Grey Market vs Authorised Dealer: Where Should You Buy a Watch?

When you shop for a new watch, you will see two kinds of seller. Authorised dealers are appointed by the brand, and grey market dealers sell genuine new watches that did not come through the brand's official network.

Authorised dealers give you the full manufacturer warranty, a clear path for service and the assurance that the watch has come directly from the brand. The downside is that popular models may have waiting lists and prices are rarely discounted.

Grey market sellers often have stock of models that are hard to get, and prices may be lower or higher depending on demand. The watch is genuine, but the warranty may be limited, may not be honoured by the brand or may start from a different date, so ask exactly what is covered and who stands behind it.

Check the paperwork. A new watch should come with its box, the warranty card or certificate with a matching serial number and the manual. Ask whether the warranty card is stamped and dated, and whether the seller offers its own warranty and a return policy.

For a pre-owned watch, the same rules apply with extra care. Reputable dealers verify authenticity, and many offer their own guarantee. See our pre-owned guide for what to inspect.

If a brand's warranty matters to you, and especially for a first luxury purchase, an authorised dealer is the safer choice. If you are experienced, comfortable with the risks and the saving is meaningful, a well-established grey dealer can make sense.