As the founder of Oliver & Clarke, a luxury watch resale business, Linden Lazarus is well versed in the sale and purchase of high-end timepieces. But until recently, he said, he often wondered about watch repairs.

“If someone would say, ‘Do you have a watchmaker that I can go to,’ many times I would have to refer them to a dingy storefront in downtown Los Angeles, where in the back there’s a guy that can fix their watch,” he said by phone from his home in that city’s more salubrious Laurel Canyon neighborhood.

Mr. Lazarus and a new business partner, Will Haering, now have a solution: WatchCheck, a website that debuted Tuesday. They say it will provide easy-to-arrange repairs and maintenance for more than 202 brands and 38,721 models.

“I thought, ‘There must be a way that this could be optimized, so the consumer could have not just an OK experience, but a white-glove experience,’” Mr. Lazarus said.

The website’s streamlined design seems to fit the kind of high-end watch brands that its founders hope to attract. Videos that describe the process, for example, have voice-overs in British accents and show watchmakers in lab coats, deep in concentration.