i dunno, but the sample piece may be cheaper than the unit price you pay when you actually but the stock, plus then you may have to buy a minimum amount, and thats just of 1 watch model out of 100's available.
The dealers maybe make a decent margin, maybe not, but for some of them, this is their full time job so they're entitled to make a decent amount of money from it.
Will all the enquiries, returns, dud buyers etc they have to deal with, i can think of easier jobs.....
Good on ya for finding someone directly in the factory though!