The holidays are just around the corner, which means it’s time to start thinking about gifts for our loved ones – and ourselves. For watch enthusiasts like us, the perfect gift is a given. The only question is which watch it should be this year. But one look at the watch box makes it clear: when a new watch is on its way, at least one has to go. Maybe you can make another watch lover happy by selling a watch this holiday season. Some of you may have had personal experience selling a luxury watch from one private seller to another; for others, this may be your first time selling a watch. Over the past 20 years, I have bought and sold countless used watches through all kinds of channels and have gained numerous insights into the process. I made a few rookie mistakes at the start, which I’ve since learned to avoid. Here are my three top tips for private watch sellers to ensure the deal goes smoothly.
1. The Right Watch
It’s always a dilemma: budget aside, there are just too many beautiful watches out there. Whether vintage, modern, used, or unworn, every day you discover new watches that make you want to click the order button right away – and every day the industry delivers fresh models. You have to wonder where the decades of watch output actually ends up. On pre-owned marketplaces? Anyone who has pressed the order button a few too many times will find themselves with 5, 10, 50, or more watches in their possession, all of which are impossible to wear. To make the right choice when selling, I usually make sure that the core models, the ones I have owned for years and wear regularly, are left untouched. Unless, of course, the spark is no longer there and the positive feeling I had when I bought the watch is gone. However, I’ve also parted with watches that I later regretted selling and then bought back for more money. These mistakes should be avoided. That’s why I only sell watches that I’ve bought spontaneously and that I’m sure I won’t want to wear again in the future.
2. The Right Platform
Once the watch to be sold has been selected, the next step is to choose the appropriate sales channel. One option is to visit one of the many national and international watch forums where enthusiasts buy, sell, and trade watches with each other. The advantage here is that there are usually no fees and you’re “among friends.” Trust in the seller is therefore high. The disadvantage for buyers and sellers, however, is that there is no protection offered by the platform operators. If something goes wrong during shipping or if a buyer complains about the condition of the watch, there’s no form of mediation between the parties available. If you choose a well-known auction platform, you can list your watch for free on a national level – including an authenticity check and escrow service – and sell it without any fees. Not bad, all things considered, but the target market is limited to your home country. If you sell your watch abroad, a commission fee of over 10% is charged. Additional services, such as advertising, also incur additional, not insignificant fees. This option therefore only makes sense if you want to sell a popular watch in your home country. If you sell as a private seller on Chrono24, you have two options: You can list it yourself or sell it on consignment – in both cases worldwide. If you sell it yourself, the listing is free and visible internationally. The Chrono24 Escrow Service is also available and your watch can be certified on request. The commission fee is 6.5%. If you’d like to sell on consignment, Chrono24 will take care of everything else. The commission fee is then between 13 % and 19 %, depending on the watch. In my experience, the choice of platform depends heavily on which watch you want to sell to which target audience. Of course, you’ll achieve the greatest reach if you use several channels at the same time. However, only those with an authenticity check, certification, and escrow service can guarantee security.
3. The Right Level of Transparency
My third and final tip is the most important when it comes to avoiding disagreements with the buyer. Don’t be tempted to describe your watch better than it is. For the buyer of a luxury watch, there’s nothing more frustrating than waiting for days and then receiving a watch that disappoints because of misleading photos or an inaccurate description. While the seller may not have acted with malicious intent, ignorance is no excuse. Depending on the sales platform, misleading the buyer may result in a cumbersome return with the seller liable for shipping, or a souring of your relationship with the business partner. In the worst-case scenario, such problems end in complaints and litigation. To avoid unpleasant experiences, you should provide as many high-resolution photos of their watch as possible. Make sure that the watch is well lit from all sides and that all important details are visible and high contrast, even under magnification. Thanks to modern phones and AI, no special photography skills are required. A little patience is usually enough. If you want to be really precise, set the time to ten past ten (10:10). This hand position is also known as a “smile,” and has a particularly harmonious effect. Also, set the date to an even number like 8 or 10. Many listings state that “photos speak louder than words” and leave little to the description. I say: photos convey emotions, words tell stories. So don’t skimp on your description. Regardless of whether your watch has been to the Moon or just been lying in a drawer, briefly tell the story of the timepiece you are selling. Be as precise as possible when describing the condition and do not leave out any details. Here are some examples of questions that should be answered honestly:
- Are there any scratches? And if so, where and how deep?
- How many previous owners has the watch had?
- Has the watch been polished?
- When was the watch last serviced?
- Have parts been replaced? And if so, which ones?
- Are the indices still luminous?
- What about the accuracy?
- Which (original) accessories are included in the scope of delivery?
Summary
If you want to sell one or more of your watches, choose the model(s) carefully so that you don’t end up regretting the sale later. Choose the right platform and carefully consider your target market and target group. Listing free of charge and selling with low fees and worldwide reach makes sense for the vast majority of watches. Be honest in your description, tell the story of your watch, and provide ample high-resolution photos. It should go without saying that the watch must be securely packaged and shipped immediately after payment.
