Selling Your Watch: A Three-Step Guide

There's never an easy way out...but here's how to go about it.

Selling a watch is a quiet strategy: a game played with precision and a touch of sentiment. Maybe you’re clearing space for something new, or maybe your taste has evolved—it’s less about letting go and more about moving forward. A watch isn’t just a thing to sell; it’s a story to hand off, a chapter in someone else’s collection waiting to be written.

The process isn’t as daunting as it seems. A few deliberate moves—a fair price, sharp photos, and choosing the right avenue—can tilt the odds in your favor. It’s not about perfection or walking away unscathed; it’s about knowing your value, making the right play, and stepping forward with clarity and confidence.

STEP 1

Know Your Watch and Set Your Price

Every watch has a story. And this time, I don’t mean the sentimental tale of high school graduations or anniversaries. Brand, model, reference number, production year, condition—these are your currency. The original box and papers? They’re extra leverage, the kind that can nudge a buyer’s offer higher. If the watch has wear, own it. Scratches, faded dials, and stretched bracelets are part of the piece’s narrative. Transparency isn’t just good manners—it’s good business. 

Next up: research your market. Think of it like selling a designer bag (a scenario you might know better). You wouldn’t list a bag without knowing whether it’s a limited, seasonal collectible or a coveted classic, would you? The same logic applies. Once you’ve gathered your watch’s specs, dive into the second-hand market. What are other sites or dealers selling your watch for? 

Here, Chrono24 can be a powerful tool. It’s a marketplace just for watches, complete with a feature that tracks how a watch model’s price has shifted over time. Timing matters; markets move and tastes change. Prices that seemed solid five years ago might not hold today—or they might also pleasantly surprise you. A little research sharpens your strategy and ensures you’re coming to the negotiation table with realistic expectations.

Setting the right price is a delicate dance. Go too high, and you’ll scare off buyers; too low, and you’ll undersell yourself. Start by identifying the sweet spot—competitive yet realistic.

STEP 2

Pick Your Selling Strategy

The platform you choose to sell your watch will shape everything—the process, your workload, and ultimately, your payout. Each route has its perks and pitfalls, and the right choice depends on your priorities. 

Are you short on time? A dealer is a good bet. Want maximum profit? Private sales are the way to go. Selling a rare gem? An auction house or a specialized dealer can deliver the audience your watch deserves. Regardless, a little preparation ensures you make the most of the process.

Again, I want you to keep in mind the parallels of selling a designer bag. Let’s break them down: 

DEALERS

Dealers are the fast-food option of the watch world—quick, convenient, and reliable, but rarely satisfying if you’re after the highest return. They’ll typically offer 20–40% below market value to cover their own margins, inventory risks, and the time it takes them to resell.

If you want to offload quickly or don’t want to deal with the hassle of selling yourself, this is the path of least resistance. Expect an efficient process with minimal back-and-forth, but don’t expect to walk away with top dollar unless your watch is a croc Birkin amidst a sea of bags. Still, it’s worth shopping around to find a dealer who best suits your needs (and your watch). Dealers are great for those in a hurry or who value simplicity over maximizing profit.

PRIVATE SALES

Private sales require more effort but reward you with higher returns. This is the path for the patient and detail-oriented—those willing to engage directly with buyers, negotiate prices, and handle the logistics of shipping or delivery (insurance included).

You’ll likely find your buyers through watch forums, specialized marketplaces, or even social networks. Transparency and presentation are key here; sharp photos, honest descriptions, and quick communication will make or break your sale. It’s not the easiest route, but if you have the time, you can often command prices much closer to market value.

However, the watch market, like any luxury space, attracts its share of opportunists. Scammers, lowballers, and time-wasters are par for the course. Stay vigilant and ensure you’re protecting yourself with the standard safeguards: use a platform with seller protection policies, exclusively transact through secure payment methods, and ship with insurance and tracking.

AUCTION HOUSES

Auction houses are the red-carpet route—perfect for rare or high-value timepieces that collectors will clamor for. These venues attract serious buyers with deep pockets, often leading to bidding wars that push prices beyond expectations.

But prestige comes at a cost. Auction houses charge steep fees, typically in the form of seller’s commissions, which can eat into your profits. Additionally, the process can take months from consignment to sale, so patience is essential. 

If your watch is a collectible or a piece with historical significance, an auction house might be your best bet. For anything less remarkable, though, the fees and timelines may outweigh the benefits.

The Cartier Clash watch, released in 2023

STEP 3

Prepare for Presentation

The way you present your watch can make or break the sale. A well-prepared watch not only looks better but also reassures buyers that it’s been well cared for. Start by cleaning it gently—remove dust and fingerprints with a soft cloth, but avoid overdoing it. Polishing the watch to a high shine may seem tempting, but savvy buyers will value originality over a glossy, over-restored appearance, and tampering with the watch’s natural wear can diminish its authenticity.

Focus on presenting it as it is, with care and attention to detail. A watch that feels thoughtfully maintained signals to buyers that it’s ready for its next chapter without losing its charm or history.

Next, if you’re contacting a dealer online or selling the watch yourself, focus on your photos. Think of them as your watch’s first impression and ultimately, the sales pitch. Use natural lighting to capture its true colors and avoid harsh shadows that obscure the details. Take multiple high-resolution shots from every angle: front, back, side, and clasp. Zoom in on unique features, like the dial texture or case engravings, and don’t shy away from documenting scratches or other imperfections—make every detail count. An honest depiction of your watch will attract serious buyers and avoid unnecessary disputes later.

Detail the watch’s brand, model, reference number, condition, and any included accessories, like original boxes, papers, or extra links. Highlight its strengths—iconic design, rarity, or pristine condition—but balance that with transparency about wear or repairs. Buyers appreciate honesty; it sets realistic expectations and builds confidence in the transaction.

The Outcome and The Takeaway

Once your watch is sold, let it go—but that’s often easier said than done. Watches have a way of becoming extensions of who we are, markers of our milestones, and keepers of moments we’d rather not forget. Letting go isn’t just about parting with an object; it’s about releasing a piece of yourself.

A Cartier Tank might symbolize your first career milestone, but selling doesn’t erase its meaning—it reframes it, allowing the story to continue in a different way. Whether you made a tidy profit or took a loss, remember why you sold it in the first place. Watches aren’t just commodities—they’re expressions of taste, moments in time, and love affairs. Fleeting yet unforgettable.