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This is somewhat comparable to the used car market, where leading brands buy, service, and resell their own used cars. In recent years, brands such as Audemars Piguet have been purchasing used watches, servicing them, and reselling them as certified pre-owned with a manufacturer’s warranty. There is also a relatively unregulated used watch gray market. Sun ray on luxury watches displayed in shop exposition This offers several advantages for example, particular models are less popular in certain locations and some countries have lower VAT, meaning it’s profitable to purchase a watch abroad and import it. These so-called gray market dealers frequently source watches from abroad. These dealers, in turn, are able to sell the unworn watches at large discounts via their own sales channels, e.g., their own shops or online platforms like Chrono24. Occasionally, they sell their extra inventory to other dealers, who don’t have a licensing agreement with the original watch manufacturer. These dealers are often required to accept large orders of watches including less popular models in a single shipment, meaning they often have to sit on excess inventory.
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In theory, these are the only parties permitted to sell the watches in their stores and online shops. In the watch industry, manufacturers traditionally deliver their timepieces to licensed dealers and jewelers, so-called official retailers. Most brands in the luxury goods sector seek to maintain as much control as possible over the distribution of their products. Luxury watches traded on the gray market circumvent more traditional sales channels. The Gray Market: Not a Black-and-White Issue In this article, we’ll take a closer look at the gray market for luxury watches and how it works.
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However, other rare timepieces are sold for more than three times the official retail price.
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Even the popular Omega Speedmaster Professional Moonwatch is available for around 13% less than the manufacturer’s list price. Many luxury watches on the gray market are listed at prices 20 to 30% below the retail price.