Buying a luxury watch should feel exciting, not stressful.
But the truth is… the watch world has scammers everywhere.
Fake Facebook groups.
Fake references.
Fake dealers.
Fake watches that look real even to seasoned watchmakers.
The watch isn’t the most important part of the deal.
The seller is.
If you don’t know who you’re buying from,
you are one bad transaction away from losing thousands — even tens of thousands — of dollars.
So here’s the truth about sourcing watches safely,
and how to protect yourself in a market full of fakes.
1. Always Start With the Seller — Never the Watch
Anyone can post a Daytona or a Royal Oak online.
Anyone can screenshot a picture from Chrono24, a dealer’s page, or a real collector’s Instagram.
The watch isn’t the most important part of the deal.
Markus
The seller is.
Before you ever discuss price or condition, ask:
- Who is this person?
- How long have they been in the watch community?
- Do people vouch for them?
- Can you actually find them online?
- Do they have a phone number, a business page, or a physical location?
- Do they show their face?
If the seller looks like a ghost, run.
In the luxury world, anonymity is a red flag.
2. Check References — This Is Non-Negotiable
In the watch community, references are everything.
A reputable dealer should be able to give you:
- Names
- Phone numbers
- Past clients
- Other dealers
- Screenshots of successful deals
- Testimonials
- People who are willing to vouch for him instantly
If someone can’t provide references,
or they only give one…
or worse, they stall…
That’s a scammer.
A real dealer has dozens — often hundreds — of people who will vouch for him.
3. Beware of Fake Facebook Groups (This Is Huge)
This is where scammers are getting smarter. Some fake groups are exact clones of the real ones:
- Same cover photo
- Same group name
- Same profile pictures
- Same pinned posts
You drop your guard because everything looks real.
Do not trust a Facebook group at face value.
Always click:
- Group creation date
- Admin profiles
- Member count
- Past activity
- Linked pages
If anything looks new, empty, or unusual, leave.
4. Do Not Rely on Photos Alone
Anyone can send you:
- Stolen images
- AI-edited pictures
- Photos of someone else’s watch
- Pictures pulled from a dealer’s Shopify
- Photos cropped to hide flaws or fake details
You need one of the following:
- Timestamped photos
- Photos with today’s date
- Photos with your name written on a paper beside the watch
- A video walk-through
- A FaceTime call showing the watch in hand
If the seller refuses a custom photo or a quick video call,
that’s because they don’t have the watch.
5. The “Easy To Find” Test
Here’s one of my personal rules:
If I can’t find you, I don’t buy from you.
Ask yourself:
- Can I find this person on Instagram?
- Do they have a business website?
- Do they show their face?
- Does their name come up on Google?
- Are other dealers connected to them?
- Does their phone number connect to their real identity?
- Do people tag them? Mention them? Interact with them?
Scammers hide.
Legitimate dealers are visible.
Because real dealers don’t fear being known.
6. Watch Out for Sudden “Deals Too Good to Be True”
A $45k Daytona for $32k?
An AP Offshore $10k under market?
A Patek Nautilus with no waitlist and no questions asked?
No.
High-end watches don’t magically fall out of the sky.
If someone is offering a crazy price, they’re either:
- Selling a fake
- Selling nothing
- Selling a stolen piece
- Or they plan to disappear after you send money
If the price feels too good to be true, it probably is.
7. Use Watchmakers and Verification — Every Time
I double-verify every watch I source:
- Verified before it’s shipped to me
- Verified again by my personal watchmaker
If your seller doesn’t work with a licensed watchmaker
or they avoid third-party verification, walk away.
A real dealer is never afraid to let the watch be inspected.
8. Trust Is Built, Not Claimed
Real dealers don’t say “trust me.”
Their clients say it for them.
Look for:
- Testimonials
- Repeat clients
- High-level business owners
- Local jewelers who work with them
- Verified transactions
- Transparent communication
- Long-term presence
A scammer rushes you.
A real dealer educates, answers questions, and takes his time.
Final Thoughts: The Watch Is Secondary — The Seller Is Everything
I’ve built Marx Watches on one belief:
People don’t buy watches.
They buy confidence.
They buy safety.
They buy relationship.
If you’re sourcing a watch, whether it’s a Rolex Submariner or a Patek Nautilus,
do it with someone who has a name, a reputation, and a community that stands behind him.
If you ever need help verifying a seller or sourcing a watch safely,
I’m here to guide you.
Your watch should elevate your life, not become the most expensive mistake you’ve ever made.
