Ten Common Misconceptions When Buying a Watch

    In any transaction, a prudent buyer evaluates whether an item offers value for money, and purchasing a watch is no exception. The most fundamental principle is value, alongside several techniques and factors worth exploring. Experienced buyers, collectors and dealers each have their own insights, yet a universally acknowledged priority is the reputation of the seller—dealing with a reputable vendor is essential. Beyond the core principles mentioned, we have consulted industry experts to compile key pitfalls to avoid when purchasing a watch. Naturally, we cannot list every potential issue in a transaction, but we hope this article proves beneficial and minimises the likelihood of buyer's remorse.

    1 Do not rely too heavily on photographs

 

    A picture may paint a thousand words, but photographs can be deceptive. A fine watch may not photograph well, whereas an average timepiece can look magnificent in pictures. If a watch appears to be a bargain in photographs, it is often a gamble. If you have only seen pictures without examining the physical piece, it is best to deal with a reputable seller and secure a return guarantee. As noted, photograph quality can obscure the true condition of a product.
    Familiarity with horological knowledge is key when buying from photographs. If you have a solid understanding of the watch pictured—such as having seen the physical piece or other products from the same manufacturer—you will have a reasonable grasp of what to expect. Therefore, doing your homework prior to purchase is essential.

 

    2 Do not focus solely on accuracy
 

    3 Looking attractive is simply not enough

    Certain watches may appear exceptionally striking, yet they might prove uncomfortable or unappealing on the wrist.

    Only after wearing a timepiece for a period can you truly determine what suits you. Knowing your purpose for buying a watch helps you rule out models that do not fit. First impressions matter greatly. If a watch feels uncomfortable on my wrist or fails to look appealing, I will never purchase it. That is the golden rule.

 

    4 Do not blindly follow the crowd

 

    Purchasing a watch simply because it is currently popular does not equate to value. Trends are always shifting, with new crazes constantly emerging. People follow trends in the hope of social validation. Understand your true self and acquire pieces you genuinely enjoy.
    Dealers advise against blindly following trends. Many collectors purchase what is currently fashionable, and I did the same when I started out as a dealer. I still stock trending items today because people frequently wish to trade them. My advice is to follow your heart when making a purchase. If you are buying for investment, ensure that even if the trendy piece fails to appreciate, you will still take pleasure in having it in your collection. The bandwagon effect is permanent; at any given moment, individuals purchase watches they may not strictly need, though this phenomenon sustains the industry as a whole. Unless you buy a trending piece right as it peaks and sell it immediately, it rarely retains its value. Novices are unsuited to watch investment. You must conduct thorough research first and understand your actions. Many purchases are driven by emotion rather than careful consideration.

 

    5 Do not be misled by major brands

 

    A watch will not necessarily retain or increase in value simply because it is the creation of a major house. Some argue: I prefer pieces from prominent marques; unless the manufacturer runs into difficulties that compromise quality, they generally sell more easily and represent a safer investment, akin to blue-chip stocks—higher initial outlay, yet lower risk. Others hold a contrasting view. If you buy a watch to wear, brand prestige matters less. In fact, a lack of recognition can sometimes work to your advantage. However, as a collector, you are compelled to pursue prestigious names, as collector value largely hinges on brand renown.

    Emphasising the significance of famous names can be contradictory: while certain manufactures enjoy enduring prestige and consistently deliver exceptional quality, others rest on their laurels after achieving fame, resulting in a decline in standards.

 

    6 Do not overestimate investment potential

 

    If you are purchasing a watch purely as an investment, maintain realistic expectations regarding returns. Certain models appreciate rapidly, but the majority show little fluctuation. If investment is your sole motivation, sticking to established prestige brands is strongly advised.
    Investing in watches does not mean securing your retirement, and you may invest 50 years of time and effort into the pursuit. However, if a watch provides you with 50 years of enjoyment, is it worth your investment? If you purchase a watch for 50000 and eventually recoup 50000, that is a very satisfactory outcome. Conversely, some scoff at this investment mindset. Do not view collecting as an investment, as you will likely be disappointed—put your money into equities instead. You can only truly savour the hobby when you buy watches purely for the joy of collecting.

 

    7 Avoid speculative bidding

 

    'I am always drawn to the highlights in an auction,' some might say, 'I usually tell myself I won't go up to that price, yet when I see something I truly want, I still end up fighting for it. For those average pieces, I set a limit and never exceed it.'

    The best advice is to set your own price beforehand. If you know the market value of a watch is 50000, and it is bid up to 55000, then do not buy it. As the old saying goes, do your homework. You can call an expert for advice or research the history of the watch to determine what it is actually worth.

 

    8) Never be pressured into a sale

 

    9) Do not forget to listen to the opinions of others

 

    The principle of listening to others' opinions before making a decision is a good one. Sometimes we provide advice to users, but whether they buy or not is entirely up to them; after all, it is their collection. Seeking the opinions of others is highly advisable. Consult others before purchasing, and if circumstances allow, seek the seller's permission to have the watch appraised by someone knowledgeable. However, ensure that the person you ask for an opinion is trustworthy.

 

    10) Do not overlook return guarantees

 

    Before you buy a watch, you should try to request a reasonable return guarantee from the seller. A return guarantee is a beneficial solution for situations where the watch received has issues or if there was a shipping error. If the reason is valid, the seller should be happy to provide a refund.