Archie Luxury, also known as Paul Pluta, is a prominent, if controversial, figure in the world of luxury watches, known for his blunt, often polarizing persona and unfiltered opinions. He operates multiple YouTube channels, including the primary "ArchieLuxury" channel, where he provides commentary on watches, luxury goods, and occasionally his personal life. His character, "Archibald Chesterfield III," is known for its brash and satirical takes on the snobbery and elitism within the luxury industry.

Paul Pluta's rise to online fame began in 2009, when he started uploading videos about luxury goods, starting with guides on identifying fake Louis Vuitton bags and insights into his own watch collection. Over time, he developed a more abrasive, candid style that resonated with some viewers for its authenticity but alienated others due to its often crude language and politically incorrect views. His content frequently criticizes luxury watch brands, calling out perceived rip-offs, and highlights his love for brands like Rolex and Patek Philippe.

Paul’s content continues to attract a mix of dedicated fans and critics. Despite the abrasive style, his consistent output and longevity on YouTube have solidified his place in the online watch community. His website, Archieluxury.com, offers merchandise, watch sales, and personal appearances, reflecting his unique brand and personality. Despite facing ongoing criticism for his crudeness and off-color humor, Archie Luxury's influence on watch enthusiasts remains significant, especially for those who appreciate his no-holds-barred approach to reviewing watches and luxury culture​.