As Coronageddon rolls on, watch buyers continue to flock to safety, spending their cash on recognized watch brands like Patek, Rolex, OMEGA, Hamilton, TAG Heuer, etc. The move is leaving lesser-known traditional watch brands and their retailers with piles of unsold inventory. The result (as you will see): Shopworn depreciation! But let’s be careful about one thing . . .
Retail prices are misleading. A great many watches from both well and lesser-known brands never sell at retail. That’s especially true at the very top and bottom of the market (Philip Stein watches are always discounted.) So when you see a watch “on sale” for an enormous discount, the “savings” may be largely or indeed entirely illusory.
With that in mind, I’m focusing on high end men’s watches from shopworn.com. They’re relatively new to the field of “gray market” (new-in-box) timepieces, but making big noise with their BuyBack Partnership Program.
Under its auspices, unsold inventory gets channeled to Shopworn with the manufacturer’s blessing. Struggling Graham Watches is the first and so-far only watchmaker on board.
Meanwhile, Shopworn is selling “unofficial” gray market watches at the same discounts as players like Jomashop, with the same style in-house two-year warranty replacing the manufacturer’s. Here are a few real eye-openers. (No commission paid.)
HYT H1 Iceberg Titanium Manual
HYT currently sells three versions of the HYT H1: silver, black or anthracite cases with bright blue, green or red immiscible liquids. This Shopworn depreciation example was [allegedly] part of a 50-piece production run with palladium gray titanium cases and blue fluid. exquisitetimepieces.com has a “regular” HYT H1 for sale for $55k. The price is worse, but the description is better, assuming a degree in fluid dynamics.
Two flexible reservoirs fixed to each end of a capillary. In one is an aqueous liquid filled with fluorescein, and in the other, a transparent viscous liquid. to keep them separate: the repulsive force of the molecules in each liquid, with a meniscus to mark the boundary between the two. as the hours go by, the fluorescent liquid advances.
The meniscus, in the shape of a half moon, marks the breaking point with the other fluid in the tube, indicating the time. at 18:00, the fluorescent liquid comes back to its original position, going backwards. the secret that gets the reservoirs going? Two bellows made of a highly resistant, flexible electro-deposited alloy, each driven by a piston. And this is where watchmaking comes in to activate the system.
Back in 2012, ablogtowatch.com pegged the price of a titanium HTY H1 at $45k. In 2019, HoDinkee had a black fluid variant at $49k. Did anyone pay $60k for a 48.8mm X 17.9mm thick LE Iceberg? Will anyone pay $33k for it?
Not if they use the Shopworn’s 25% HOLIDAY discount code. That shaves an additional $8250 off the price, walking it down to $24,750. That’s a pretty good deal, n’est-ce pas? That said . . .
Jaquet Droz Tourbillon Retrograde Reserve de Marche Rose Gold
You might think a watch selling for $104,665 below retail (after a 25% sitewide discount) is a steal – and a Shopworn depreciation champ. Well how about this then? eBay’s listing an identical Jaquet Droz Tourbillon Retrograde Rose Gold LE – one of 28 made – for $59,500. That’s an astounding $130,800 off retail.
Here’s the kicker: when I say “identical” I mean identical. It’s the same watch. Shopworn’s listing the JDTR on its own site for one price, on eBay (linking to a different product page) for another. Finding the eBay-directed page would save a buyer $26,135 off the Shopworn page’s $85,635 post 25% discount price.
What does that tell you? That you can’t trust Shopworn depreciation prices? There is that. It also tells you something important: if you shop gray market watches online ask for a discount. In Shopworn’s case, call their customer number (201-399-7339) and say the five words that can pay for your kid’s college tuition: can it be any cheaper? Because guess what? It can.
Romain Jerome Titanic Steampunk Chronograph
Here’s something else to keep in mind: Coronageddon is killing watch brands. While lawyers focus on small details, the dead brand’s inventory hits the gray market for big discounts. So it’s no surprise that Shopworn has heavily discounted the famous Titanic watch above; RIP Romain Jerome. Though you wouldn’t know it reading Shopworn’s LEARN ABOUT THIS BRAND link:
The Swiss watchmaker is a true Manufacture based in Geneva, Switzerland and had a shakeup in 2018 as the brand relaunched with a new creative vision from CEO Marco Tedeschi. Watches are made in limited numbers and produced in-house with sophisticated movements, so prices are in the upper range.
Shopworn is selling the same RJ on Chrono24.com, this time for the same price. There’s a key difference between the two listings: Chrono24.com’s SUGGEST A PRICE button. Again, no matter how spectacular a discount relative to the retail price, the seller is making profit at the discounted price. Haggle!
Buying a watch with Shopworn depreciation is both an opportunity and a danger. Always shop around, check out the brand’s health (factoring in future servicing) and hit Shopworn with the Can It Be Any Cheaper? mantra. There are some fantastic watches on the site, but it’s madness not to be a savvy shopper.