How to sell pre-owned watches online safely

Selling pre-owned watches online comes down to trust. Buyers can't hold the watch, so your listing has to answer every question, and your payment and delivery need to protect both of you. Here's how established dealers do it.

1. Photograph everything

• Front, back, both sides, clasp and caseback, in natural light
• Close-ups of any marks, so there are no surprises
• The serial and reference numbers (you may want to blur part of the serial)
• Box, papers and anything included
• A wrist shot, so buyers can judge the size

2. Write an honest condition report

Use a consistent grading (e.g. unworn, excellent, very good, good) and say exactly what it means. Note polishing, replaced parts, the last service date and how the watch is running. Honest descriptions mean fewer returns and better reviews.

3. Box, papers and service history

"Full set" (box and papers) matters to many buyers and affects the price. State clearly what's included, and show service receipts if you have them.

4. Authenticity

Only sell watches you're confident are genuine, and keep proof of where each came from. Offering an authenticity guarantee, and a returns window, makes buyers far more comfortable spending serious money.

5. Take payment safely

• Use a proper card checkout rather than bank transfer from strangers. Card payments through a provider like Stripe include fraud checks.
• Be wary of buyers who want to pay more than the price, change the delivery address after paying, or rush you.
• Ship only to the cardholder's address.

6. Insured, signed-for delivery

Use a tracked, signed-for service, and check the insurance limit covers the watch's value. Many standard services cap compensation well below the price of a good watch, and some couriers exclude watches or jewellery.

7. Offer a warranty and servicing

A 12-month warranty on pre-owned pieces, and servicing in-house or through a trusted watchmaker, sets a dealer apart from private sellers.