Press kit
For journalists, podcasters, and reviewers covering the watch market, Grail Atlas, or trust-and-safety online. Boilerplate, screenshots, and the language we ask you to use.
The clearest one-URL answer to "what does Grail Atlas actually do?" is the worked walkthrough of a hypothetical Speedmaster Professional 3861 listing: landed cost, band, deal tier, trust read, risk read, verdict. Every step mapped to the open-source engine code. This is the URL we point press at first.
One-line
Grail Atlas is an independent reference for mechanical watches what they are, where they were made, what they should cost, what to ask the seller, with honest landed-cost scoring of live listings as a secondary layer.
One-paragraph
Grail Atlas is the merit-ranked, deterministic alternative to opaque marketplace algorithms. Every watch listing we surface is scored against a fair-value band of comparable sales, weighted for landed cost (not ad price), with a transparent three-layer trust read and a graded risk readout that never accuses a seller. The project is independent, self-funded, and built by Brett Morrison.
What we never say
- We never use the word "fraud" or "scammer" in published copy. Risk is graded; signals are factual. The ban is code-enforced.
- We never claim a specific watch is "authentic" without a documented inspection trail; we publish the trust read, not a verdict.
- We never present sponsored inventory in the ranked feed; if we ever showcase inventory, it's labeled.
What journalists usually want to ask
How is the band built?
Trimmed median of authenticity-weighted comparable sales within a 12-month window, normalized to an excellent / full-set baseline, then scaled to the listing's actual condition and box-papers. Full methodology at /how-it-works.
How do you avoid bias toward partners?
Architecturally: the trust composite formula and the valuation factor tables take no monetization-related input. Politically: we have not partnered with any seller yet; when affiliate or verification fees are introduced, they will be disclosed on /legal/disclosure and will not affect rankings.
What about defamation risk?
The graded risk scale + factual signal language is the legal defense. We also maintain a score audit trail: an immutable record of every published score's inputs and engine version. Documented in the standalone Privacy Policy and the Legitimate Interests Assessment.
Who's on the team?
Brett Morrison (engineering, product, editorial). External contributors handle isolated areas (legal review of policy drafts, watch-domain expert review of editorial content). Independent and not part of any marketplace or dealer operation.
Logos and screenshots
OpenGraph card:
- https://grailatlas.com/og, main brand card (1200x630)
- /og?ref=r-rolex-sub-14060m (example per-reference card, 1200x630)
Contact
Press inquiries: press@grailatlas.com. Security reports: /security. The full contact surface (privacy, DMCA, AUP, editorial corrections, security) is at /legal/contact.