Buying a luxury watch isn’t always as simple as just buying a luxury watch. You need to do your research into the various brands to find one that speaks to you on a personal level. When you’re parting with the amount of cash required for a luxury timepiece, you’re going to want to make sure your investment is one you’re not going to regret down the line. So, while we would always recommend you at least try a watch on in a store before you buy, we are now presented with a solid selection of online watch shops that make it simple to score your ‘grail’ watch.
Many of these online watch shops give you access to some of the most prestigious brands around, including the likes of Rolex, IWC Schaffhausen, Breitling and A.Lange & Söhne to name a few, they also come with an incredibly high level of after care service. After all, your new watch is going to need maintenance to keep it at its ticking best, and these online purveyors of all things luxury time teller know that all too well.
So, whether you’re looking for something of a Swiss luxury persuasion, you’re on the lookout for an affordable piece to start your collection or you’re after a pre-loved yet incredibly rare model, this is your guide to finding the perfect timepiece online with complete peace of mind.
Online Luxury Watch Shops FAQ
What to look for in a luxury watch?
For your first luxury watch, choose a recognizable brand with a classic movement and a design that can be called iconic, without going over the top. Also, consider one that fits your budget.
What is the entry-level purchase for a luxury watch?
You can get a decent piece of wristwear between $500 to $1,500. This price bracket already includes big fashion brands, but no Swiss-made automatic movements.
How to choose a strap for your luxury watch?
The strap of your luxury watch must coordinate with your wrist size and complexion, as well as your outfit. When in doubt, always resort to a steel bracelet.
With brands including A.Lange & Söhne, Breitling, IWC Schaffhausen, Tudor, TAG Heuer and Panerai being just a few of the high-profile names in their repertoire – and with an extensive selection of models available to buy directly online – it’s never been easier to order your new favourite piece from the comfort of your own home.
Watches of Switzerland Australia has its own service centre to help maintain your watch, and if the piece you own happens to still be under manufacturer warranty, Watches of Switzerland will send it directly to them, saving you the task. While you can step into stores in Sydney, Melbourne, Canberra and Perth, the online store provides a complete overview of models available to buy. Your new purchase awaits.
While you can visit physical stores in Sydney, Melbourne and Perth, the online portal (launched in 2020) combines an extensive range of some of the world's best watches, with the brand's impeccable customer service.
Established in 1967, Gregory boasts one of Australia's most extensive luxury watch portfolios, with stocked brands including Breitling, Bremont, IWC, Tudor and TAG Heuer. The online store provides the greatest overview as to what's in stock, and you can always be guaranteed of first-class aftercare.
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 are 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.
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.
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 per cent 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.
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.
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.
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.
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.
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.
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).
Their inventory is more designer focused with brands like Bvlgari, Chopard, Franck Muller, Hermes and Piaget on offer.