How to Sell Your Luxury Watch Without Getting Ripped Off
The $2,400 mistake that taught a Submariner owner everything about selling channels
A client walked into a pawn shop with his Rolex Submariner Date. Ref. 126610LN. Purchased three years ago. Excellent condition. Full box and papers.
The pawn shop offered him $9,000.
He almost took it.
Instead, he called me first. I told him to walk out. Immediately.
That same Submariner—authenticated, professionally photographed, and listed through our consignment service—sold four weeks later for $13,800. After our 10% commission, he netted $12,420.
He was 30 seconds away from losing $3,420.
And here's what makes me angry about situations like this: it happens constantly. Smart, successful people who wouldn't dream of selling their business assets without professional guidance will walk into the first place that offers cash for watches and accept whatever number they're quoted.
According to industry data, just under half of private sellers lose 20-30% of their watch's true market value by choosing the wrong selling channel. Not because they're naive. Because they don't understand how dramatically different channels impact final payout.
Let me show you exactly what happens when you sell through different channels—and why the "fastest" option usually costs you thousands.
The five ways to sell a luxury watch (and what each one actually costs you)
When you decide to sell a luxury watch, you have five realistic options. Each has a different speed-to-payout ratio, risk profile, and net proceeds outcome.
Here's what actually happens with each channel, using a Rolex Submariner Date (ref. 126610LN) currently trading at $13,500-$14,000 on the secondary market as our example:
Option 1: Pawn shop or "we buy gold" storefront
Offer: $9,000-$10,000
Speed: Immediate (same day cash)
Your loss: $3,500-$4,500 (26-33% below market)
Pawn shops aren't in the luxury watch business. They're in the collateral lending and quick-flip business. Their offer is based on melt value of gold (if applicable), a conservative estimate of resale value, and their required profit margin to move inventory fast.
They're not authenticating your watch properly. They're not marketing it to serious collectors. They're offering you the absolute floor price because they need margin for risk and profit.
When this makes sense: You need cash today and have zero other options.
When this doesn't: Literally any other scenario.
Option 2: Sell directly to a dealer (instant buyout)
Offer: $11,000-$11,800
Speed: 1-3 business days
Your loss: $2,000-$2,800 (15-21% below market)
Reputable dealers like Bob's Watches, DavidSW, and others offer instant buyouts. You submit photos, get a quote, ship the watch, they inspect it, and wire you payment within 24-48 hours.
This is legitimate. These are real businesses with authentication processes. The discount reflects their need to resell at market rate while covering overhead, authentication, marketing, and profit margin.
For highly liquid models like the Submariner, dealers can offer 15-20% below market because they know they can sell it in days. For less liquid models (vintage pieces, complicated watches, brands with smaller collector bases), the discount increases to 25-35% because holding time and risk increase.
When this makes sense: You need funds within a week and want zero hassle. You value speed over maximum payout.
When this doesn't: You can wait 30-60 days for 15-20% more money.
Option 3: Sell on eBay
Sale price: $13,500
eBay fees: $930 (15% on first $1,000 + 6.5% on remaining $12,500)
Shipping/insurance: $75
Your net: $12,495
Speed: 7-30 days (listing to payout)
eBay's authentication program for watches over $2,000 has made the platform significantly safer for buyers and sellers. Your watch gets authenticated before reaching the buyer, which reduces return fraud risk.
But here's what sellers don't calculate: eBay charges fees on the total transaction amount—including sales tax and shipping that the buyer pays. So if your buyer is in California and pays $14,310 total (including 6% sales tax and shipping), you're paying fees on $14,310, not $13,500.
The math:
15% on first $1,000 = $150
6.5% on remaining $13,310 = $865
Plus $0.40 per-order fee
Total fees: $1,015
Minus shipping/insurance you paid: $75
Your net: $12,410 (8.1% total cost)
When this makes sense: You're comfortable managing listings, answering buyer questions, and handling occasional returns. You want broader market exposure.
When this doesn't: You value time over the 1-2% difference between eBay net and dealer consignment.
Option 4: Sell on watch forums or Chrono24
Sale price: $13,500-$14,000
Platform fees (Chrono24): 6.5% = $877-$910
Your net: $13,090 (if Chrono24) or $13,500-$14,000 (if forum)
Speed: 14-90 days
Risk: High for private forum sales (fraud, chargebacks, authentication disputes)
Watch forums (WatchUSeek, Rolex Forums, Reddit) have no transaction fees, but you're entirely on your own for authentication, payment processing, and fraud protection. Experienced sellers with strong reputations can command market rates. New sellers face skepticism and lowball offers.
Chrono24 charges 6.5% seller fees plus 5% buyer fees. You get global exposure but compete with hundreds of similar listings. Your watch needs to be priced competitively or it sits.
When this makes sense: You're an experienced seller with forum reputation. You have time to wait for the right buyer.
When this doesn't: You're a first-time seller, or you value authentication protection and faster turnaround.
Option 5: Professional dealer consignment
Sale price: $13,800 (priced slightly above market due to dealer credibility and authentication guarantee)
Commission: 10% = $1,380 (for watches over $10K at Royalty Timepieces; 15% under $10K)
Your net: $12,420
Speed: 14-60 days
Here's how dealer consignment works:
You ship your watch to the dealer (fully insured). They authenticate it with their in-house watchmaker. They photograph it professionally. They list it on their website and other platforms using their established dealer reputation.
When it sells, they handle payment processing, buyer questions, and authentication verification. After the buyer's 14-day return period expires and payment clears, you get paid.
The advantage: The dealer's authentication guarantee, professional presentation, and established buyer trust typically command 2-5% above private seller prices. A watch you'd sell privately for $13,500 sells through a reputable dealer for $13,800-$14,200 because buyers pay a premium for verified authenticity and return protection.
Your net after 10% commission is often higher than eBay net and dramatically higher than instant buyout—while the dealer handles all the work.
At Royalty Timepieces, our consignment structure is:
15% commission for watches under $10,000
10% commission for watches over $10,000
60-90 day consignment agreement
Full insurance while in our vault
Professional photography and authentication included
Payout within 7 business days after buyer payment clears + 14-day return window
When this makes sense: You want maximum net proceeds without doing the work yourself. You value authentication protection and dealer credibility.
When this doesn't: You need funds within 5 days.
Why the numbers look different for different watches
The Submariner scenario I used represents a highly liquid, in-demand reference. Your results will vary based on:
Brand liquidity:
Rolex sports models: Dealers pay 15-20% below market (high demand, fast turnover)
Omega/IWC/Panerai: Dealers pay 20-30% below market (moderate demand)
Complicated/vintage pieces: Dealers pay 30-40% below market (longer holding time, authentication risk)
Condition:
Excellent/like-new with box and papers: Top of pricing range
Good condition without papers: Deduct 10-15%
Heavy wear or missing components: Deduct 20-30%
Market timing:
Selling during high demand (holiday season): Better pricing
Selling during market corrections: Lower offers across all channels
The three questions that determine which channel is right for you
1. How fast do you need the money?
Need it today: Dealer instant buyout (accept 15-20% loss for speed)
Need it within 2 weeks: eBay or dealer buyout
Can wait 30-60 days: Consignment or Chrono24
2. How much do you value authentication protection?
Critical: Dealer consignment or eBay authentication
Moderate: Chrono24 with trusted seller profile
I'll handle it myself: Forums (experienced sellers only)
3. What's your time worth?
I don't want to deal with anything: Dealer consignment
I'll manage listings but want authentication: eBay
I'll handle everything myself: Forums or Chrono24
What happened to the client who almost sold to the pawn shop
Remember the Submariner owner who was offered $9,000?
We consigned his watch. Authenticated it (movement verified, serial cross-referenced, condition documented). Photographed it. Listed it at $13,800.
Sold in 26 days to a collector in Texas.
After our 10% commission: $12,420 net to him.
He made $3,420 more by waiting four weeks.
That's not a small difference. That's a small family vacation. That's the difference between a smart financial decision and an emotional panic sell.
Bottom line
The "fastest" selling option is almost never the best financial option—unless you literally need cash in your hand today.
For most sellers:
Dealer instant buyout costs you 15-20% below market
eBay costs you 8-9% in fees/shipping but gives you control
Professional consignment costs you 10-15% but maximizes final sale price and handles everything
The math is simple: Consignment through a reputable dealer with in-house authentication typically nets you 10-20% more than instant buyout, while you do zero work.
You just have to be willing to wait 30-60 days instead of 48 hours.
That patience is worth thousands.
Maximize Your Watch's Value. We Handle Everything.
At Royalty Timepieces, our consignment service is designed to get you the highest possible net proceeds while we handle every detail:
Our consignment structure:
15% commission for watches under $10,000
10% commission for watches over $10,000
60-90 day consignment agreements
Full insurance coverage while in our secure vault
In-house authentication by professionally trained watchmaker
Professional photography and detailed condition documentation
Multi-platform listing (our website, Chrono24, targeted marketing)
Payout within 7 business days after sale clears + 14-day return window
Why sellers choose us:
Authentication credibility - Our in-house watchmaker verification commands premium pricing from buyers who value guaranteed authenticity
Zero upfront cost - No fees unless your watch sells
Transparent pricing - We discuss target pricing together and adjust strategy if needed
Secure storage - Fully insured, climate-controlled vault
Faster sales - Our established dealer reputation and buyer network moves inventory efficiently
Ready to get your watch's true market value?
Submit a consignment request: royaltytimepieces.com
Call for immediate valuation: 201-701-3421
Email photos for quote: info@royaltytimepieces.com
Include: Brand, model, reference number, condition, photos of watch/box/papers
We'll provide a realistic market value assessment and projected net proceeds within 24 hours—with zero obligation.
The difference between a smart sale and a panic sale? One phone call.
Royalty Timepieces | The Royal Standard in Horology
201-701-3421 | info@royaltytimepieces.com | royaltytimepieces.com
Royalty Timepieces is an independent watch dealer and is not sponsored by, associated with, or affiliated with Rolex S.A. or any watch brand manufacturer. All trademarks are property of their respective owners.