Buying Panerai on Chrono24: Hard-Earned Lessons and Red Flags

I have been buying on Chrono24 for quite some time. Wanted to share some lessons learned. Some the hard way.

The Actual Condition Does Not Match the Published Condition

I do not get it. Do sellers think we are all idiots? I see quite a lot of listings with declared condition that are not even close to the actual condition of the watch. Just examine the pictures of the listing and make your own opinion.

An example of a dirty trick is for one to use a new strap on an old watch and claim the timepiece condition is better than it really is. From a psychologically standpoint your eyes will be attracted to the strap rather than to the watch. Another trick that is used by some is to use old stickers, or tags, to falsely claim a watch was never worn.

An example. A Submersible carbotech watch listed by a US dealer as ‘very good’ condition. Following examination of the timepiece pictures I have found the watch had a piece of carbotech missing at one of its corners. Dealer claimed he missed it examining the watch. Didn’t continue the discussion.

Another example. A Radiomir gold watch listed by a US reseller. Following examination of the watch pictures I have found the watch was ‘dinged’ at one of its corners and a small piece of it was missing. Didn’t continue the discussion although the dealer claimed it is ‘fixable’.

An Issue with the Mechanical Condition of The Watch

When there is a mechanical issue with the watch there is no way telling upfront unless a dealer discloses it (yeah, right…). 

An example. A Radiomir watch bought from a UK dealer. The item’s condition was listed as ‘very good’ with only minor signs of wear. No mechanical issues listed. Upon receiving the watch, I noticed that there is something wrong with the crown. When being unscrewed before winding it is not going smooth as it should be while the crown does not ‘pop out’ as it should. The dealer swore that his team checked the condition of the watch before shipping. Offered me to return. Told me he would get me in touch with one of his local friends, a collector, to check-it-out and then stopped answering my messages. To cut the story short, this watch had to be serviced by Panerai to get the issue fixed. See also: ‘the right to return’.

Misleading (Flattering) Pictures

A dealer will post pictures of a timepiece, which would hide defects. This will be done using different picture angles selecting the most flattering ones, which would hide said defects.

Another photography tricks are to play with the lighting and to take pictures that are a bit afar from the object. This will hide certain defects when taking pictures.

For example. A Carbotech Submersible bought from a US dealer in ‘Like New & Unworn’ condition. The pictures did not disclose any issues. Upon receiving the watch, it was obvious the watch was worn as it had scratches on the bezel. These scratches cannot be removed, since this is Carbotech. The dealer said he could have made a better job examining the watch. Sure.

Watch Pictures Missing Some Angles

This is yet another red flag. If you see a watch listing that is missing pictures of some watch angles it usually means the dealer is trying to hide something.

No Pictures of Everything You Are Getting

Yet another bad omen. If it is not shown, there is a reason for it. If the watch is coming with box and papers complete, all should be shown in the pictures.

Missing Papers

A huge red flag. Enough timepieces on Chrono24 are missing papers. Just don’t bother. It’s not worth your time as this is a loose-loose situation.

The Same Pictures Are Used in Multiple Listings

I have noticed that in some cases, you may see a US dealer listing with the same pictures of a Chinese dealer listing. The US dealer listing would deliver the watch in 30 days. The Chinese one takes 5 days for delivery. Make the math. You are being played.

Buying from China | A Timepiece Bought in China

Don’t. Just don’t. Most of the world’s counterfeit watch industry is located in China. Don’t take any chances, just don’t.

As a thumb of rule, I do not buy a watch that its papers suggest that it was bought in China either. Counterfeits are getting better and harder to spot. Don’t take the chance of being played.

Chrono24’s Right-to-Return

If you live outside of the EU, or outside of the US, and need to pay additional taxes when importing a watch, good luck to you dealing with the authorities getting your money back. Eventually you will get it back, but it may take time. There are dealers who are very much aware of this and are taking advantage of the fact you already had to pay said taxes before receiving the watch, and you now need to follow your country’s bureaucracy to get it back. In most cases returned shipping will be on your own expanse.

Things You Can Do

Ask For a Video

I started asking for a video of the timepieces I am interested in. If you get an excuse like, the watch is stored someplace else and it’s not possible to provide you with a video, run away. A proper quality video of the watch you are buying will give you a good opportunity to remotely examine, with your own eyes, the actual condition of the watch (not mechanical of course). I also heard other excuses like; the watch is new so any picture will resemble the original manufacture’s pictures. Again, run away. An interesting example is the one I encountered with at least two dealers that upon me sending a request for a video of a watch, claimed the watch was sold. One of them did not bother to remove its listing.

Ask For Any Missing Picture

If I do not see all the included contents in the pictures attached, I ask for those. On one example a watch listed ‘with papers’ ended up having ‘no papers’ and that is a huge value deprecation. The dealer’s excuse was that they have misplaced the warranty papers and that they are sorry. Better to know this before you buy and get the watch.

If you do not have pictures from all angles of a timepiece you are looking to buy, ask for any missing picture. A failure of delivery of said additional pictures is a red flag.

If it Smells, it is Rotten. Stay Away

Learn to trust your gut. If something does not look right, if something does not sound right, if something does not smell right, just walk away. There will be other opportunities.

Not everything is bad on Chrono24. I had dealers being very honest with me, and those are the ones I am trying to buy from when I can. I have built a relationship with some of them, and since we have a mutual trust, it is far easier to buy in good faith like that. A relationship with a trusted dealer is one you would appreciate most and would be beneficial for both parties.