As a consumer, your objective is to get the most value for your money. If you’re a smart consumer, you will do your homework to make sure you’re getting the most for the best price. You apply this philosophy when it comes to making any sort of purchase, so why would you not when it comes to purchasing a luxury watch? If this is the first time you’re encountering that term, think brands such as Tudor, Tissot, Rolex, and IWC. While you could go straight to the brand boutique to purchase, finding an authorized dealer can make all the difference when it comes to hidden benefits and advantages. Read on to discover all the little-known ways of adding value to your next purchase and who knows? Perhaps this will influence where you purchase your next watch.

What exactly is an Authorized Dealer?

Often referred to as “AD” in the industry, an authorized dealer is someone who is licensed to sell a product. Think of it as the difference between official and unofficial. AD’s are your purchase’s guarantee that the piece is authentic and comes with a warranty. Any place other than an authorized dealer is known as the gray market, or, a dealer who has acquired the timepieces by unknown means. Take note that gray market does not include sellers of pre-owned or used watches.  Gray market dealers aren’t bound by pricing policy rules from brands, so, while the customer may pay less up front, they will end up spending more in the long run because their piece did not come with any sort of warranty or protection.

Why Should You Purchase from an AD?

Perhaps the biggest benefit to purchasing from an authorized dealer has to do with the warranty. Most watches will come with a basic warranty, but timepieces purchased from an AD will often come with an extended warranty. Additionally, authorized dealers prioritize their relationship with their customers and will ensure that any issue with the product is addressed immediately and properly.

While most ADs have to abide by the price set by the brand, they can offer other advantages such as tracking what their customer likes and putting them on a waiting list for upcoming products. Because they act as a liaison between the customer and manufacturer, the customer is the first to receive insider information on new models. If a customer is looking for something particular, their AD can report to the brand maker and have it in the customer’s hands much sooner than if the customer had to purchase it themselves. In turn, manufacturers prefer their luxury brands to be sold via authorized dealers and are starting to sell exclusive products only through them. AD’s also love to reward their most loyal customers. Some will throw invite-only events to gather other watch enthusiasts to unveil a new product or showcase features of an existing piece.

The Takeaway

Authorize dealers take pride in their products and with their loyal customers. When you purchase through an AD, you are not only securing a luxury piece, you are building a relationship that comes with hidden benefits and extra perks!

Shreve & Co. is proud to be an authorized dealer of many luxury timepiece brands. Visit us in-store & online to explore the watch collections.