Customers looking for a new watch online are simply amazed at the prices they see compared to the traditional brick-and-mortar jewelry store. The internet has enabled e-businesses to bring products to the consumers at jaw-dropping discounts. A watch is a fairly expensive purchase and you should do your homework before buying one online. First and foremost, make sure that the company is an "authorized retailer" for the watch brand you are interested in. When buying from an authorized retailer, you can be certain that your purchase will be new, factory sealed, and will come with the original manufacturers warranty. Authorized retailers must maintain the quality and customer service standards that are required to sell watches. The manufacturer (such as Citizen, Fossil, Rolex, etc) often require the retailer to have an actual storefront, have 24/7 customer service, have secure online ordering, they can only sell new products, and much more in order to maintain the dignity of the items sold. Buying from "unauthorized" retailers is NOT recommended.

Unauthorized retailers sell "grey market watches" because they cannot get the products directly from the manufacturer. They must instead get their supply from a third party or another country. Typically a manufacturer will take all of their watches that were overstock, were returned, were repaired, etc. and will sell them in markets overseas. Unauthorized retailers get their hands on these products and then try to sell them at a higher price back to you. They often don't come with original packaging, may be used or damaged, and are never guaranteed by the manufacturer. Many "grey market" watches are repaired with cheaper non OEM parts that were manufactured overseas for a fraction of the cost. This allows them to bring you some of the lowest prices available, however you really are getting what you paid for. Only buy from authorized retailers! Find the watch you want, find it online for a great price, make sure the retailer is authorized, and you will be satisfied with your purchase.