The Playbook For The Modern Man

Online Watch Shops To Score Your Perfect Luxury Timepiece

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They say knowledge is your best weapon and with that comes the need to know the best watch retailers dominating the online marketplace. From Swiss luxury to the affordable to the pre-loved, this is your guide to finding the perfect timepiece online with complete peace of mind.


Located in Karlsruhe, Germany, Chrono24 is one of the world’s most well known online watch retailers that joined the marketplace in 2003. Their services draw from the inventory of more than 10,000 professional dealers and private sellers from over 90 countries with more than 300,000 watches on offer at any given time. Brands include Rolex, Omega, IWC, Breitling, Patek Philippe, Audemars Piguet, Panerai, TAG Heuer, Tudor, Cartier and Montblanc just to name a few.

Authenticity is guaranteed with Chrono24’s buyer protection program which includes over 2,000 screened dealers that are assessed in-house before they’re allowed to sell on their site. There’s also safeguards like personalised support for post-sale issues. For further peace of mind, Chrono24 does not allow the sale of replicas or fakes and all dealers are required to investigate the watch’s authenticity and list all known modifications in as much detail as possible in the item description before selling. 


All orders via Chrono24 are fully insured and come with a tracking ID. The site is fully optimised for the international market of both buyers and sellers with content presented in 22 languages.


Mr Porter

Another major player in the men’s luxury fashion space is the award-winning MR PORTER hailing from the U.K. Besides high-end men’s fashion, they also stock an impressive range of the latest watches from brands like Breitling, Bremont, IWC, Jaeger-LeCoultre, Panerai, Piaget and TAG Heuer just to name a few. Their watch service provides express shipping to 170 countries with same day service in London and New York.

This is further bolstered with their timepiece authenticity guarantee which comes with being an authorised retail partner to every brand they stock. Their interesting watch content paired with their selection allows MR PORTER to regularly offer exclusive timepieces and limited edition models that are only available through them. Shipping meanwhile is insured and tracked until it reaches your doorstep and buyers can nominate to sign for the package upon arrival. 

MR PORTER also has a 24/7 service should there be any post-sale queries. Their Aftercare service also includes a five-year warranty on all working parts and manufacturing faults.  



You know the blog, now know the store. It was only a matter of time before the world’s most respected online watch publication opened up its own store. Like MR PORTER, Hodinkee is an authorised watch retailer for the brands they stock. This includes a good mix of Swiss, German and Japanese names like Grand Seiko, NOMOS, TAG Heuer and Vacheron Constantin just to name a few. The publication was founded in New York in 2008 and have acquired a penchant for stocking products that are designed with detail, crafted with care and built to last. As with most high value items sold online, Hodinkee offers insurance on every watch shipped to an address anywhere in the world. They also offer free returns and exchanges within 7-days of the purchase. 



Another reputable online watch retailer hailing from New York is Jomashop. These guys have been around since 1987 and specialise in the wholesale trade of fine luxury goods including watches at the most competitive prices. Their range includes both new and pre-owned timepieces from some of the industry’s most reputable watchmakers such as Baume & Mercier, Panerai, Cartier, Rolex, TAG Heuer, Tissot and more. Their authenticity program ensures that all new and unworn items are guaranteed authentic through their purchases via authorised dealers and distributors. As such, all new models come with original manufacturer’s serial numbers along with a 1 to 5 year warranty program. All shipped items also come with full insurance. 


 Authentic Watches

Authentic Watches have been around since 1979 and that’s clearly reflected in its bare-bones website design. Jokes aside, we’re not to saying they’re not up for the job. The family owned business began life as an authorised dealer of watches and jewellery before they moved online and set up office in southern California.


From there they’ve been offering some of the world’s most sought after Swiss timepieces at extremely competitive prices along with the same level of service they’ve been providing since the 70s. True to their name, all watches sold here are brand new and 100 percent authentic. Expect names like TAG Heuer, Breitling, OMEGA, Rolex, MontBlanc, Panerai and more. All watches in transit are fully insured for selected countries so check with customer service before you pull the trigger.


Jura Watches

Joining the UK contingency of luxury watch retailers is Jura Watches. These guys have a point of difference though in that they have 7 existing bricks and mortar boutiques to accompany their e-commerce site – all of which are authorised dealers to the brands they stock. The family run operation holds partnerships with brands like Breitling, Grand Seiko, TAG Heuer, Longines, Oris and Bremont. They also look after the more affordable end of the market with names like Junghans, G-Shock, Victorinox and Daniel Wellington.

They also offer cool deals like a free watch winder with orders over £1,000 or a service which buyers give their wrist dimensions to have the watch pre-adjusted before it arrives at your doorstep. In the shipping department Jura can offer next day delivery within the UK. For international buyers can also purchase with Jura thanks to its worldwide shipping service on all orders. 


Bob’s Watches

Bob’s Watches is one of the largest and most trusted names in the pre-owned luxury watch game. They began trading in 1999 and have since built an inventory that specialises specifically on Rolex, but they also deal with watch makers like Patek Philippe, Panerai and Cartier. Whether you’re buying or selling a high-end timepiece, Bob’s have the knowledge and expertise to get it done. All Rolex watches on offer from the Californian-based site are certified authentic whilst international shipping is available. Be sure to check the taxes though so there are no nasty surprises.   



Beginning life as an online fashion destination from the U.K in 2008, Farfetch have quickly cemented themselves as a power player in luxury retail. Hop onto their watch section and you’ll be greeted with a small but carefully curated selection of timepieces from a host of Swiss names alongside designer labels. Think everything from Bell & Ross to Gucci to G-Shock to Ulysse Nardin. 

The site has also intuitively categorised the watches based on racing, diving, aviation and designer to make for an easy browsing process. Prices can range from a few hundred for a Daniel Wellington to a few thousand for a Zenith so your best bet is to hit up the site yourself to see what you’re after. Farfetch offers international shipping via UPS standard or DHL Express.  



You’ll know them as the high-end department stores in the U.K but what you probably didn’t know was that Selfridges also sell some bloody fine watches online. Their range consists of both luxury and fashion pieces from brands like Baume & Mercier, Bell & Ross, Blancpain, Bremont, Cartier, IWC, Hublot, Jugnhans, TAG Heuer, Zenith and Apple.


International shipping is catered for and customers can track their order via their user account. Selfridges can also send updates of your package to your phone via text so you’ll know exactly when it arrives. 



Harrods doesn’t just sell watches, they educate customers on everything from the style to the complications to ensure you pick the perfect piece to suit your lifestyle. Venture online and you’ll be able to dabble in brands like Breitling, Cartier, Jaeger-LeCoultre, Montblanc, Hublot and TAG Heuer.

The Harrods name doesn’t need an introduction but if didn’t know, it’s one of the most renowned luxury department stores in the UK that was founded in 1834. Their bricks and mortar store have a fine watch room so you can rest assured that everything they sell online is 100% new and authentic. Shipping is available for international customers. 



There’s no shortage of the British contingency here and Goldsmith’s is another worthy mention to add to the list of online watch retailers. Based in England, Goldsmith’s are the official retailer to Rolex but they offer so much more than that. New watches, luxury watches, designer watches, exclusive release, pre-owned, smart watches; you name it and Goldsmith’s will likely stock it.

Their brand portfolio includes big ticket names like Omega, IWC, Cartier, Zenith, Breitling, Bremont, Nomos, TAG Heuer, Tudor and many more. The peace of mind is also there as Goldsmith’s is the UK’s largest authorised retailer of luxury timepieces and Swiss watches.  


Saks Fifth Avenue

Step inside one of New York’s finest luxury department stores without having to actually go to New York. Saks Fifth Avenue does watches online and you can expect brands like Alpina, Baume & Mercier, Longines, Tissot and Victorinox. 

Shipping internationally is also a breeze now thanks to pricing shown in your local currency and any duties and taxes automatically calculated at the checkout. Customers can choose from standard (7-14 days) or express shipping (5-9 days).



Neiman Marcus

Taking after Saks is another American luxury department store, Neiman Marcus. These guys are headquartered in Dallas, Texas and offer a limited yet distinguished line of timepieces to online customers. Prices can be shown in the local currency and duties and taxes are calculated for you at checkout. Paired with low international shipping rates and Neiman Marcus could be your ticket to shiny new wristwear. 

Their inventory is more designer focused with brands like Bvlgari, Chopard, Franck Muller, Hermes and Piaget on offer.


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