On a cold December morning in 2003, Michael Jordan walked alone into Tournau’s luxury watch store on Manhattan’s 57th Street. He wore a worn Chicago Bulls cap, a plain gray sweatshirt, and sneakers that had seen better days. To most passersby, he looked like any other New Yorker, blending in with the city’s endless current of faces.
Alex Martinez, a young salesman only six weeks into his job, glanced up as the bell above the door chimed. He saw Michael—unassuming, casual, and, in Alex’s mind, unlikely to be a serious customer. Alex’s training had drilled into him the art of “qualifying” customers: check the shoes, the watch, the coat. Don’t waste time on browsers.
Michael moved slowly along the sparkling glass cases, pausing at a display of Audemars Piguet watches. He leaned in, eyes lingering on a Royal Oak Offshore in rose gold—a timepiece with a $150,000 price tag.
Alex approached, impatience barely hidden. “Can I help you?” he asked.
“Yes, I’d like to see that one,” Michael replied, pointing at the Royal Oak.
Alex hesitated. “Sir, that’s one of our premium pieces. It costs more than most cars. Perhaps I could show you something in our more affordable section?” He gestured toward the entry-level Seiko display.
Michael smiled, his expression calm. “I appreciate your concern, but I’d really like to see that Audemars Piguet.”
Alex shifted uneasily, glancing at Michael’s sneakers. “Sir, maybe you should look at something more realistic.”
Just then, three men in expensive suits entered the store. Alex’s eyes lit up. “Excuse me, I need to help these gentlemen,” he said, abandoning Michael.
Across the store, Richard Coleman, the store manager, watched the exchange. He’d been in luxury retail for fifteen years and had learned to look beyond appearances. Something about the man in the cap caught his attention—his posture, the quiet confidence.
Richard approached. “Is everything all right, sir?”
Michael nodded. “Just admiring your watches. Beautiful pieces.”
“Is there something specific you’re interested in?” Richard asked.
Before Michael could answer, Alex called out, “Richard, this gentleman was looking at the Royal Oak, but I explained it might be out of his price range.”
Richard’s eyes narrowed. He looked more closely at Michael, recognition dawning. “And what makes you think it’s out of his price range, Alex?”
Alex gestured at Michael’s clothes. “No offense, sir, but that’s a $150,000 watch.”
Michael, pushing his cap back, revealed a familiar face. “None taken. I get it all the time.”
Richard suddenly realized who he was talking to. Michael Jordan—the most famous basketball player in the world—stood before him.
“Would you like to see the watch, sir?” Richard asked, his tone respectful.
Michael smiled. “Yes, I would. Thank you.”
Alex, meanwhile, was busy with the suited customers. But he kept glancing over, noticing Richard removing the Royal Oak from the case and placing it on a velvet pad for the casually dressed man. Michael picked up the watch, turning it over in his hands, asking about the movement, the finishing, the history of the brand. His questions revealed a deep knowledge of watches—far beyond that of a typical “browser.”
Alex’s suited customers grew impatient and soon lost interest, their attention drawn to the commotion around Michael. One of them finally recognized him. “Holy—Is that Michael Jordan?”
The store seemed to freeze. Staff and customers alike stared. Alex’s face turned pale as he realized the gravity of his mistake.
Michael turned to Alex. “You’re right. I should have dressed better. My apologies.”
Richard intervened. “Alex, why don’t you finish helping these gentlemen? I’ll take care of Mr. Jordan.”
But Michael shook his head. “Actually, I’d like Alex to complete this sale. If that’s all right with you.”
Back in Richard’s office, Michael sat across from Alex, who was now visibly shaken. “Do you know why I didn’t correct you when you assumed I couldn’t afford that watch?” Michael asked gently.
Alex shook his head.
“Because I wanted to understand why you made that assumption. And more importantly, I wanted you to understand it too.”
Michael shared a story from his youth—how he’d been cut from his high school varsity basketball team because a coach judged him by his current ability, not his potential. “He made a judgment based on limited information. Today, you did the same thing. Every person who walks through that door has a story you can’t see.”
Alex nodded, humbled.
“Now,” Michael said, “I’d like to make a purchase. A rather large one. And I want you to handle the sale.”
Alex straightened, determined to do things right this time.
They returned to the sales floor. Michael not only bought the Royal Oak Offshore but also selected a Patek Philippe for his mother and a Vacheron Constantin for his brother—over half a million dollars in watches. But that wasn’t all.
“I want my commission from this sale to go toward establishing a training program for your staff,” Michael told Richard. “Something that teaches them what we talked about today—respecting every person who walks through that door, regardless of how they look.”
Alex processed the sale, his hands steady now. As Michael signed the receipt, he looked Alex in the eye. “Remember this day, not because you sold watches to Michael Jordan, but because you learned something about seeing people for who they really are.”
The next morning, Michael returned to the store with his mother. Alex greeted her warmly, treating her with the dignity he now understood every customer deserved.
Months later, the James Jordan Customer Service Excellence Fund had trained hundreds of employees across New York, transforming not just Tournau, but the entire luxury retail industry. Alex became a lead trainer, sharing his story and the lesson he’d learned from a day he thought would end his career.
And every time a new employee joined, he began with the same words: “Let me tell you about the day I told Michael Jordan he couldn’t afford a watch—and how that moment changed my life, and maybe, just maybe, the world.”
“I got used to sleeping in, taking shortcuts. And it affected me on the court” – Michael Jordan on the rare time he let complacency get the better of him
No player in NBA history possesses an aura as legendary as Michael Jordan. With six championships, six NBA Finals MVPs, and five league MVP awards to his name, it’s no wonder his presence feels almost mythical.
However, there are rare times when “Air Jordan” reminds everyone that despite his greatness, he is still human. In a talk with ESPN The Magazine in 1998, he spoke about how complacency set in at one point during the Chicago Bulls’ “Last Dance” in the 1997-1998 season.
It’s human nature
There were plenty of moments throughout MJ’s illustrious and decorated 15-year career when he seemed more like a myth than a man. From the “Flu Game” to “The Shot” to “The Shrug,” Jordan seemed to transcend the limitations of being human.
However, as he admitted in his interview, Mike is not immune to complacency. He recalled a time during the 1997-1998 season when he felt like he had lost his edge and was just going through the motions. With five titles and every individual accolade in the NBA already under his belt, it’s understandable how he took his foot off the gas pedal.
“It’s easy for complacency to set in. It’s human nature. It happened to me. I stopped working out for about 3 ½ weeks this season. I got used to sleeping in, taking shortcuts. And it affected me on the court. Human nature,” Jordan surprisingly revealed.
A known perfectionist who wouldn’t stop working out until he got everything right, Jordan’s candor about letting the rope go a little bit is quite shocking and something he didn’t realize he was doing until it reflected in his performances.
“You don’t even know you’ve done anything until you see signs in your game. I told Phil Jackson one morning, ‘I’ve been taking shortcuts, yet I’m expecting the same results. It can’t happen that way,'” Mike stated.
Went back to the basics
Like a man getting snapped back to reality, Jordan went back to the basics, doing what made the hoop icon he is. From ensuring he had ample rest to getting up early in the morning to go through a rigid regimen composed of strength and skills training, MJ began getting his edge back.
“I went back to working out, doing the things necessary. And I feel better physically, and I feel good about me as a person. I’m getting up at 8 every day instead of 9. I’m not getting soft,” the 14-time All-Star shared. “You can’t get soft in this league. The young guys will run you right out of the gym.”
With a competitive nature bordering on maniacal and a relentless work ethic that few players in league history could match, Jordan was a legend. Although he still had human tendencies, he quickly changed course when necessary to remain as sharp as ever.
