« Why it pays to check stock levels when buying watches online »
Buying watches directly online is increasingly establishing itself as an alternative to purchasing in a brick-and-mortar store. But how long does it actually take before the customer holds the watch of their dreams in their hands? To avoid waiting what feels like an eternity for your order, it pays to look at a few details in the online shop. We explain to our readers what matters, so that the pleasure of ordering quickly doesn't turn into frustration over a long wait for delivery.
Does the retailer have the models you want in stock?
Anyone who has ever searched the internet for a specific watch model probably knows the problem from personal experience: the search engine returns plenty of results, especially when it comes to internationally renowned Swiss luxury watch brands such as Chopard, Breitling, Omega, Rolex or TAG Heuer.
There is no shortage of search results for top German brands such as Junghans or the watch manufactures based in Glashütte, either. But once you open the pages of the individual online shops, it often turns out that a large share of the models still displayed in the shop sold out long ago.
Sometimes there is a note that the model in question can be reordered, but in other cases visitors to the website are left completely in the dark as to whether certain watches are in stock or would first have to be sourced from the manufacturer once an order comes in.
Supply shortages are not a fundamental flaw – but most of the products offered should be in stock
Given how widely the information varies, the question arises of how potential buyers can recognize a good, trustworthy retailer from whom they can order watches directly online without having frustrating experiences due to long delivery times. First of all, let's be clear: of course, not every online shop has to have every product available at all times. This is all the more true for particularly high-end luxury watches, which are often produced only in relatively small numbers. Then there is the comparatively high price. If it lies in the mid or upper five-figure euro range, a retailer will not keep many of these watches in stock for that reason alone, preferring instead to have them delivered directly from the manufacturer on a case-by-case basis.
Even if the retailer does not have to pre-finance the items, or only partially, and sells them on commission for the manufacturer, security concerns alone will lead them to avoid keeping larger quantities of especially expensive luxury watches in stock. So in principle, it by no means reflects poorly on the quality and reputability of a retailer selling watches directly through an online shop if individual models are currently unavailable or only in stock in small quantities. However, at least the majority of the watches offered should be in stock or obtainable at short notice – especially in the lower and middle price ranges of the luxury segment, this speaks for a shop's reliability.
Buying watches directly online: transparency is essential
A high degree of transparency is especially important here. An online watch retailer that only informs customers after receiving the order that the desired watch isn't currently available at all is unlikely to succeed in the long run. Renowned luxury watch brands such as Rolex, Omega, Chopard and Breitling in particular have a comparatively dense international dealer network, so dissatisfied customers can quickly move on to another seller. And a luxury watch from TAG Heuer or Junghans can quite often be found in the upper end of the assortment at smaller jewelers or watch and jewelry chains, which have a presence in almost every larger shopping mall.
From the customer's point of view, then, there is less need to buy these watches directly online than with a brand offered by only a few brick-and-mortar retailers. To spare customers disappointing experiences, a good online shop should state for every single product whether the item is in stock or not. If the watch is currently unavailable, there should be a realistic estimate of the expected delivery time.
For watches made from particularly expensive materials such as platinum or gold, or equipped with especially elaborate complications, it is perfectly acceptable for the retailer to note that the delivery time can only be provided on request.
Where is the retailer based?
A seemingly trivial aspect that is nonetheless often underestimated in this context is where the retailer is based. If it is located abroad, that need not be a disadvantage, but there are considerable differences in how orders are handled in practice. For a customer living in Germany, an online shop based in another European Union country may offer virtually the same conditions as a German retailer. However, many online watch shops that deliver to Germany are based outside Europe – in Asia, for example. If you order luxury watches directly from there in particular, you not only have to expect customs duties on import, which make the supposedly good deal considerably more expensive. Shipping costs are often significantly higher and delivery times longer than with a seller based in Germany, too.
Handling any complaints often incurs high shipping costs once again, and language barriers when contacting customer service are not uncommon. Especially when buying a luxury watch, it is therefore worth checking the retailer's legal notice and delivery terms, as well as the information on availability and delivery times for the individual watches.
