How to Buy a Luxury Watch Online: Advice from Christie's - Men's Journal mens luxury watches online

How to Buy a Luxury Watch Online: Advice from Christie's Credit: Christie's by Jim Shi

Luxury watches are having a moment. As online forums, blogs, and social media brings communities of collectors closer together, brands and retailers have responded by making their businesses more convenient for modern consumers. Last month, Christie's opened its first ever online  watch shop , an e-boutique of rare and vintage timepieces. The launch signaled a major step forward for the legendary auction house, which has long dominated live auctions and art sales, in reaching new generations of collectors who primarily shop online.

On Wednesday, June 11, Christie's will offer 360 rare watches valued at more than $9 million in Important Watches , a sale that has enthusiasts across mens-luxury-watches-online-rid-0.html. breitling chronomat 44 gmt ab0420the world salivating, prodded by teasers on the the auction house's  Instagram and Twitter accounts.  Men's Journal  spoke with Reginald Brack, the international head of watch retail at Christie's, about the hottest new brands, how to navigate the online luxury watch market, and why Instagram loves #wristcandy.

What's more important when buying a watch: gut instinct or return on investment?
At Christie's, we consider watches to be art and advise clients to buy what they love, not just for investment purpose. That said, when you're spending a substantial sum, we're constantly thinking of our clients' exit strategy. What happens if they change their mind? What will it be worth? Based on past sales and where we think the market is going, we're able to give recommendations. 

RELATED: The Case for Used Luxury Watches


For new watch collectors who don't have a ton of spare cash to invest in new timepieces, where to begin?
My go-to watch is an Omega, either the Speedmaster or Seamaster. The value is great for what you get. One of the highlights from our upcoming Important Watches sale  is a stainless steel 38mm 1936 Omega with scepter dial. The estimate is $5,000 to $8,000, though I’m sure it'll go for the tens of thousands. But you can get a great entry level vintage Omega for a reasonable price – and it gives you instant street cred.

Do most expensive and rare timepieces still go directly to auction, or is the Internet changing that process?
There are plenty of dealers bidding and winning those pieces in order to resell them, and plenty of clients who have shifted to buying online. Our online watch shop came about due to an overwhelming demand from collectors asking us to find this watch or that watch. In many cases, we'll do a video on a particular watch along with full cataloging and conditioning reports. For the younger generation that's used to buying online, it's more convenient.

Why are vintage watches so popular right now?
Savvy collectors recognize that buying on the secondary market is a safe bet because the watch is valued right at market. With brands like Rolex, their modern product has evolved so greatly from what it used to look like that people seeking a different look– particularly with Rolex sport models – are after that elusive, perfectly-preserved time capsule. 

RELATED: How to Start a Vintage Watch Collection


This year is Patek Philippe’s 175th anniversary. Next year is Vacheron Constantin’s 260th. Do milestones influence prices for collectors?
I think they do. A lot of Patek collectors are eagerly awaiting the new releases [in October]. It brings awareness back to those legendary brands. Also, themed sales, like Christie's record-breaking 2013 50th anniversary auction of 50 Rolex Daytonas , can be powerful for brand awareness.

What three brands are on the verge of becoming major collectibles?
F.P. Journe  has a cult following. They're great machines and beautiful works of art. Greubel Forsey  is pushing the boundaries of conventionality; those watches are so appealing to collectors who want something over-the-top and different. And Richard Mille  is always doing well at auction; they have such a different look and were so cutting-edge when they debuted. 

How has Instagram impacted watch collecting?
Instagram has been a community builder. It's a powerful tool for watch collectors because there's nothing watch nerds love better than wrist shots. Social media and watch collecting go hand-in-hand. I'm constantly checking out what world-class collectors and dealers around the world are buying, selling, what they like and don't like. [For weekly wristcandy, follow @christiesinc ] 

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56% OFF Seiko Solar Chronograph Alarm Black SSC095 SSC095P1 SSC095P Men's Watch

Model: SSC095P1

US $425.00 US $185.00

+ Add to Cart Features: Black Ion Plated Stainless Steel Case Black Ion Plated Stainless Steel Bracelet Caliber V172 Solar Powered Quartz Movement (Powered By ... more info

37% OFF Seiko Automatic Sports SNZG13 SNZG13J1 SNZG13J Men's Watch

Model: SNZG13J1

US $230.00 US $145.00

+ Add to Cart Features: Made In Japan !!! Stainless steel case Stainless steel bracelet Lumibrite hands and markers Black dial See-through case back Day and date ... more info

59% OFF Casio G-shock Gravity Defier GWA-1000FC-5A GW-A1000FC-5A GWA1000FC-5A Men's Watch

Model: GWA-1000FC-5A

US $805.00 US $330.00

+ Add to Cart Features: Case / Bezel Material Resin Resin Band Shock Resistant Triple G Resistant Mineral Glass / Spherical Glass Solar Powered Multi-Band 6 Atomic ... more info

38% OFF Hamilton Khaki H68411533 Men's Watch

Model: H68411533

US $410.00 US $256.00

+ Add to Cart Features: Stainless Steel Case Dark Brown Leather Strap Quartz Movement Caliber ETA 955.112 Scratch Resistant Sapphire Crystal Black Dial Analog ... more info

55% OFF Seiko Quartz Sportura Chronograph SNAE63 SNAE63P1 SNAE63P Men's Watch

Model: SNAE63P1

US $610.00 US $275.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Anti-Reflective Coated Sapphire Crystal Screw Case Back Black ion-plated bezel with ... more info

58% OFF Seiko Solar Alarm Chronograph SSC087 SSC087P1 SSC087P Men's Watch

Model: SSC087P1

US $425.00 US $179.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Caliber V172 Solar Powered Quartz Movement (Powered By Light, No Need For A Battery) Hardlex ... more info

51% OFF Seiko Sportura Kinetic Perpetual SNP089 SNP089P1 SNP089P Men's Watch

Model: SNP089P1

US $890.00 US $440.00

+ Add to Cart Features: Stainless Steel Case Leather Band Kinetic Movement Caliber 7D48 Sapphire Crystal Glass Perpetual Calendar Correct To Year 2100 Leap Year ... more info

57% OFF Tissot T-Classic Automatic III T065.430.16.031.00 T0654301603100 Men's Watch

Model: T065.430.16.031.00

US $830.00 US $359.00

+ Add to Cart Features: Stainless Steel Case Brown Leather Strap Automatic Movement Caliber 2836-2 Sapphire Crystal White Dial Index Dial Type Buckle Clasp Day And ... more info

13% OFF Grand Seiko Quartz SBGX063 Men's Watch

Model: SBGX063-

US $2,369.00 US $2,064.00

+ Add to Cart Features:Stainless Steel CaseStainless Steel BraceletMade in JapanQuartz MovementCaliber 9F62Non-Reflective Sapphire CrystalSilver DialAccuracy +/-10 ... more info

53% OFF Orient Bambino Classic Automatic ER24003W Men's Watch

Model: ER24003W

US $275.00 US $128.00

+ Add to Cart Features: Orient Bambino Series Gold Plated Stainless Steel Case Genuine Brown Leather Strap Caliber (ER) 48743 Self Winding Automatic Movement 21 ... more info

51% OFF Orient M-Force Automatic Air Diver SEL03004B0 EL03004B Men's Watch

Model: EL03004B

US $570.00 US $282.00

+ Add to Cart Features: Stainless Steel Case Urethane Strap Automatic Movement Caliber 40N5A Sapphire Crystal Black Dial Stainless Steel Unidirectional Bezel Power ... more info

60% OFF Hamilton Khaki Aviation Pilot H64611535 Men's Watch

Model: H64611535

US $830.00 US $329.00

+ Add to Cart Features: Stainless Steel Case Brown Leather Strap Quartz Movement Caliber ETA 955.422 Sapphire Crystal Black Dial Luminous Hands and Markers Day And ... more info

53% OFF Tissot T-Sport V8 Chronograph T36.1.316.72 T36131672 Men's Watch

Model: T36.1.316.72

US $590.00 US $277.00

+ Add to Cart Features: Stainless Steel Case Brown Leather Strap Quartz Movement Caliber G10.211 Sapphire Crystal Ivory Dial Date Display Chronograph Function ... more info

54% OFF Orient Star Retrograde Power Reserve DE00002W Men's Watch

Model: DE00002W

US $840.00 US $389.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Automatic Movement Caliber 40A50 Sapphire Crystal With Anti-Reflection Coating White Dial ... more info

13% OFF Seiko Astron High-Intensity Titanium SBXA003 / SAST003

Model: SBXA003-

US $2,270.00 US $1,978.00

+ Add to Cart Features: High-Intensity Titanium Case High-Intensity Titanium Bracelet Made In Japan GPS Solar Caliber 7X52 Sapphire Crystal with Super-Clear ... more info

11% OFF Grand Seiko Automatic 72 Hours SBGR071

Model: SBGR071-

US $3,886.00 US $3,444.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Automatic Movement Caliber 9S65 35 Jewels Hack/With Hand-Winding Made in Japan Sapphire With ... more info

53% OFF Seiko 5 Sports Automatic Pilot SRP617 SRP617K1 SRP617K Men's Watch

Model: SRP617K1

US $420.00 US $199.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Automatic Movement Caliber 4R36 24 Jewels Hardlex Crystal Black Dial Bezel With Markers And ... more info

13% OFF Seiko Automatic Presage 23 Jewels SARX013 Men's Watch

Model: SARX013-

US $605.00 US $527.00

+ Add to Cart Features: Made In Japan Stainless Steel Case Stainless Steel Bracelet Automatic Movement Caliber 6R15 23 Jewels Sapphire Glass White Dial Luminous ... more info

62% OFF Orient Dual Dial Automatic FXC00003B Men's Watch

Model: FXC00003B

US $420.00 US $161.00

+ Add to Cart Features: Stainless Steel Case Genuine Leather Strap Dual Dials Right Dial - Mechanical Movement & Left Dial- Quartz Movement Mechanical Movement ... more info

53% OFF Hamilton Intra-Matic Automatic Black Dial H38755731 Men's Watch

Model: H38755731

US $1,190.00 US $561.00

+ Add to Cart Features: Stainless Steel Case Black Leather Strap Automatic Movement Caliber ETA 2892-2 Swiss Made Sapphire Crystal Black Dial Silver-Tone Hands and ... more info

57% OFF Seiko 5 Sports Automatic SRP631 SRP631K1 SRP631K Men's Watch

Model: SRP631K1

US $390.00 US $166.00

+ Add to Cart Features: Black IP Stainless Steel Case Black IP Stainless Steel Bracelet Automatic Movement Caliber 4R36 24 Jewels Hardlex Crystal Black Dial Day ... more info

47% OFF Hamilton Khaki Field Automatic H70515137 Men's Watch

Model: H70515137

US $845.00 US $445.00

+ Add to Cart Features: Stainless steel case in brushed finish with polished bezel ring Stainless bracelet with triple-folding safety clasp Scratch Resistant ... more info

13% OFF Casio G-Shock RANGEMAN Atomic GW-9400BJ-1JF Men's Watch

Model: GW-9400BJ-1JF-

US $544.00 US $474.00

+ Add to Cart Features: Resin Case Resin Strap Mineral Crystal Shock Resistant Solar Powered MULTI BAND 6 Altimeter Barometer Thermometer World Time 48 Cities ... more info

58% OFF Seiko Automatic Sports SNZG11 SNZG11J1 SNZG11J Men's Watch

Model: SNZG11J1

US $300.00 US $125.00

+ Add to Cart Features: Made In Japan !!! Stainless steel case Nylon strap Lumibrite hands and markers Dark Blue dial See-through case back Day and date display at ... more info

55% OFF Seiko 5 Sport Automatic Japan Made SKZ211 SKZ211J1 SKZ211J Men's Watch

Model: SKZ211J1

US $465.00 US $210.00

+ Add to Cart Features: Stainless Steel Case Stainless Steel Bracelet Caliber 7S36 Made In Japan Automatic Self Wind Movement 23 Jewels Scratch Resistant Hardlex ... more info

Displaying 1 to 100 (of 1558 new watches)   1    2    3    4    5   ...    [Next >>]  

WATCHES Sort by Featured featured price high to low price low to high new arrivals top rated 63 Products View 2 4 michael kors access Bradshaw Silver-Tone Smartwatch $420.00 michael kors access Bradshaw Gold-Tone Smartwatch $420.00 michael kors access Bradshaw Black-Tone Smartwatch $420.00 michael kors access Bradshaw Navy-Tone Smartwatch $420.00 michael kors access Bradshaw Embossed-Leather Smartwatch Strap $60.00 michael kors access Bradshaw Leather Smartwatch Strap $60.00 michael kors access Bradshaw Silicone Smartwatch Strap $50.00 michael kors access Dylan Silicone Silver-Tone Smartwatch $420.00 michael kors access Dylan Silicone Gold-Tone Smartwatch $420.00 michael kors access Dylan Silicone Rose Gold-Tone Smartwatch $420.00 michael kors access Dylan Silicone Black-Tone Smartwatch $420.00 michael kors access Dylan Leather Smartwatch Strap $60.00 michael kors access Dylan Leather Smartwatch Strap $60.00 michael kors access Dylan Silicone Smartwatch Strap $50.00 michael kors access Dylan Silicone Smartwatch Strap $50.00 michael kors access Dylan Silicone Smartwatch Strap $50.00 michael kors access Slim Runway Gold-Tone Hybrid Smartwatch $300.00 michael kors access Slim Runway Black-Tone Hybrid Smartwatch $300.00 michael kors access Gage Silver-Tone and Leather Hybrid Smartwatch $355.00 michael kors access Smartwatch Charger $35.00 michael kors Lexington Gold-Tone Interchangeable Watch Set $390.00 michael kors Lexington Pavé Rose Gold-Tone Watch $420.00 michael kors Lexington Blue-Tone Watch $335.00 michael kors Walsh Gold-Tone Watch $355.00 michael kors Walsh Silver-Tone And Silicone Watch $300.00 michael kors Saunder Rose Gold-Tone And Silicone Watch $300.00 michael kors Saunder Black-Tone Watch $335.00 michael kors Bradshaw Two-Tone Watch $300.00 michael kors Jaryn Gold-Tone Watch $300.00 michael kors Lexington Gold-Tone Watch $420.00 michael kors Greer Navy-Tone Watch $595.00 michael kors Greer Gold-Tone Watch $500.00 michael kors Dylan Pavé Gold-Tone And Silicone Watch $390.00 michael kors Lexington Gold-Tone Watch $335.00 michael kors Lexington Gold-Tone Watch $335.00 michael kors Lexington Two-Tone Watch $335.00 michael kors Lexington Silver and Gold-Tone Watch $335.00 michael kors Bradshaw Gold-Tone Watch $300.00 michael kors Oversize Bradshaw Gold-Tone Watch $300.00 michael kors Watch Hunger Stop Oversized Bradshaw 100 Gold-Tone Watch $355.00 michael kors Slim Runway Gold-Tone Stainless Steel Watch $235.00 michael kors Briar Gold-Tone Watch Was $300.00 Now $210.00



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