How to sell watches: 5 tips to sell watches online at a high price

In recent years, the habit of telling time among Vietnamese people has changed significantly, as over 90% of smartphone users no longer regularly wear watches. However, luxury and designer watches have taken a completely different path: their value does not decrease, and can even increase over time if well-preserved. This is precisely why more and more people are looking for ways to do watch business, how to sell watches at high prices, or whether to sell used watches.

The reality shows that quality watch lines, especially designer and collectible watches, are always sought after by watch enthusiasts, collectors, and high-income individuals. The issue is not whether they can be sold, but how to sell them without being pressured on price and choosing the right channel to maximize profit.

This article will help you understand how to effectively conduct a watch business, from evaluating watch value and choosing the right selling time to popular selling methods available today. Whether you are new to this field or looking to venture into it, this will be a practical, easy-to-apply guide relevant to the needs of Vietnamese users.

How to sell watches effectively and at a good price

Step 1: Accurately appraise the watch before selling
Accurate appraisal is the determining factor in whether you can sell your watch at a good price. When doing watch business, buyers are always interested in the actual value, not just the brand.

• Watch material: Steel, gold, platinum, or titanium casing directly affects the selling price

• Condition of use: A new watch, with few scratches, running accurately, will be easier to sell and less likely to be undervalued

• Features and version: Automatic, chronograph, limited edition, or discontinued watches often have higher value

• Included accessories: Box, warranty card, original invoice help increase credibility and selling price

Step 2: Choose the appropriate watch selling method for your goal
Depending on whether you want to sell quickly or maximize profit, the watch business approach will differ.

• Sell directly to acquaintances:

  • Low risk, fast transaction

  • Often difficult to sell at the highest price

• Sell online or via online auction:

  • Reach many buyers, especially watch enthusiasts

  • Requires time, clear photos, and transparent descriptions

• Sell through an intermediary (jeweler, watch store, auction house, pawn shop):

  • Suitable if you need quick cash

  • Selling price is often lower due to deduction of costs and profit for the reseller

Step 3: Compare and decide before finalizing the transaction
Don't rush to sell as soon as the first person asks to buy.

• Consult market prices for similar watch models

• Compare at least 2-3 different watch selling channels

• Prioritize reputable places with clear and transparent transactions

Tip 1: Which watches are easy to sell and hold their value well

Step 1: Be realistic about the watch's value before selling

Don't have high expectations for cheap watches

• If you only bought a watch for around $50, it will be very difficult to resell it for a good price

• Watches made of cheap plastic, intended for short-term use, with many "gimmicky" details or fake brands, are often not worth the time to resell

• In this case, the profit is almost negligible

Only high-end watches are truly worth selling

• Genuine Swiss watches, with metal cases, intricate movements, and from reputable brands usually hold their value better

• Watch lines targeting the high-end or collector segments are likely to resell at high prices

• Watches that are currently popular in the market or belong to sought-after brands will be easier to sell

The "currently popular" factor is very important

• Not all expensive watches are sellable

• Buyers often look for famous watch brands, high-end lines, or special editions

• For many, Swiss watches are the top choice, but there are also collectors who only hunt for high-end brands or limited models

Cheap watches can still be sold, but with low profit

• You can definitely sell low-priced watches

• However, you must accept a very low price and choose a selling channel with minimal intermediary fees

• Avoid selling methods where commission and opportunity costs exceed the watch's value

Step 2: Characteristics that help watches retain value when resold

Stainless steel casing material

• Stainless steel is durable, less prone to going out of style, and easy to maintain

• Compared to gold plating or cheap materials, steel helps watches maintain a more stable value

• Suitable for both general users and collectors

Complexity of craftsmanship

• The more complex the watch, the longer the completion time, the higher its value

• Hand-assembled models with intricate structures are often highly valued when resold

• This is an important factor in the mid-range and high-end watch business

Simple, traditional design

• Should only have basic functions such as hours, minutes, seconds, and date display

• Watches with too many unusual features, flashy colors, or short-term trendy designs often quickly lose value

• The "safer" the design, the higher the likelihood of retaining value

Medium watch face size

• A size that is neither too large nor too small will fit many wrists

• Easier to resell because it doesn't limit the wearer

• However, trends and brand influence at each stage still need to be considered

Utilizing Swiss automatic mechanical movements

• Swiss automatic movements are highly regarded for their durability and accuracy

• This is an important factor when buyers seek watches with long-term value

• Often preferred in the used watch market

Easily recognizable brand, sells well when new

• Watches from famous brands often have good liquidity

• Buyers easily trust and can compare market prices

• Suitable for those new to learning how to do watch business

Rarity or limited edition

• Watches produced in limited quantities or commemorative editions often appeal to collectors

• Have the potential to retain or increase in value if demand is high

• However, it's still advisable to prioritize simple designs, avoiding overly distinctive features that might deter buyers

Step 3: Evaluate the watch's condition before selling

The watch needs to be in very good condition

• Ideally, it should be almost new, with few scratches

• If cleaning or polishing is needed, it should be taken to a professional watchmaker or service center

• Do not attempt to clean or polish it yourself at home, as this may devalue the watch

The watch must be fully functional

• The movement should run stably, without stopping, and without significant time discrepancies

• If the watch is damaged, consider whether the repair cost is worthwhile

• Note: replacing parts with non-genuine ones can immediately reduce the resale value

Maintain the watch's originality

• Original watches are always preferred in the used watch market

• Replacing the dial, hands, strap, or adding non-original accessories can devalue the watch

• Experienced buyers often scrutinize this factor very carefully

Having the original box and papers is a huge advantage

• Box, warranty card, and original purchase invoice help verify the watch's provenance

• These accompanying accessories can significantly increase the selling price

• Many buyers prefer watches with "full box" for collecting or as gifts

Tip 2: Accurately price used watches to avoid losses

Step 1: How to determine the true value of a watch before selling

Distinguish between retail price and secondary market price

• The retail price at stores already includes profit, overhead costs, and marketing

• When reselling, watches are priced according to market supply and demand

• In most cases, the resale price will be lower than the original purchase price

Accept the reality: not all watches hold their value

• Even good quality watches often depreciate after use

• This is normal in the watch business market

• Understanding this helps you avoid incorrect expectations and close transactions more easily

Cases where watches can appreciate in value over time

• Rare watches, those produced in limited quantities, or discontinued models

• Collectible watches, highly sought after by collectors

• Some models can increase significantly in value due to higher demand than supply

Special factors that make watch prices increase beyond expectations

• Watches previously owned by celebrities or influential figures

• Watches associated with special events or historical stories

• These factors make watches unique and appealing to collectors

How to check watch prices most accurately in the market

• Compare the actual selling prices of similar models that have recently been sold

• Consult multiple sources when trying to sell a watch to avoid being undervalued

• Price based on market data, not personal emotions

Step 2: How to look up current market watch prices

1. Find prices from official websites and retailers

• Visit the brand's website to check if the watch model is still being sold

• Compare prices at authorized retailers

• This step helps you find the new selling price, not the resale price, but it's a necessary reference point

2. Prioritize searching on online auction sites

• Auction platforms most accurately reflect the price buyers are willing to pay

• Especially useful for older and vintage watches

• Look for models with the same:

  • Brand

  • Style

  • Year of manufacture or movement generation

3. Compare multiple sellers and different platforms

• Don't rely on a single price

• In some cases, sellers reference each other's prices even if no actual transaction occurred

• Prioritize prices that have successfully sold, not just asking prices

4. Supplement your knowledge with books and specialized literature

• Find watch books at libraries or reputable e-books

• Focus on:

  • The unique features of the watch model you own

  • Factors that increase or decrease a watch's value

• This step is especially important if you plan to deal in watches long-term

5. Determine a reasonable market price

• Synthesize data from multiple sources

• Identify the price range that buyers are truly willing to accept

• This is the actual price for you to decide whether to sell quickly or wait for a better price

Step 3: How to determine a realistic resale price for your watch

Compare with equivalent watch models on the market
To accurately price a watch for resale, you need to find the resale price of watches that are as similar as possible to yours.

• Compare based on the exact generation, style, material, and condition

• Avoid comparing with models that differ too much in year of manufacture or newness, as this will lead to inaccurate results

• Only compare "watch with equivalent watch," unless you have special factors that increase value

Only price higher when there are clear distinguishing factors

• Watches previously owned by celebrities, artists, or influential figures

• Watches associated with special events or collection stories

• These cases require verified evidence; otherwise, the market will not accept a higher price

Correctly identify the version within the same watch series

• Many brands produce the same model but divide it into multiple versions

• Some versions use better materials and higher-end movements to serve the high-price segment

• There are also simplified versions sold at lower price points

• You need to accurately identify which version you own to avoid confusion when pricing

Do not speculate on value without full verification

• Don't assume your watch has a high price just because it shares the same product line name

• Carefully check specifications, movement generation, materials, and configuration

• This is an important step to avoid incorrect expectations and disappointment when selling

Step 4: Appraise your watch for a fair market price

Don't rely solely on personal research
Once you have a reference price, the next step in effective watch trading is to confirm it with a professional appraisal.

• Online research provides a price range, but it's still an estimate

• The used watch market has many fluctuations that newcomers may not recognize

• Incorrect pricing can lead to selling below true value or struggling to sell due to overpricing

Find a professional watch appraisal service
Independent appraisal helps determine the watch's value objectively and reliably.

• Choose a reputable watchmaker, store, or appraisal service

• The appraiser will check the movement, case, originality, and actual condition

• The appraisal result accurately reflects the resale value in the market

Request an appraisal certificate
An appraisal certificate is a significant advantage when selling a watch.

• Helps buyers trust the value you present

• Easier to negotiate, especially for high-value watches

• Suitable when selling to collectors or through intermediaries

Know the exact value to maximize profit

• Once you have a clear value, you can proactively choose the appropriate sales channel

• Avoid being pressured to sell at a lower price or rushing due to lack of information

• This is the best way to sell your watch for a good price and at the right time

Step 5: Next steps after deciding to sell your watch

Tip 3: Effective online watch selling tips

Step 1: Find the right buyer for your watch

Decide whether to sell directly or through an intermediary
There's no single right option for everyone; it depends on the watch's value and your goals.

• Selling directly to the end buyer

  • Suitable for watches of medium to high value

  • You can get a better price because you don't have to share commission

  • Requires time investment: taking photos, listing, responding to inquiries, and negotiating

• Selling through an intermediary (watch store, jeweler, auction house, pawn shop)

  • Suitable if you want to sell quickly or don't have time to sell yourself

  • Simple process, lower risk

  • The price received is often lower due to commission fees or the profit margin of the buyer

Consider effort and profit before choosing how to sell

• The more valuable the watch, the more profitable it is to sell directly

• For low-value or hard-to-sell watches, prioritize a quick and simple option

• In watch business, optimization is not just about the highest price, but also about time and effort efficiency

Important principles when finding a buyer

• Be transparent about condition, origin, and selling price

• Choose a sales channel appropriate for the buyer segment

• Avoid rushing to accept the first offer without comparing

Step 2: How to sell watches directly for a high price

Sell to acquaintances with genuine needs
This is the simplest and least risky way to sell a watch.

• Think back if any friends, relatives, or colleagues have ever been interested in this watch

• Only mention it gently, clearly stating that there is no pressure to buy

• Offer a reasonable market price so both parties are comfortable

• If sold this way, you save time and avoid intermediary fees

Sell watches through online auction sites
Online auctions are suitable for valuable, rare, or sought-after watches.

• Auction platforms help reach buyers worldwide

• People who truly need that watch model will be willing to pay the right price

• Credibility is very important:

  • Account needs to have a good transaction history

  • Positive feedback from previous buyers

• If you don't have credibility yet, you should:

  • Attach official appraisal certificates

  • Provide detailed, transparent descriptions of the watch's condition

Sell within watch collecting and trading communities
Forums and watch exchange groups are places where people who understand the product's value gather.

• Suitable for those who want to do long-term watch business

• Buyers often have knowledge, making it easy to negotiate a fair price

• Requires time to build personal credibility within the community

• Always be cautious when transacting:

  • Carefully check buyer information

  • Prioritize secure transaction methods

  • Don't rush with new or non-transparent individuals

Consider risks and effort when selling directly

• Selling directly often yields a higher price

• In return, you have to handle everything from consulting to transactions yourself

• For high-value watches, caution is always more important than speed

Step 3: Selling watches through intermediaries

Sell through jewelers or professional watch stores
This is a common and relatively safe method, especially for beginners.

• You can take your watch to a previously appraised store to ask for a purchase or consignment

• Some stores accept cash or store credit

• Quick transactions, low risk

• Points to note:

  • Stores have high operating costs

  • The purchase price is often lower than selling directly because they need a profit margin

Sell through specialized high-value auction platforms
Unlike general auction sites, these platforms only reach qualified buyers.

• No need to self-promote or deal with individual buyers

• Suitable for high-end watches, collector's watches

• Service fees are often high but in return, you get reliability and quality buyers

Sell through an auction house
This option is only suitable for watches of very high value.

• Contact local auction houses to assess the possibility of including your watch in an auction

• Prioritize auctions specializing in watches or jewelry

• You can get both an appraisal and sell to the right target audience

• Only apply when:

  • The watch has a very high value

  • Or a small auction house with reasonable commission fees

• Risks to consider:

  • High fees and commissions can reduce profits

  • Small auction houses may not achieve the price you expect

Pawn shops: only as a last resort
While always willing to buy watches, pawn shops are not an optimal channel for selling.

• Staff often lack in-depth expertise in watches

• Purchase prices are often pushed down to reduce risk

• More suitable if you need short-term loans by pawning

• If the goal is to sell at a good price, avoid this channel

Step 4: How to sell low-value watches quickly and easily

Set a low price to attract buyers
The selling price needs to be appropriate for the general consumer segment.

• Very common watches: about 2–10 USD

• Fashion watches, affordable brands: maximum around 100 USD

• The lower the price, the faster it sells

• If there are no buyers yet, you can gradually lower the price until you get a response

Choose the right category when selling online
Posting in the right place helps reach the right buyers.

• Look for the cheap watches or fashion jewelry category

• Some platforms group watches under accessories or jewelry

• Buyers in these categories often look for cheap items and are easy to close a deal with

Calculate all costs before setting the selling price
Even if selling cheaply, you still need to calculate to avoid losing effort.

• Platform commission fees

• Packaging and shipping costs

• Time for order processing and communication with buyers

• If the total cost is close to the selling price, reconsider

Sell directly at markets or clearance sales
Suitable if you have many items to sell at once.

• Sell at flea markets, local markets, garage sales, or small stalls

• Not suitable if you're only selling a few watches

• Prices are often low but transactions are quick, with no platform fees

Sell watch parts to artisans
An unconventional but quite effective approach.

• Watch faces, movements, and old parts can be used for handicrafts

• Post for sale in the handmade or craft supplies section

• Suitable if you have many broken or unused watches

Tip 4: How to transact watches to ensure full payment

Receiving payment when selling through online auction sites
This method is common but requires patience and caution.

• If the seller's account does not have high credibility, funds may be held for a period

• The larger the transaction, the longer the waiting period for disbursement

• Common payment methods:

  • Cash on direct meeting

  • Bank transfer

  • Card payment

• For high-value watches, it's advisable to use escrow services where a third party holds the funds and confirms a secure transaction for both parties

Receiving payment when selling through online retail platforms
This is a simple and quick way to receive money.

• Payment is usually processed immediately after the order is completed

• Funds are transferred directly to your bank account

• Suitable if you want to sell quickly with minimal manual processing

Receiving payment when selling in watch forums or communities
This method requires a high degree of caution.

• Payment method depends on the agreement between the two parties

• Only hand over the watch after confirming funds are in your account

• Prioritize transactions with reputable individuals with clear histories.

• Avoid shipping items first in all circumstances.

Receiving payment when selling through a jewelry or watch store
High level of safety but requires clear understanding of conditions.

• Many stores pay immediately upon repurchase.

• In the case of consignment, you may have to wait until the store sells the item to a customer.

• Payment delays may occur; clarify terms before agreeing to sell.

Receiving payment at a pawn shop
Fast but not optimal.

• Receive cash instantly.

• Purchase price is usually very low.

• Suitable for urgent cash needs, not suitable for selling watches at a good price.

Tip 5: Top Watch Models That Hold Their Value Well Upon Resale

High-end Swiss watches typically retain their value well.
This group is the most sought after by collectors and watch enthusiasts.

• A. Lange & Söhne: Low production volume, high-quality handcrafted finishing, strong collectibility.

• Rolex:

  • Models like Explorer and Submariner have excellent liquidity.

  • Easy to sell, loses little value, suitable for new watch businesses.

• Vacheron Constantin: Long-standing brand, highly regarded for craftsmanship.

• Jaeger-LeCoultre: Renowned for movements and classic designs.

• Patek Philippe: One of the best brands for retaining value, many models appreciate over time.

• TAG Heuer:

  • Easy to resell.

  • However, often depreciates significantly compared to the new purchase price.

• Omega Speedmaster:

  • A model with stable buying power.

  • Highly regarded by the watch collecting community.

Brands that resell but depreciate significantly
The brands below still have buyers, but do not hold their value well compared to their initial selling price.

• Ebel

• Piaget

• Longines

• Concord

• Hublot

• These models often resell for a few hundred USD.

• Suitable if bought used at a good price, not suitable if you expect them to hold value when bought new.

Important note when consulting this list

• Watch market trends change over time.

• A model that sells well today might have slow liquidity in the future.

• Always combine:

  • Researching actual transaction prices.

  • Checking condition and originality.

  • Accurately identifying the version and movement generation.

Important notes for safe online watch sales

Advantages of online selling and auction platforms
Online marketplaces help your watch reach the right buyers globally.

• Access to a large number of buyers, increasing the chance of a quick sale.

• Easy to find someone specifically looking for the watch model you have.

• Opportunity to sell at a good price if the watch model is highly sought after.

Build seller reputation before selling valuable watches
Reputation directly influences a buyer's decision.

• Accounts with long selling history and good reviews will close deals more easily.

• Buyers are willing to pay a higher price for a trustworthy seller.

• If you lack reputation, selling expensive watches will be harder.

Understand that watches depreciate after purchase
This is a factor often overlooked by new watch businesses.

• Most watches depreciate immediately upon purchase, by about 20–70% of retail price.

• Therefore, watches should not be seen as a stable profit-generating investment.

• Rare exceptions:

  • Watches previously owned by celebrities.

  • Value comes from the ownership story, not the watch itself.

  • Authentic proof is mandatory.

Don't overlook professional appraisal
Appraisal is the strongest factor in building buyer trust.

• An appraisal certificate proves you are a serious seller.

• Confirms the operational condition and originality.

• Helps buyers feel secure and accept your asking price more easily.

Choose a selling method that fits your financial needs
Selling quickly versus selling at a high price are two different goals.

• Need urgent cash: choose a quick selling channel, accept a lower price.

• Not urgent: sell slowly, choose a less risky channel to optimize the price.

• Always prioritize trustworthy partners and platforms.

Be highly vigilant against online scams when selling
Risks often increase with the value of the watch.

• Be especially careful on free marketplace platforms.

• Do not ship the watch before confirming payment.

• Avoid vague transactions or unidentified parties.

Describe the watch honestly and transparently
Honesty helps you avoid post-sale disputes.

• Accurately describe its condition, scratches, or flaws if any.

• Do not conceal information about repairs or replaced components.

• Authenticity and condition are the two most important factors.

Take real photos of the actual watch
Images greatly influence purchasing decisions.

• Use photos you took yourself.

• Do not use copied images from the brand's website.

• Clearly show the watch's actual condition.

Combine personal research with professional appraisal
Even a small detail can significantly change a watch's value.

• Non-experts can easily miss important details.

• Expert appraisal helps avoid inaccurate pricing.

• This is a necessary step if you want to sell your watch at its fair value.

References

1. http://www.forbes.com/sites/arieladams/2014/04/30/the-booming-market-for-selling-your-luxury-timepiece-how-recommerce-is-dominating-the-watch-world/2/
2. https://www.lajollalight.com/sdljl-which-luxury-watches-hold-their-value-best-2014aug27-story.html
3. https://www.bloomberg.com/news/articles/2016-07-01/how-to-tell-how-much-your-vintage-watch-is-worth
4. https://www.the1916company.com/blog/how-much-is-my-watch-worth.html
5. https://wornandwound.com/selling-your-watch-part-iv-where-the-buyers-are/
6. https://www.ebay.com/help/selling/getting-paid/getting-paid-items-sold?id=4135
7. https://www.bankrate.com/personal-finance/smart-money/5-ways-to-get-the-best-price-at-pawnshops/
8. https://blog.crownandcaliber.com/watch-brand-depreciation-part-ii/

Translation: Rene Lee Nguyen.