Guide On Selling Your Luxury Watch

If you’ve never sold a luxury watch before, the process can feel overwhelming. With so many platforms to choose from and the pressure of getting a fair price, it’s easy to feel unsure. Plus, whether you’re shipping your watch to a buyer or meeting someone in person, there’s always some level of risk involved.

To help make things easier, we’ve compiled a step-by-step guide to walk you through the process. Once you’re familiar with how it works, you’ll see that selling a watch doesn’t have to be intimidating. In fact, it can be a smooth and even rewarding experience. 

Whether you plan to sell a Rolex, Patek Philippe, Omega, Audemars Piguet, Breitling, Cartier, or any other luxury brand, here’s what you need to know to do it confidently and safely.

Step 1: Identify the Watch – Model, Reference Number, and Age

Start by figuring out exactly what you’re selling. It's essential to know the brand, model name, reference number, and approximate age of your watch.

The process of finding this information can differ depending on the brand. Some watches, like the Rolex Cosmograph Daytona, have the model name printed right on the dial and the reference number engraved on the caseback or beneath the lugs. Others might not show much detail on the watch itself, but include all the necessary information in the original paperwork or warranty cards.

If you don’t have the original documents, determining the watch’s age may require a bit more effort. You can often estimate it using the serial number or by looking up reference numbers in online watch forums and databases.

Here’s what you should try to gather:

• Brand

• Model name

• Reference number (also called model or style number)

• Approximate age

• Serial number (optional but helpful)
  

Doing some research upfront will make the selling process much smoother and help potential buyers feel more confident in your offerings.

Step 2: Gather All Your Watch Documents and Packaging

If you still have any of the original paperwork or packaging that came with your luxury watch, hang on to it—it can boost your watch's resale value. These items help prove the watch is real and can make it more attractive to buyers.

Here are examples of what to look for:

• Sales receipt

• Warranty card

• Service or repair receipts

• Insurance or appraisal documents

• Certificate of authenticity

• COSC (chronometer) certificate

• Instruction manual or brochures

• Extract from the archives

• Watch box

• Hang tags, stickers, bezel protectors, or shopping bag

• Official Rolex box and papers (for Rolex watches)
  

These extras can increase your watch’s value by around 10% to 15% because they show that it is authentic and well cared for.

Step 3: Estimate Your Watch’s Value

Once you’ve gathered everything, the next step is figuring out how much your watch is worth.

There are two main price types to know:

• Retail price (MSRP): This is the brand’s official price for a new model. If your model is still being sold, you can usually find it on the brand’s website.
  

• Market value (resale price): This is how much your watch is going for on the secondhand market. Check platforms like Chrono24, eBay (sold listings), WatchCharts, or search your model and reference number online to see what similar watches are selling for.
  

Keep in mind:

• Online prices can be higher than what your watch might actually sell for.

• Conditions, age, packaging, and current demand will all affect the price someone is willing to pay.
  

Step 4: Choose Where to Sell Your Watch

Online Selling Platforms

You can list the watch yourself on:

• Watch marketplaces like Chrono24

• Auction sites like eBay

• Apps like Poshmark

• Local classifieds like Craigslist
  

These platforms connect buyers and sellers, but they don’t buy the watch directly. You'll need to manage listings, handle shipping, deal with returns, and cover any fees. Building trust can also take time and effort if you're not a known seller.

Community-Based Platforms

Places like Facebook Marketplace, NextDoor, or Reddit’s r/WatchExchange let you post watches for free, but:

• Scams are common

• Meeting in person with a high-value item can be risky

• Public posts could attract the wrong attention
  

Some Common Watch Selling Terms—

• B&P / B+P: Comes with box and papers

• BNIB: Brand new in box

• f2f: Face-to-face meeting

• Mint: Like-new condition

• Naked: No box or papers

• OBO: Or best offer

• Polished: Has been refinished (can reduce value)

• WTS: Willing to sell

• Mazal: A firm deal (from the jewelry world)

• ISO: In search of
  

Sell to a Grey Market Dealer

The easiest option is to sell to a professional watch buyer or grey market dealer. They’ll:

• Give you a quick quote

• Handle the inspection, listing, and marketing

• Send fast payment

• Take on the risk after the sale
  

They typically offer less than private buyers because they need to cover costs like reconditioning, shipping, insurance, and warranties, but they save you time and hassle.

Auction Houses

If your watch is rare or collectible, an auction house (like Sotheby’s) might help you reach serious buyers worldwide. They’ll handle everything—photos, marketing, and the sale—but:

• They take a commission from both the seller and the buyer

• You must sell if bidding meets the reserve price

• You don’t control the final price

Step 5: Sell Your Watch with Ease to Elegant Swiss

• Fill out the form
  Submit your watch details using our online form. We’ll respond within 36 hours via phone or email with an estimated evaluation.
  

• Receive estimate
  If the initial estimate works for you, send us your watch for a detailed appraisal.
  

• Verification
  Once we receive your watch, our specialists will inspect it. All shipments are monitored under high-definition video surveillance for your peace of mind.
  

• Immediate payment
  If you accept the final offer, we’ll pay you right away via check or bank wire transfer. If not, we’ll return your items free of charge—no questions asked.

Tips to Follow When Selling Your Rolex to a Private Buyer

• Capture clear, high-resolution photos of your watch.
• Create a detailed listing on your chosen platform.
• Promote your listing to attract potential buyers.
• Communicate and negotiate offers with interested buyers.
• Package and ship the watch securely to the buyer.
  

What Should I Include in My Watch Listing?

When selling your watch, the more information you provide, the better. A detailed and well-written description helps attract serious buyers. Be honest, clear, and make it easy for people to understand your offer.

Here are some important details to include in your listing:

• Purchase date

• Where was it purchased

• Name of the retailer (if known)

• Service history (if it has been serviced, when, and where)

• How well the watch is running

• Overall condition

• Any replaced parts

• Whether it has been polished

• Condition of the crystal (any chips or scratches?)

• Original bracelet and buckle included?

• Are there any missing links?

• Any dings, scratches, or signs of wear?

• Any unique or rare features that make the watch stand out
  

Remember: Never include the serial number or photos showing the serial number in your listing. This is private information and could be misused by counterfeiters.

Common Scams to Look Out for When Selling a Luxury Watch 

• Scammers may send fake payment confirmations—always verify that funds have been received.
• Buyers can file a chargeback after receiving the watch to get their money back.
• Overpayment scams involve the buyer overpaying and asking for a refund before the original payment bounces.
• Fraudsters may alter prepaid shipping labels to reroute returned items.
• Some scammers return a counterfeit or damaged watch instead of the original.
• Fake escrow services are used to trick sellers into handing over their watches without real payment.
• Stolen identity purchases can lead to chargebacks and legal issues for the seller.
• In-person meetings may carry risks of theft or fraudulent payment.

Ready to Sell Your Watch? Elegant Swiss Makes It Easy

Selling your luxury watch doesn’t have to be complicated. With Elegant Swiss, you can enjoy a simple, secure, and rewarding experience from start to finish.

Elegant Swiss offers expert evaluations, fair pricing, and fast payments, making the entire selling process smooth and stress-free.

Have questions or ready to get started? Contact us today — we’re here to help!