessible than almost anyone through YouTube and his approach.
That is something I have tried to do in watches. It was seen as boring and exclusive. I wanted to make it understandable and open.
Golf needs more of that.
Q: If you looked at golf the same way you critique watches, what would you say the sport gets wrong?
I am not an expert in golf yet, so I would not pretend to be. Give me a few years.
But I like change. The introduction of LIV shook things up, and that is good. People are naturally afraid of change, but it pushes the sport forward.
Q: What does golf get right that keeps people hooked for life?
It is the ultimate one on one challenge, but against yourself.
You are constantly battling your own mind. One bad hole, how do you respond?
There is no sport that demands more accountability. That is what makes it addictive.
Q: If you were to design the perfect golf watch, what would matter?
We are launching one with Good Good later this year, and the next version will be even better.
It is about making it fun but functional. A chronograph with a nine minute counter, something that actually connects with how golfers think and play.
The perfect golf watch does not exist yet. I am going to make it.
Q: Match a watch brand to a top golfer.
Bryson and Richard Mille are the perfect match.
Both are about innovation, pushing boundaries and doing things differently.
Q: Do you see similarities between golf mentality and building a business?
Absolutely.
If you can control your emotions on a golf course under pressure, running a business becomes easy. Golf is far more difficult mentally.
Q: How often does golf come up in conversations with your clients?
All the time. Yesterday I played with one of the biggest collectors in the UAE.
Golf is deeply connected to that lifestyle.
Q: Is golf doing enough to stay relevant with the next generation?
Not yet.
If you compare it to football, the numbers on YouTube are tiny. There is massive potential for growth. Golf is still early in that space.
That is where I want to be involved.
Q: If you created golf content, what angle would you take?
Authenticity.
I am just myself. People give you their time, and that is the most valuable thing they have. They deserve honesty.
My golf journey is intense. It is not easy. Showing that struggle is what will connect.
Q: How has Trump International Golf Club Dubai contributed to your development?
The facilities are unbelievable. The range, short game area, bunkers and even night golf, it is all top level.
The people and my coach Alex Riggs have been huge. We train every day. I am very grateful for that environment.
Q: Looking ahead, do you see yourself getting more involved in golf?
Everything.
Playing seriously, creating content and building business opportunities around golf.
There is a natural synergy between watches and golf. The key is adding value.
Q: If Rory McIlroy walked into your store, what would you put on his wrist?
I would take the Omega off his wrist straight away.
He is one of the greatest ever. He should be wearing something far more special.
Q: Favourite golf courses?
Ardglass and Royal County Down Golf Club.
Q: Favourite golfer right now?
Bryson DeChambeau. And Anthony Kim.
Q: One golfer whose personality fits your brand?
Ian Poulter. He is just himself.
Q: Best golf moment you have watched or experienced?
Watching Shane Lowry win The Open. I was there. The emotion and atmosphere were unbelievable.
Q: Your dream fourball?
Cristiano Ronaldo, Jimmy Carr and Bryson DeChambeau.
Q: Most overrated thing in golf?
Mulligans. It is a lack of accountability.
