What warranty does Ashford give?

Two-year Ashford warranty on any watch not covered by the manufacturer; only brands on its 'Brands Covered by the Manufacturer' list carry manufacturer coverage (manufacturer warranty card may be under United Time Group). Ashford's warranty covers the movement plus battery replacement for one year; it excludes case, bracelet/strap, crown, stem, crystal and finish, water damage beyond rated limits, and is voided by signs of shock or by service from anyone other than Ashford.

What is Ashford's return policy?

30 days. New items returnable within 30 days of delivery; Certified Pre-Owned items within 14 days. Item must be unworn, unsized, undamaged, with original tags, plastics, box, manual and warranty card, and an RA# is required before returning. Customer pays return shipping for non-defective returns; original shipping fees are non-refundable. International orders are final sale. Beauty products and fragrances are final sale.

Grey-market dealer

Is Ashford legit?

Yes. Ashford is a real business, selling since 1997 from Brooklyn, New York, USA. Ashford sells new watches it buys outside the brands' authorized dealer networks, which is legal and is why its prices are lower. The trade-off is the warranty: the brand's own warranty may not apply, so Ashford covers the watch with its own.

Sells new watches at discount prices without claiming authorized-dealer status; says inventory is bought via authorized dealers or industry wholesalers/distributors. Also lists some Certified Pre-Owned items.

Ashford at a glance

Website: ashford.com
Sells: New discounted watches (navigation highlights brands such as Bulova, Citizen, Hamilton, Tissot, Movado, Invicta, Rado and Blancpain), some Certified Pre-Owned items, plus sunglasses, prescription eyeglasses, jewelry, fragrance and other accessories.
Founded: 1997
Headquarters: Brooklyn, New York, USA
Ownership: Ashford.com is a DBA of United Time Group, LLC, per its warranty page. Luxi Group, a private New York holding company led by Eli Katz, bought the Ashford.com website, copyrights and trademarks from Odimo Inc. in 2007; the current relationship between Luxi Group and United Time Group was not confirmed.
Authorized dealer: Not an authorized dealer for the brands it sellsAshford does not describe itself as an authorized dealer. Its about page says it 'purchases its inventory via authorized dealers or respected industry wholesalers/distributors'; its warranty page lists a set of brands whose watches are covered by the manufacturer warranty (e.g. Blancpain, Bulova, Citizen, Hamilton, Rado, Tissot), with all other watches covered by Ashford's own warranty.
Warranty: Two-year Ashford warranty on any watch not covered by the manufacturer; only brands on its 'Brands Covered by the Manufacturer' list carry manufacturer coverage (manufacturer warranty card may be under United Time Group). Ashford's warranty covers the movement plus battery replacement for one year; it excludes case, bracelet/strap, crown, stem, crystal and finish, water damage beyond rated limits, and is voided by signs of shock or by service from anyone other than Ashford.(ashford.com)
Returns: 30 days. New items returnable within 30 days of delivery; Certified Pre-Owned items within 14 days. Item must be unworn, unsized, undamaged, with original tags, plastics, box, manual and warranty card, and an RA# is required before returning. Customer pays return shipping for non-defective returns; original shipping fees are non-refundable. International orders are final sale. Beauty products and fragrances are final sale.Restocking fee: 20% for returns received after 30 days of delivery or without an RA number; $25 per prescription eyewear set.(ashford.com)
Payment
Trustpilot: 4.6/5 from 7,179 reviews (2026-10)(trustpilot.com)
BBB: A+, accredited (2026-10)(bbb.org)

How Ashford authenticates watches

States all items are 100% genuine, brand new and unworn (unless described as Certified Pre-Owned), shipped with original packaging and warranty cards where provided, and that most products are sourced directly from manufacturers or authorized licensees or distributors.(ashford.com)

Will the brand honor the warranty?

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) Here is what the brands themselves say:

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)

What to know before you buy

For brands not on Ashford's manufacturer-covered list, watches carry Ashford's own two-year warranty rather than the manufacturer's, and that warranty is valid only for service performed by Ashford.(ashford.com)
Orders shipped outside the United States are final sale and cannot be returned.(ashford.com)

More about Ashford

Ashford says it has been selling luxury timepieces online since 1997 and added name-brand eyewear in 2019.(ashford.com)
Luxi Group acquired the Ashford.com website and related trademarks from Odimo Inc. in April 2007 for $400,000, according to an Odimo filing reported by JCK.(jckonline.com)
Earlier owners included GSI Commerce (2001) and Odimo (2003).(en.wikipedia.org)
BBB lists Ashford.com as accredited since December 2008, with a business start date of March 2007 and locations in Brooklyn and New York, NY, and Fairfield, NJ.(bbb.org)
The site is operating in 2026; its Terms of Sale Policy is dated effective May 14, 2026.(ashford.com)

Check the price first

Whoever you buy from, compare the asking price with the list price and the going rate. Our brand price lists give current list prices, and the market tracker shows what the same references are listed for on eBay today. A price far below both is the clearest sign of a fake or a scam. Before buying, check the size on your wrist with the fit finder.

Questions

Is Ashford legit?: Yes, Ashford is a real grey-market dealer that has been in business since 1997, based in Brooklyn, New York, USA. Ashford sells new watches it buys outside the brands' authorized dealer networks, which is legal and is why its prices are lower. The trade-off is the warranty: the brand's own warranty may not apply, so Ashford covers the watch with its own.
What warranty does Ashford give?: Two-year Ashford warranty on any watch not covered by the manufacturer; only brands on its 'Brands Covered by the Manufacturer' list carry manufacturer coverage (manufacturer warranty card may be under United Time Group). Ashford's warranty covers the movement plus battery replacement for one year; it excludes case, bracelet/strap, crown, stem, crystal and finish, water damage beyond rated limits, and is voided by signs of shock or by service from anyone other than Ashford.
What is Ashford's return policy?: 30 days. New items returnable within 30 days of delivery; Certified Pre-Owned items within 14 days. Item must be unworn, unsized, undamaged, with original tags, plastics, box, manual and warranty card, and an RA# is required before returning. Customer pays return shipping for non-defective returns; original shipping fees are non-refundable. International orders are final sale. Beauty products and fragrances are final sale.
Does Ashford sell real watches?: States all items are 100% genuine, brand new and unworn (unless described as Certified Pre-Owned), shipped with original packaging and warranty cards where provided, and that most products are sourced directly from manufacturers or authorized licensees or distributors.