At Chrono Hunter, we think there is no bad time to buy a watch. Why should you deny yourself the pleasure? But are some times better than others? Will some seasons yield better value then others?
The answer is yes, up to a point. And we are pleased to advise you when those times are.
The first thing to say is that accredited dealers, those affiliated directly to the manufacturers of the watches they sell, never discount watches. The finest horological houses are very protective of the value assigned to their watches and they will never let them go for less than the list price. There are, though, other enticements that can be offered. Some accredited dealers will treat their best customers to free gifts such as travel cases and winding machines to sweeten the deal. They may also offer preferential finance deals to loyal customers and big spenders. Some of these dealers are more likely to offer these inducements during the periods we will go on to outline.
Dealers that will give discounts, sometimes even selling watches at a loss to liberate funds to buy more stock or move timepieces they have been holding for a while, are ones that buy speculatively then gamble on finding customers.
These dealers are subject to buying cycles, just like many other traders.
Basel World, the biggest exhibition of watches and watchmakers, is held (unsurprisingly) in Basel, Switzerland each March and it is where the cream of the world’s watch makers unveil their new designs and updates of best-selling models for the coming year. Because of this, there is a slight lull in watch buying as keen consumers wait to see what catches their eyes from the new crop. Basel World is followed by a slight peak in sales as consumers and dealers react to innovations in the market. If you are looking for a classic watch that has been in production for a while, late February and early March can be fruitful times to look for value as dealers clear the decks in preparation for new pieces.
People also spend less on watches, as on most things, in the weeks following Christmas, so this can also be a good time to see what dealers are offering. This applies less to the super-luxury market. People who can afford to spend hundreds of thousands of pounds on watches are rarely subject to seasonal cash flow problems. The post-Christmas lull can also be offset by bonus season in the banking world. Most banks issue their bonuses at the end of January or the beginning of summer, so the watch market is often joined at these times by flush city workers.
Chrono Hunter advises those looking for the best value to shop in early January or late February and early March. But we would also humbly like to remind you that our network of certified dealers will give you their best offers whatever the season.