A Thorough Guide on How To Sell Watches

There’s more than one way to sell your watch. Here are some best practices to get the smoothest, most positive experience!

I’m no hoarder. But, there’s something about selling watches that makes me feel like I’m a museum and I’m deaccessioning my treasures. And what’s right when it comes to how to sell watches, varies from one person to another.

Even more, getting rid of timepieces can sometimes feel like moving on from one era of life into a new one. This is especially so if acquiring that watch was a journey in and of itself. And this is usually the case if it’s a grail.

So yes, watch selling can be daunting. That’s why I’m here to help.

Selling Watches: How to Sell a Watch Requires Knowing Your Own Motivations

If you want to know how to sell a watch, do some thinking and figure out the why of it all. Here are some common reasons and what to consider as a reason. This may highly affect the market you decide to go through.

You Want To Upgrade

Upgrading is one of the best reasons to sell a current watch. Perhaps you couldn’t afford that perfect grail, so you’ve been wearing a placeholder. 

No shade towards that model — he did his job. Or maybe there’s a new variant with extra features you deem worth leveling up for.

Since it’s an upgrade, remember that the proceeds from the sale of your watch may not cover the entire price of the new watch.

If your current watch is experiencing a bit of a downmarket, you might consider doing a trade-in with a dealer. The watch you get from the trade might be one that’s easier to sell.

You’re Downsizing

It’s another legitimate reason to get rid of some things. If this is the case, you may or may not have a bar for what you’ll take, price-wise. That’s fine. You’re the rare instance of a motivated seller.

Just make sure to do your research. If there’s a truly powerful market for your watch, you’d do well to at least give yourself a timeline.You also may want to decide on a reasonably low estimate for what you’ll take for it.

If it’s taking longer to sell than your agreed timeline, and you’re truly okay to experience a technical loss, then sell for that low estimate. 

Just don’t go selling your $100,000 vintage Sub for a grand. That, technically, would be a gift.

You’re Trying To Make Money: How to Sell Luxury Watches

The important thing about trying to make a profit is knowing the market. A lot of the time, you’ll have to wait for the right time to sell.

This is likely going to take you the longest, and it’s just something you have to accept when it comes to how to sell luxury watches specifically.

For the most profit and most risk, you can sell privately. You can go through watch forums, eBay, or good old-fashioned outbound marketing. You can ask coworkers and friends if they or anyone they know are interested.

If you have a trusted dealer, you can partner with them. Of course, they’ll take a cut.

Auction houses, even the most elite ones, can’t guarantee a great profit. They’ll offer a high and low estimate, and you can agree to a reserve. This means they won’t sell it unless that reserve is at least met.

The Watch Needs More Care Than You Can Provide

Sometimes watches, especially vintage watches, require more care and service than they’re worth. Or, sometimes, you think having your grail will be the experience of a lifetime. And instead, you’re constantly stressed about the idea of having something so expensive on your person.

These are all legitimate reasons to sell. Watches should be fun, not stressful.

You’re a Flipper

If you’re a flipper, you probably already have some experience selling watches. As always, continue to know your market and be realistic about your expectations. 

Some buyers might consider a flipped watch an upgrade. You’ve created a unique piece that doesn’t exist elsewhere in the market. By the way, we have some great resources on watch modding here at TSW.

If you’re flipping a luxury piece, tread carefully. Buyers might consider it more of a corruption than an upgrade. Not always, though! Again, just be mindful and careful.

Sell My Watch: How to Sell Used Watches and New Watches

I go into these tenets in my guide on how to sell luxury watches. However, a lot of these apply to selling any watch. This is especially so when it comes to how to sell used watches.

Be Highly Specific

Provide the seller with the make, model, reference number, and even year if you have it. Suppose you don’t do some research. Find similar models on eBay, Chrono24, and watch forums.

Even if you aren’t 100% sure, you can tell your seller that it’s similar to certain models you’ve found. Heck, they may be able to fill in the gaps themselves.

Be Candid, Be Honest

Be forthcoming about all of the watch’s flaws, scratches, and shortcomings. Don’t try to hide it with fancy lighting, and don’t participate in the proverbial lie of omission.

Tell your seller everything.

This is most important when it comes to high-priced pieces. However, it applies to all price points. Perhaps you’re selling an old Seiko that used to run on a 7S26, but you upgraded it to a hacking 4R. In your mind, it’s better. 

But, the buyer, even if all they’re paying is $200, might want the original movement for heritage reasons.

And, of course, tell them all of the great things about it, too! Perhaps hearing about your relationship with the watch will help close the deal. Stories are one of the reasons we love watches, after all.

Tell Your Buyer Why You Are Selling

This is very important, particularly if you’re offering such a good deal. This helps with the trust factor of your sale.

Perhaps it doesn’t work as well as it used to. Perhaps you’re upgrading. Don’t be embarrassed if you’re genuinely tight on finances or thought it was a mistake of an acquisition. One man’s trash can be another man’s treasure.

Be Realistic About Your Expectations

You can’t control the market. Sometimes, you sell fast but low. Sometimes, you sell slowly but high. Rarely will you get it all.

Think about all the people you know who are catches that can’t seem to find a solid relationship. Sometimes, your objectively amazing watch needs to wait to find the right partner diligently.

Offer Boxes and Paperwork if You Have Them

I mention this reason in my guide to selling luxury watches. Of course, a Rolex or Patek is worth more on the market if it comes with boxes and paperwork.

It’s one of the ways you can figure out the watch’s potential worth.

However, even budget watches can be worth more with the proper presentation. Vintage Braun or Movados in their original boxes can sometimes get you double the price of pieces without.

Where To Sell Watches: The Best Places to Sell Watches

There isn’t one best place to sell watches, really. It’s all about figuring out what’s right for you. And once you’ve decided where you fall in the why of it all, only you can make the decision for yourself.

Sell Watches Online

First of all, if you’re going to sell online, make sure your product description is perfect and your photos are clear. Take as many good, clear photos as possible. In fact, feel free to post a video of it running.

Take detailed shots of every single flaw. If you have the boxes and paperwork, provide images of them as well.

Even more, be prepared for customers to ask for more pictures. If there’s no opportunity to see the piece in person, you have to accommodate as best as possible.

Check out our guide on buying watches online. All of these options are also great places to sell watches. They range from independent selling (like eBay) to partnership sales.

Additionally, feel free to use watch forums as a marketplace.

Sell With a Dealer

There are two ways to sell with a dealer. First, you can simply sell him the watch so that he can do whatever he wants with it. This is easy and fast, but you won’t always get the best price. Remember, he’s trying to make a profit, too.

Second, you can do a partnership or consignment.

The main benefit of this is that you have access to his clients as potential buyers. Make sure you trust him and that you’re okay with the terms. 

As mentioned, you can also trade your watch for another one. He might have a timepiece you’d rather have. Or, he may have one that’s easier to sell.

Other Consignment Options

Other consignment options include online partners (see above) or auction houses.

And you don’t necessarily need to have a truly luxurious piece to tap an auction house. In addition to Christies’ and Sotheby’s, there are small auction houses throughout the country. 

Just do a quick Google search.

And if you do live near a major house, say Bonhams or even Doyle, feel free to reach out. Even if they aren’t right for your watch or watches, they’ll definitely have partners they can recommend.

Auction houses are also great for whole collections. Perhaps you want to sell more than one watch but don’t want to go through the trouble of individually marketing them out.

Plus, these organizations often have experts who can assist with pricing and descriptions.

Again, there’s no guarantee you’ll sell, though. Just be okay with that, or agree to a reserve you’re happy with.

Sell Apple Watch: A Little Different

Finally, if you want to sell your Apple Watch, it’s a totally different market than traditional ones.

All of the above guidance still applies: Be honest, take pictures, find the right outlet, so on.

But, people typically want Apple Watches for practical reasons, not always because of style and history.

That being the case, make sure their priorities align with what you have to offer. Maybe they don’t care if one feature isn’t working that well as long as another does.

The point here is that, no matter why or how you sell it, you’re mostly going to have to sell at a discount. Otherwise, they can go straight to Apple for it.

I imagine the only way to sell even close to full price is if your buyer wants an older, discontinued model that isn’t available anywhere else. The watch would still have to be in perfect condition though. And if it’s that old, it likely isn’t going to be — unless you’ve literally never used it.

FAQs

Here are some common questions about selling watches — and their answers, of course.

Where Can I Sell a Rolex Watch?

I highly recommend selling your Rolex watch to an authorized dealer or a major auction house if they have you. Unless you have experience selling luxury items, it’s always great to have assistance from experts.

Where Can I Sell a Cartier Watch?

As with any luxury timepiece, if you’re not experienced in selling, authorized dealers and major auction houses are your best bet.

Where Can I Sell a Movado Watch?

There are several places you can sell a Movado watch: Online platforms like eBay are more trustworthy than ever. You can also try to watch forums. If you have a particularly valuable or rare piece, consult with experts, authorized dealers, auction houses, or your local Movado boutique.

Conclusion: Get the Most from Your Sale

I hope that was helpful! 

At the end of the day, when it comes to how to sell watches, only you can decide what’s the best route for you. Just make sure to consider all of your options.

Make sure to be honest with your motivations to your seller. Understand the market so you know how to price your watch (again, this is easily done by checking out the Chrono24s and eBays of the world). 

And most importantly, know that price and selling timeline are the balance you’ll have to strike. Sell fast and low or slow and high — usually.

Have you ever sold a watch? Tell me about your experience in the comments below!