Although buying a pre-owned watch has not been without risks, we have long believed that it can offer exceptional value for the money. In recent times, if such shopping was done online, the three or four main sources of timepieces had remained mostly unchanged.
This stalemate, which marketplaces and online dealers seemed content to tolerate, was to the detriment of the buyers forking over their hard-earned cash. With eBay’s new Watch Authentication Service, we may start to see a new trend regarding where buyers can find the best experience.
In this review, you will learn about the eBay Watches Authentication service as we cover the followings points:
- Pre-Owned Watch Trends
- Before: Buying Pre-Owned Watches On eBay
- Now: Buying On eBay With Authenticity Guaranteed
- What Is The eBay Authenticity Guarantee?
Simply use the links above to jump ahead or scroll down to read it all.
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Pre-Owned Watch Trends
Over the past couple of years, the sources available to those looking to buy a pre-owned watch had remained relatively stagnant. The same can be said for the advantages and disadvantages posed by each.
For instance, a buyer could go the way of a pre-owned watch dealer. In such a scenario, the buyer pays a significant premium for a watch that’s often in “like-new” condition, is guaranteed to be authentic, and carries with it some sort of mechanical warranty.
On the other hand, in an effort to save money or when working with a tighter budget, buyers could look to online marketplaces and forums. Through these avenues, a buyer was likely to find a competitively-priced watch sold in “as-is” condition, without any kind of warranty, and with the seller’s word as the sole guarantee of authenticity.
The players in this game may have changed. Pre-owned watch dealers have come and gone, online marketplaces have popped up and fizzled out. Yet, the trade-off lingered – buyers pay more for guaranteed authenticity, or they take a risk to save hundreds if not thousands on a luxury timepiece purchase.
That is, until now.
Before: Buying Pre-Owned Watches On eBay
eBay has long been known within the watch community for a few things.
Speedy ’57 in the wild
First of all, it’s one of the few places where you can find just about any watch model from any year. As long as someone is actively trying to sell it, it’s likely to be listed on eBay. In other words, if it’s not on eBay, it’s probably not for sale.
Secondly, eBay is also known as the place where buyers can go to get rock-bottom prices. This is likely due to the fact that the platform is used by both small and large-scale sellers to move inventory as quickly as possible.
The former work with tighter margins that translate to lower prices for buyers. The latter are known for using the marketplace as a vehicle to “price down” inventory they wouldn’t otherwise discount on their own virtual storefronts.
Lastly, and closely intertwined with the previous point on low prices, is a vital concern: Present in the mind of any watch buyer is the worry that they’re being sold a counterfeit watch. While widely recognized as one of the best places to “get a deal”, a watch purchased on eBay generally came with no tangible guarantee regarding its authenticity.
IWC Pilot’s Chrono in Ceramic
On eBay, you could buy a watch that someone wanted off their hands quickly so they let it go for below market value. Alternatively, you could also buy a high-end counterfeit sold by an astute (and unscrupulous) individual who understood that the right price can make a buyer forget the old “if it’s too good to be true…” adage.
Even if the chances of buying a counterfeit on eBay were low, it was much higher than the perceived 0% chance of this occurring with a pre-owned watch dealer. One can’t blame the consumer for this reasoning, though. When spending thousands of dollars on a timepiece, many would agree to pay a 10 or 20% premium to be completely certain that their timepiece is legitimate.
This final yet critical aspect undoubtedly led some watch buyers away from eBay’s marketplace and into the hands of dealers across the country.
Now: Buying Watches On eBay With Authenticity Guaranteed
This is not to say that eBay isn’t a massive hub of pre-owned watch sales in the modern-day. In fact, it’s likely one of the largest online wristwatch marketplaces in the world, seeing as how more than 2 million wristwatches were sold on eBay last year.
However, it was clear to the team at eBay that there was room for improvement.
This improvement took the shape of a game-changing initiative: a new Authenticity Guarantee on all items (new or pre-owned) in the wristwatches category that sell for $2,000 or more.
What Is The eBay Watches Authenticity Guarantee?
With eBay’s newest service, any qualifying watch purchased through ‘Buy It Now’ or via auction with a final price of $2k or more will take a slight detour before making way to its final destination.
The guaranteed watches, which will be differentiated on eBay with a blue checkmark and ‘Authenticity Guarantee‘ badge, are shipped to a third-party authenticator upon purchase.
The previously-vetted authenticator verifies that the item matches the listing description and also completes a multi-step physical inspection within two days of receipt.
Once approved, the watch is tagged, a serialized authentication card is produced, and the package is sent out to the buyer. If for any reason the watch does not pass the authentication step, the item is returned to the seller and the buyer is refunded.
The shipping service employed from authenticator to customer is insured, signature-required, 2-day shipping. And while this entails a longer interval from purchase to delivery, it is unlikely that any buyer will mind the wait given that the authentication services are completely free.
It also bears importance noting how this new authentication process will protect sellers. If a buyer decides to open a return, the watch and all the original components must be shipped to the authenticator.
The third-party will once more verify that the watch is in the same condition, all accessories are present, and the ‘security’ tag is still attached before approving the return and shipping the watch back to the seller.
Closing Thoughts
It’s hard to see how eBay’s new Authenticity Guarantee is not a positive change, not only for the most devoted of watch collectors but for the watch community as a whole.
The concern of buying a ‘fake’ watch on eBay was a genuine one. Instead of trying to ignore the issue and hoping it went away (as if this approach ever works), eBay has taken focused measures to mitigate it. Most importantly, they’ve done so in a way that doesn’t deter the price-conscious consumer, which is exactly how many watch buyers can be described.
As a watch collector who has fallen prey to counterfeit eBay watches in the past, I can say that previous to the debut of the Authenticity Guarantee, I would’ve had a hard time buying a watch on eBay again. Now that I’m aware of the additional cost-free authentication step, I would have no issue buying through eBay once more.
Finally, seeing an eComm giant express such a clear interest in protecting its horological clientele shows promise for the watch-buying experience on eBay. As an avid collector of watches, luxurious and not, I can’t help but be enthusiastic about what eBay may come up with next.
But the Authenticity Guarantee is not all that’s new at eBay. They’ve also implemented a partnership with Escrow.com for an additional layer of security in wristwatch sales over $10,000.
You can read more about it, as well as all the details of the Authenticity Guarantee service, over at ebayinc.com or by watching eBay’s video below:
Further Reading
Now that you have read about eBay’s new authenticity program, check out some of our related watch resources:
- Bespoke Unit’s Other Watch Reviews
- Should I Buy A New Or Pre-Owned Watch?
- Why & How To Collect Luxury Watches
- The True Cost Of Owning A Luxury Watch
- Watches Homepage
"Additional buyer protection and guarantees through eBay has made the pre-owned watch shopping experience an exciting adventure again."
Watch Content
Let me tell you how the new eBay authentication process is not a positive. The situation I’m in now is pure hell and the new process is to blame. I purchased a Bremont for $2500 from a seller in AZ on 11/24/20. The watch went from AZ to Stoll in Dayton OH where the authentication took place and was deemed successful. I received the watch on 12/7/20. I discovered the watch was completely DOA – dead on arrival – it would not run. I began an eBay return case on 12/8/20 less than 24 hours after receipt. Now the kicker with the new process – the watch has to go back to the authenticator first then they return it to the seller to complete the refund. The watch arrived at Stoll in Dayton on 12/11/20. To date – now afternoon of 12/17/20 – I have heard nothing about my case and have no idea when my return will be processed. eBay and Stoll have been completely uncooperative and simply ignored my inquiries, and the seller just throws up their hands and says there’s nothing we can do – this is an eBay thing. Meanwhile, the seller has enjoyed my $2,500 for 23 days now and I have nothing – no funds, no watch, and no information. So, here’s a real life example of how this process can actually harm buyers. I leave you feeling frustrated, angry, and cheated by the process.
TGC
Chicago IL
Dear Thomas,
Thank you for your story.
I think this is pretty atypical, as one of our writers had an issue with a watch they had bought and the process could not have been more smooth.
I truly hope this gets sorted out for you. Please keep us updated.
Cheers – Paul
I concur. I purchased a Cartier Ballon bleu from eBay in November from one of their very reputable sellers for 5,000.
I really wasn’t wearing the watch that much so I sold it a few days ago. Sent it to their authentication and received email today the watch is fake. All day dealing with eBay and seller regarding issue both refuse to do anything and said not our problem. 5,000. Was a huge amount for me to make a purchase wanting a nice watch. It seems eBay has screwed me as well as Cash For Goods in Queens New York. It really is depressing and very difficult to realize I’ve been Scammed. eBay customer service is worthless and certainly want protect their buyers. CASH FOR GOODS is still operating on eBay selling very high end watches and jewelry continuing I’m sure to defraud more people daily. eBay is letting it happen.
The author of this article forgot something very important:if ebay approves the sale and authentication why it is the seller’s fault if there is something wrong with the watch? If ebay approved it this means that the watch had passed inspection and it is exactly as described otherwise it will not be shipped to the buyer. If something happens en route between ebay and the buyer that is not the responsibility of the seller since ebay is the check point here to make sure that everything is in order, which it is because the watch was granted the blue seal of approvement.
Here it was it states on ebay’s website “Once the authenticator confirms the item is consistent with the listing title, description, and images, they perform a physical authentication inspection. If the inspector cannot determine that the product is authentic, or if the product is not as described in the listing, the item will be returned to you and the buyer will receive their money back the item will be returned to you and the buyer will receive their money back. If the item passes inspection, it will be shipped to the buyer with 2 day secure delivery, including signature confirmation.”
This unequivocally relief the seller from any issues once the watch has passed the ebay’s approval badge.
You guys do not have common sense period.
Hey KB,
I’m not totally sure what scenario you’re referring to. Ideally, if the watch has already made it past the hands of the authenticator (who is no eBay, this is a 3rd party authenticator) then it should have no issues once it is delivered to the buyer. If there are issues after delivery, they should be resolved between buyer and seller, as with any other item sold through eBay. If something happens between the watch getting shipped from the authenticator to the buyer, the package is insured for the value of the watch so no one comes out losing.
Hope this answers your question.
Rafael
Why did you remove my post? Such a loser if he does not like what someone posts he removes it. You and your site are both waste of time. He is paid by eBay to say something good about this new process of authentication which is all a sham by eBay. So Pathetic!
Hi KB,
Not at all, it was just waiting for us to approve and respond to it when we had the time.
Best,
CP
I have purchased a watch on ebay. It is being sent for authentication. How do I trust the authenticator? How was the authenticator vetted? How do I know the watch will not be tampered with by the authenticator? Will I now have to have my own jeweler check the watch? What do I do if the authenticator keeps some of my watches documentation. How is it a good thing to have another party involved in handling a high end purchase? How is it a good thing to have something shipped twice instead of once? As a buyer, I feel less involved in the process. The seller it seems, is off the hook and I am basically at the mercy of the authenticator. I for one have always felt that the feedback process and communication with the seller gave me confidence or not, enough to buy. Another set of fingerprints on my merchandise does not make me feel any more comfortable.
Hi Todd,
I understand where you’re coming from and that you’d feel comfortable getting authentication from your local jeweller. My argument would be that it’s in eBay’s interest that the process is well-vetted and trustworthy. After all, why would the company have invested in the program if it wasn’t reliable? The last thing that eBay wants is to lose its customers’ confidence when it’s trying to achieve the opposite and reassure them when making an expensive purchase.
All the best,
CP
My friend just purchased a Heuer Monaco Calibre 11 (new) on ebay and it has the blue checkmark of the Authenticity Guarantee. The issue is that the watch is about a thousand dollars less than other new models sold on ebay. I doubt the seller didn’t know this was the case. It has been authenticated, but I’m concerned it might be a very good fake. The price is just too good to be true.
Hey there Amos,
If you’re OK with sharing the details, could you tell me the reference of the watch and the price he paid? I can do some research on my side to see if the price was indeed too good to be true.
Regards,
Rafael
Thanks for responding so quickly, Rafael. It was this Ref. https://www.tagheuer.com/us/en/timepieces/collections/tag-heuer-monaco/39-mm-calibre-11-automatic/CAW211P.FC6356.html. It was sold new on ebay for $3,999.99.
I felt it was too good to be true based on the price and what I know about watches. He hasn’t received it yet, but he said it did pass the ebay Authenticity Guarantee. I’m not confident they’re super-thorough, and I’m concerned it might be a very good replica. The seller is not a regular watch seller on ebay, but all the more reason for him/her to search for the same ref on ebay for pricing. Seems fishy to me.
Hey Amos,
I definitely understand why you’re skeptical. I looked around on the web for active listings and that sale price does border slightly on “too good to be true” though there are still some deals to be had out there. It’s not out of the question that your friend was lucky in finding a seller who wanted to get rid of the watch rather than try to maximize his profit on the sale.
From everything I’ve read online about this service, I’m very much inclined to trust both eBay and the authenticator. Additionally, if the watch included both box and signed papers that match the serial, it would help the case for it being genuine. This being said, I also agree that replicas are getting better each day and this watch, with a relatively common ETA-base movement, could definitely be counterfeited.
At this point, since you have some doubts and perhaps your buddy does too, consider addressing them. One way to do this would be to verify the watch serial directly with the brand. If you have a Tag Heuer AD nearby, you could visit in person, bring the watch and ask them to authenticate it via the serial number. This should be free but if not, consider it a cost of doing business and “deduct it” from the discounted price your friend paid. If you don’t want to make the trip to the AD, it’s possible that TAG could authenticate via email with someone at corporate though I’m not sure.
Whichever way you choose to go, I now feel invested and hope you come back and let me know how it goes!
Best,
Rafael
Rafael,
Let’s hope it’s the genuine article. He did type the serial number on the TAG Heuer site, and it came up as legit. I wonder if serial numbers are copied on replicas. I think it could be the real deal if you believe it’s close to some prices out there, but it’s shocking that such a popular watch would be that much less than the retail price. I did suggest he take it to an AD to have it inspected just to make sure. Thank you so much for your insights, Rafael, and for taking the time to write thoughtful responses. You have been very helpful.
Hi I’ve used the eBay authentication program on at least 8 occasions, my last occasion which is currently still on going, I purchased a ROLEX Datejust, it arrived at the authentication facility 7 days ago, upon doing the verification they managed to lose 2 links, however they say the seller never sent them, so cctv footage is being inspected so they say, this cctv footage neither me or the seller are allowed to see, they have the sellers watch and my money and have no intention of taking any ownership of the current issue, my advice be very careful as a seller and a buyer as eBay will pass any blame your direction.
Hey Russell,
While it may be caught up in the “red tape,” it sounds like the process has worked to protect you. It may take some time to recover your funds but ultimately eBay will do so and you’ll have been saved the trouble of handling this interaction yourself with the seller. Such issues when buying/selling watches will always come up, and while not the best experience for you in this instance, it sounds like it has been satisfactory for you in the past.
Rafael
I just had a watch I was selling go through the authenticator to be decided it could not be authenticated. It was returned to me and buyer was refunded his money. When the watch made it back to me it had a different band on it. It was a brand new watch with a brand new band that came with it. what I got sent back was the watch with a used and broken band. I sent it off with complete trust in eBay’s ethics. I had not bothered to look in to if there were problems with the authentication process. I have been a member of eBay for 15 years. I reported that there was a problem with the band that was returned. I was told they take the side of the authenticator and my claims mean nothing.. There is not even any kind attempt to look in to my complaint. The Authentication Department is hostile towards sellers with claims of Authentication mis-behavior. I asked for the photo records or video records to be reviewed. I was told they don’t use any documentation of that kind. How can they even run a legitimate service of this kind if they don’t keep records like that? If that is true everyone should rethink the caliber of Authentication being used by eBay. It says it is a poor quality operation or eBay’s Authentication Department is lying to me trying to get my to go away. It is personal now. I don’t care how much it costs, I am going to fight this situation. I was done wrong and then called a liar for saying anything about it. .
Hey Lawrence,
Sorry to hear about your negative experience; It definitely sounds like something went wrong here. In my experience in buying through eBay & issues that arose, it’s a bit of a crapshoot when speaking with customer service. In the past, I’ve had to call a couple of different times until I achieved an outcome that I thought was fair. This is to say, you may have to keep trying/calling customer service numerous times & explain the situation until you find a representative who is able to help or willing to do more than the baseline expectation.
I hope you’re able to get this resolved to your satisfaction.
Rafael
If you don’t mind, most likely I will have to take eBay to court or arbitration because of wrong findings, so maybe we can collaborate on the process. I will sue them for not only the amount of sale, but also for ruining a 20 years (100% feedback) eBay reputation.
PLEASE DO NOT ALLOW YOUR WATCH TO BE AUTHENTICATED BY EBAY. I sent a beautiful 18K Rolex for authentication, and they sent me my watch back with a broken stem. They ruined my valuable watch, and blamed the Royal Mail. Do not trust eBay with your valuables, they are extremely dangerous.
Hey there Andrew,
Sorry to hear about your Rolex suffering damage. I suppose the damage could have happened during shipping, though the authenticating facility could have also caused it. While not inexpensive, fortunately the broken stem issue is one that can be relatively simple to fix.
Best,
Rafael
Ebay’s Authentication Program/department is junk! 2 months ago I sent them an item that was purchased from my eBay store, and they sent it back stating that there are stones missing from the multi stone necklace- ruining my reputation in the process, when I got it back, the necklace was in pristine condition, no stones missing!
Today I received another wrong check on a diamonds bracelet. I bought the diamonds from a reputable diamond dealer, and I also made a third party appraisal from a reputable appraisal company before I shipped it out, and there finding was as stated in the listing, again ruining my reputation and most likely I will loose a $11K sale, still fighting there findings.
Most likely It will go to court if they don’t change their findings!
BE CAREFUL DEALING WITH EBAY”S ATHNTICATION DEPARTMENT!!!
Hey Lior,
Really disappointed to hear that you had such a poor experience with eBay as a seller. I am hoping they’re able to make it right for you.
Rafael