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Always buy the seller before the watch, especially if you can’t view it in person. I’ve bought plenty of watches online. I always ask for extra photos and if the seller isn’t forthcoming I just walk away.

If you are looking for the best price on a good watch & it is cheaper online, then buy online. Simple. But if you are looking for the cheapest watch online, then you get what you pay for. Taking your premise to the next level, I believe there are 2 types of watch collectors--those who only buy their grail watches if/when they find them cheap & those who find the best price on the grail watches they buy. The former tend to spend their entire lives looking, the latter owning.