How to avoid luxury watch scams this Black Friday

With Black Friday deals around the corner, it’s easy to be tempted by seemingly unbeatable discounts on luxury watches. If a deal looks too good to be true, it probably is. 

Counterfeit watches have become incredibly sophisticated, often requiring an expert eye to spot them, and falling for one can be costly. 

We want to help you avoid scams and make informed purchases, whether you’re after a Rolex, Omega, Breitling or any other high-end brand.

Start with the price 

The first red flag is always the price. Genuine luxury watches rarely sell for pennies on the pound. If a watch is being offered at a fraction of its retail value, it’s worth stopping for a little think.

Even experienced collectors have been fooled by fakes that look incredibly convincing online.

Rolex – what to check

Rolex remains one of the most counterfeited brands. 

Genuine Rolex engravings are precise and unique for each watch, while fakes often reuse serial and case reference numbers or have poorly executed, oversized lettering.

Authentic Rolex watches have smooth casebacks; visible movements or engraved backs usually indicate a counterfeit.

Since 2002, many Rolex models feature a tiny crown logo etched into the crystal at 6 o’clock. You’ll need a magnifying glass to see it.

Breitling: weight and details matter

Breitling watches are frequently replicated, yet a genuine model feels substantial in the hand. 

Numbers in the calendar window should fill the entire space.

The deep, precise engraving on a real Breitling contrasts with shallow or printed logos on fakes.

Omega: lume, helium valves and date windows

Omega’s craftsmanship is another way to confirm authenticity:

Genuine Omega watches have bright, long-lasting luminous markers and hands. Fakes often use inferior materials that fade quickly.

A helium escape valve should be located just above 10 o’clock; misplacement is a tell-tale sign of a counterfeit.

A luminous dot sits exactly at the centre of the triangle on the bezel. Date numerals should also be proportionate and clear.

Always buy from trusted sellers

Even careful buyers can fall victim if the seller is unreliable, so it’s important to do your homework. Always check verified reviews online, including forums and Google feedback, to see what past customers have experienced. 

A guarantee or certificate of authenticity is also essential. Reputable dealers like us will provide these and happily answer any questions. 

If you’re buying second-hand, try to view the watch in person before making payment, especially when using platforms like eBay or Vinted, to ensure you’re getting a genuine timepiece and avoid costly mistakes.

Ask for a certificate of authenticity

A certificate not only confirms technical specifications but also details the watch’s origin. It’s one of the strongest indicators that your purchase is genuine.

Our experts are on hand to help you navigate the luxury watch market safely. This Black Friday, protect yourself from scams and ensure every purchase is authentic!

We sell genuine new and preworn watches and we provide a certificate of authenticity with purchases. This demonstrates technical specifications of the watch and also reveals where it was manufactured, showing the watch is genuine.

In addition, every unworn and pre owned watch purchased directly from Luxe Watches comes with a 12-month comprehensive watch warranty; this is in addition to any remaining warranty from the brand manufacturer.