Where to buy watches online

What is a grey-market watch?

The grey (gray) market is a network of unofficial sales channels that sell genuine, new watches outside a brand's authorized distribution system. It is legal, but operates without the brand's endorsement.(fratellowatches.com)

Why grey-market watches cost less

• Authorized dealers with surplus stock may sell it on to grey-market dealers, who can resell it below list price.(fratellowatches.com)
• Parallel imports: buyers purchase watches in countries where prices are lower because of currency fluctuations or lower retail taxes, then sell them in higher-priced markets.(fratellowatches.com)
• Outside of high-demand models (such as many Rolex references, which often trade at or above retail), grey-market discounts generally reflect an imbalance of supply and demand.(fratellowatches.com)

The warranty catch

Manufacturers generally honor their warranty only for watches bought through authorized dealers. Grey-market sellers typically substitute their own warranty, which usually covers repairs but can be less comprehensive than the manufacturer's. Grey-market watches can still be serviced or repaired at official service centers.(fratellowatches.com)

• Rolex: Rolex states that its five-year international guarantee applies to new watches sold by an Official Rolex Retailer (called an Official Rolex Jeweler on its US site), with the guarantee card completed and dated at the time of purchase.(rolex.com)
• Tudor: Tudor's five-year guarantee applies to watches sold by an Official TUDOR Retailer that completes the guarantee card at purchase.(tudorwatch.com)
• Omega: New Omega watches carry a 5-year international warranty, valid only if the warranty certificate is dated, fully completed and stamped by an authorized OMEGA retailer.(omegawatches.com)
• Audemars Piguet: Audemars Piguet's international warranty covers new watches purchased from AP Boutiques or AP Authorized Dealers, for two years from initial purchase (extendable to five years if registered within one year).(audemarspiguet.com)
• TAG Heuer: TAG Heuer states its international warranty is valid only when the watch is purchased from an authorized TAG Heuer retailer, with the warranty card correctly completed at purchase; it cannot honor warranties for watches sold without a valid card.(faq.tagheuer.com)
• Cartier: Cartier states its 24-month limited warranty against manufacturing defects must be activated at the time of purchase by a Cartier boutique or Cartier authorized retailer.(cartier.com)
• Longines: The Longines warranty takes effect only if the warranty certificate has been dated and fully completed by an official Longines dealer.(longines.com)
• Grand Seiko: Grand Seiko's five-year warranty (since 2021) applies to timepieces purchased at any authorized retail partner worldwide.(grand-seiko.com)
• Seiko: Seiko advises against buying from websites that are not Seiko authorized dealers, stating some unauthorized sites do not provide the original Seiko international warranty and that counterfeit, second-hand or tampered watches are not eligible for Seiko warranty care.(seikowatches.com)
• Panerai: Panerai's 24-month sales warranty against manufacturing defects applies provided the warranty card is signed by an authorized dealer.(panerai.com)
• IWC: IWC's International Limited Warranty requires a returned watch to be accompanied by the warranty card duly completed, dated, stamped and signed by an authorized IWC boutique or IWC retailer (stated in its US/Canada conditions).(iwc.com)

Grey market, pre-owned and fake

Grey-market watches are typically new and unworn, sold outside the authorized network; a watch that has been owned and worn is pre-owned (used), a separate category.(fratellowatches.com) Grey-market goods are not counterfeits: they are genuine products made by the brand but sold through channels the brand did not approve. Counterfeits are unauthorized products manufactured to imitate a genuine brand.(redpoints.com)