The Retail Watch Shopping Experience: Consider Not Going Through It Watch Buying

As a watch lover you probably spend more time looking at watches rather than actually buying them. If we bought every watch we liked, assuming the outrageous possibility that we could afford it, we would not have any room in our homes for much else. Thus, we peruse available watches online, in stores, and in magazines. Not to mention what we see on the wrists of others.

That process probably results in us spending a good deal of time in watch stores. Sometimes there is only so much you can learn about a watch from a website. A watch that looks good by itself, does not necessarily look good on one’s wrist. The size of your wrist and skin tone can effect how an otherwise great watch can look on you. This comes out very clearly when you try on watches, as the feeling you have when you put a watch on range from, “no,” to “yeah…” (coupled with a giddy smile). Thus, much of the time you are going to want to try on watches, or simply browse in a watch store.


So, you’d like to think that watch stores would be receptive to this, but much of the time spent at a fine watch store is often a trying and upsetting experience. Most of the time, you have to interact with impatient, snobby, and downright rude salespeople. First, we need to consider the fact that these people are getting paid via commission. The second they learn that you probably aren’t going to buy something that day, they give you the cold shoulder as though you have leprosy. Watches are expensive, and usually not an impulse buy. Watch salespeople know that one customer may come in for weeks on end trying on the same watch before deciding to buy. They should be overly gracious, interested in talking with you, and showing you whatever you want. This would effectuate in engendering a comfortable dialogue between watch provider, and watch enthusiast. Not the buyer and seller dynamic that is the typical result. This issue really needs to be addresse, but you’ll find that some small watch retailers are doing a better job at it.

Much of the time when I go into a watch store, I will enjoy talking about the style, price, and movement, and design of the watch. Half the time the retail people have no idea what I am talking about, and even more of the time, they could care less. The experienced retailers so consumed with the fact that they sell expensive watches that their behavior is so arrogant as to completely turn me, and likely yourself, off to the prospect of buying a watch with them.

Watch makers should watch out for this. Do they really want some stuffy salesperson such as that, marketing their goods? Terrible branding especially with the nouveau riche. Sell me on buying a watch from you – there is a lot of competition about there – don’t turn me off to working with you at all. Watch retailers need to be more interested in getting potential buyers into being real buyers. I would gladly spend a little bit more money buying a watch from a seller who I think is going to be there for me pre and post sale. For questions, issues, and future purchases. Be my partner in watch loving. Don’t be the unpleasant middleman I have to go through to get something I want. I can go elsewhere.


It would be easy to go into more details, but most of you already know what I am talking about. Because watches are almost universally available online, I would recommend buying a watch from an online seller rather than a brick and mortar retail location. You are going to get a better price, and not feel like a second rate purchaser in the process. However, know this, some watches are very hard to get. Especially German watches, and will have a handful of dealers in the US, if any. At times like this you may need to go into a watch store. If they are giving you the attitude, simply say that, they may be the only retailer of such watch, but there are many decent, if not better alternatives. It would be in their best interest to promote the brand, than be pretentious about it. Simply one man’s advice.



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