Where To Buy Watches Online Securely and Reliably

Online shopping has come a long way. Still, buying watches on the internet often feels precarious. Here are some of the best places to acquire your next timepiece.

I can’t remember a time before online shopping. I do, however, remember a time when it was less prevalent. And I certainly remember a time when using the internet for watch acquisitions was wholly unwise. Times have certainly changed, but I can understand why so many people still hesitate to buy watches. Far too many scammers are out there, and you never know what can happen in the shipping process. But if you know where to buy watches online, there isn’t much to worry about. 

That’s where I come in to help. I’ve compiled a list of reputable websites where you can buy watches. From budget to luxury-accessible to high-end luxury, I have you covered. Here are the best watch websites. 

Where To Buy Watches Online

I’ve found these to be the most reliable and secure. Everyone has different priorities, which I understand. Maybe you want your watch to arrive quickly, or perhaps you’ll spend extra time and money on authentication. Perhaps you want a wide variety to choose from, or maybe you just want vintage pieces. 

Here’s a list of the 12 best websites to buy watches in no specific order. I made sure to represent all your priorities and needs. 

Craft + Tailored

I’m starting with Craft + Tailored because they’re one of the best online resources for vintage watches. Founder and CEO Cameron Barr possesses deep, nuanced knowledge and an unrivaled and relatable passion for watches. The best part is that despite this expertise and the website boasting Rolexes and Pateks in their line-up, the C+T community is deeply unsnobbish. Read the journal section on the website. It’s pretty compelling.

I also love how easy the website is to navigate. Each thumbnail of available pieces is large and clear and features helpful labels like “rare” and “full set.” Anytime someone is looking to acquire a vintage Rolex, I immediately direct them to Craft + Tailored.

The RealReal

The RealReal is a marketplace for selling and buying luxury goods, including watches. They also have brick-and-mortar locations where you can shop or pick up your online order. So, if you’re insecure about getting your watch shipped to you and live near a location, you’re in luck.

The San Francisco-headquartered RealReal has a team of horologists and gemologists. They authenticate each timepiece before putting it on the website. The RealReal even has a dedicated gem lab, so you know the gem sets on your watch are the real deal.

eBay 

The OG online auction house, eBay, has definitely come a long way since its humble beginnings. These days, it offers an eBay Authenticity Guarantee, where eligible items are verified before being shipped to buyers.

Through this program, third-party authenticators physically scrutinize the item in question. These authenticators are long-time industry veterans who go through every detail of the piece with a fine-tooth comb (so to speak). The piece is then sent out in premium packaging.

I used to tell buyers to be wary about buying brand-name watches on eBay. However, this authentication program has made the process a hundred times more secure and reliable.

1stDibs

Many of the luxury brands I’ve worked for in the past often refused to sell beyond their own online platforms without a proper store buyer liaising. However, many made exceptions for 1stDibs. This is because it’s a go-to resource for interior designers looking to source unique luxury items. As a high-end brand, you never want to miss out on that market.

If you’re looking for a rare or artistic watch, 1stDibs is a good resource. Here, you can buy directly from the seller, bid in the auction, or even negotiate prices if you have the chops. 1stDibs certainly gets points in my book for the varied ways you can buy.

Wind Vintage

Looking for a rare double-signed Rolex? What about a silver tapestry Day-Date? Perhaps you want an irreverent Domino’s Air-King. Wind Vintage is an excellent platform to buy unique vintage pieces, thanks to Eric Wind’s expert eye. Previously the Vice President and Senior Watch Specialist at Christie’s, Wind knows how to curate a collection. Even more, the offerings on the site come at all price points. 

Bezel

Regarding online watch platforms, Bezel has one of the best customer service teams. Using their private concierge, you can source hard-to-find watches or get recommendations based on your priorities — no matter how vague they may be. In fact, you can call and even text your private client advisor. This goes to show that it’s a real person, a real expert, not a robot or a call center. Bezel is excellent for modern pieces. They sell timepieces from over 90 brands, including Patek, Cartier, Audemars Piguet, Rolex, etc.

Amazon

Sure, you’ll find occasional Rolexes and Omega on Amazon. However, I mainly recommend them for their affordable timepieces and even some upper mid-priced pieces like automatic Tissots, Hamiltons, and Alpinas. You can count on fast, often free shipping and loads of security. Returns and reporting missing packages are easy with Amazon, and they’ll usually refund without stress.

Jomashop

Jomashop is a premier grey market retailer, meaning it sells offloaded stock from other authorized sellers. It has one of the most comprehensive selections of Swiss hard-hitter watches. Everyone is there, from Patek Philippe, Vacheron, and Rolex to creators of iconic models like Cartier and JLC. 

Did you miss out on that limited edition drop? It wouldn’t hurt to check Joma every so often. They carry pre-owned and new watches and reduce risk by offering authentication guarantees and warranties of up to five years. 

Crown and Caliber

Whether buying, selling, or trading, Crown & Caliber is a great resource for new and experienced watch collectors alike.

They have helpful guides on their website, like how-to videos and their blog, Unwound, which covers everything from histories to decoding watch model numbers. So it’s not just a watch shop online. Even if you aren’t in the market for a new piece, it’s an excellent place for the horologically curious.

Bob’s Watches

Bob’s Watches is known for its pre-owned Rolex exchange. You can buy, sell, or trade timepieces from the crown, all at the current, fair market value. In fact, Bob’s Watches publishes each model’s current market value, so you know exactly what you’re getting. Naturally, it’s become a command center of sorts for investment collectors.

Chrono24

Chrono24 has a secure and unique way to protect its buyers. It’s difficult to implement a certification and warranty program when your sellers are literally from all over the world. At any given time, you can find over half a million models and sellers from 120 countries.

Instead, Chrono24’s payment process puts your money into an escrow when you pay using their system. Once you confirm that you’ve physically received the watch and that you like what you have, the money fully transfers to the seller.

WatchMaxx

WatchMaxx, like Jomashop, is a grey market dealer, and it’s very straightforward about this. It doesn’t hide the fact that it isn’t an authorized dealer of the brands it sells, though it does get all of its inventory from authorized dealers.

They sell brands like Tissot and Hamilton, up to Patek Philippe. If you’re into fashion house watches, they often offer many pieces from Gucci and Burberry, too. WatchMaxx also provides 100% guarantees on authenticity, a warranty for up to two years, and all of the original packaging and accompanying swag.

Best Used Watch Websites

So, which are the best used watch websites? Out of the ones I’ve listed, I’d say the best places to find used watches are the ones with experts who focus on vintage pieces over the ones with random individual sellers. Not that the latter is a bad way to go. It’s just that having actual vintage and used watch experts at the helm reduces risk significantly. So, I’d consider:

• Craft + Tailored
• Wind Vintage
• Bezel
• Bob’s Watches

Consult those platforms first. If you can’t find what you want, head over to eBay and Jomashop. Again, the above round-up features the best online shopping for watches and the best watch websites in general.

FAQs

Here are some common questions regarding buying watches online!

Is It Safe To Buy A Luxury Watch Online?

Yes, as long as you know there’s secure payment, a form of insurance, a good return policy, and an authentication guarantee.

Which Is the Best Site To Sell a Watch?

You can sell it yourself on eBay or similar platforms or work with experts and have it consigned to a place like The RealReal. You may get a bigger cut with the former but a higher likelihood of selling and protection with the latter.

What Is a Good Brand Watch To Buy Online?

You can buy any brand online. There’s not one brand that’s inherently best to buy online. However, searching for rare and vintage pieces on the internet might be easier than physically going to every antique shop in every city.

Conclusion: Easier Than Ever

When it comes to where to buy watches online, it’s all a matter of priorities. If you want the best vintage pieces, Craft + Tailored and Wind Vintage might be the best starting points. If you need some handholding, check out the concierge at Bezel. As always, if you’re going for a luxury timepiece, always make sure you have an authentication guarantee and buyer protection.

Where’s your go-to online watch retailer? Let us know in the comments below.