The Importance of Buying from an Authorized Retailer: How to tell a Fake from the Real Deal

This blog was originally posted at www.maconscene.com on September 22, 2010. A note- the manager, Fred, who I interviewed, is no longer with Reeds Jewelers but the information still applies. Thanks!

Ok, so I used to work at Reeds Jewelers when it was still Carlyle and Company and it was at that time that I learned the importance of purchasing a Tag Heuer or Rolex from an authorized retailer. A lot of people get burned when they don’t purchase in that way. For instance, not only could you get a fake but you could get a real one that has been tampered with in some way and then Rolex or Tag will refuse to work on it. In some cases, if it is stolen, since Rolex keeps a file of all purchased watches they will return it to the original owner. Ouch.

So how can you prevent all of this? Besides purchasing from an authorized retailer, here are some tips to let you know just how important it is to do so:

Model Number: every numeric symbol on a Tag or Rolex has a meaning, they represent something specific. The codes are not randomly placed. Example: Tag Heuer, the 1st letter represents the type of watch (watch vs. chronograph, so “W” or “C”); next one or two letters is the series ( ex: AC for Formula 1); next number is the movement (ex: 1= quartz or 2= automatic); etc.

Authentic Tags how a serial number engraved on the back of the watch casing as well.

Rolexes are more complicated, serial number is engraved at the 6 o clock side of inner ring and the watch casing. So you can only see this if you remove the bracelet. The model number is on the 12 o clock side. And just like the example I provided about for the Tag coding, the same holds true for Rolex.

Counterfeits just cannot get it right plus like I said before, online you just can’t tell. Someone can take a picture of a real one and then send you something else. And even if you do purchase a real one online the serial number could’ve been removed. Why? Well, if it’s stolen for instance. And if it’s stolen and the serial number isn’t removed well then guess what – you are out of a watch and your money because it gets returned to the original owner. The one who did purchase at an authorized retailer, since that’s the only way ownership is established in the Rolex main database.

There are other signs that a watch isn’t real, such as the weight, the underside of a Rolex- if the gold links are not gold all the way around, dial colors can be off, size of watch links, thickness of links, and sometimes the ticking of the second hand- Rolexes do not tick.

So what are the benefits of purchasing from an authorized retailer? Besides not getting screwed over and perhaps even financing terrorism (oh I didn’t mention that? oh yes a lot of counterfeiters are terrorists) you have: piece of mind, international warranty, and there is NO SUCH THING AS A NICE FAKE.

Happy shopping! Go see Fred and the girls at Reeds!