Introduction
Welcome to WatchTradeSale
WatchTradeSale is a private, verified dealer-to-dealer marketplace for serious watch professionals. Every member has been individually vetted — you will only ever trade with fellow verified dealers, not the general public.
The platform is built around two core principles: transparency and speed. Our daily Price Discovery window gives you a live, competitive read on what the market will actually pay today. Our AI-assisted authentication report gives buyers the confidence to act quickly.
This guide walks you through every step — from completing your profile to receiving payment confirmation after a trade. Keep it bookmarked; it is updated whenever the platform changes.
Why WatchTradeSale
Key Benefits
Verified dealers only
Every member passes a manual KYC review before gaining access. No retail buyers, no tyre-kickers — only professional watch dealers.
Daily price discovery
A structured 30-minute window each afternoon (4:00–4:30 PM UK time) surfaces real bids from real dealers. You see exactly what the market will pay today.
AI authentication reports
Upload up to 20 photos and receive a tell-by-tell AI analysis of your watch. Buyers get confidence; you get faster decisions.
No public exposure
Listings are visible only to verified members. Your stock, your prices, and your trading activity remain entirely within the professional community.
Fast listing — under two minutes
The Quick List path gets a watch live with just a description, price, and photos. No lengthy forms when speed matters.
Formal transaction records
Every completed trade generates a Transaction Confirmation Note emailed to both parties, including VAT Margin Scheme guidance.
Onboarding
Getting Started
Apply for membership
Visit watchtradesale.com/signup and complete the Stage 1 application. You will need your full name, business or trading name, email address, mobile number, and country of operation. Tick the professional dealer confirmation and accept the Terms of Business.
Your account number (WT-000XXX) is assigned automatically on submission.
Wait for manual verification
The WatchTradeSale compliance team reviews every application individually. You will receive a confirmation email when your account is approved and set to active. This typically takes one business day.
Sign in and complete your profile
Once approved, sign in at /login with your email and password. Navigate to My Account (/account) to review your dealer profile and optionally complete the Stage 2 KYC — business entity details, registered address, principals, and bank information. Stage 2 is not required to list but strengthens your reputation with other dealers.
Set up a passkey (recommended)
On the My Account page, scroll to the Passkeys section and click Add Passkey. This registers your device's Face ID, Touch ID, or fingerprint as a sign-in method — no password needed on future visits.
Passkeys are device-specific. Register each device you use separately.
Navigation
Your Dashboard
The Dashboard (/dashboard) is your trading home. It is divided into two tabs:
My Listings
All watches you have submitted, with their current approval status (Submitted → Pending Review → Live → Sold). From here you can view a listing, see its authentication report, and track any bids received during Price Discovery.
Transaction Records
A full history of completed trades — both as buyer and seller. Each record shows the watch, the counterparty, the agreed price, and the date. The formal Transaction Confirmation Note is emailed to both parties automatically.
Listing a Watch
Creating a Listing
Click List a Watch in the navigation bar or go to /submit. The wizard has two paths — choose the one that fits your timeline.
Fast List
Live in under two minutes
Best when you need a watch visible immediately. Minimal fields, no authentication report.
- 1Watch details + asking price
- 2Choose Fast List
- 3Upload photos (up to 20)
- 4Review & submit
Authenticated List
AI-verified, higher buyer confidence
Includes a tell-by-tell AI authentication report. Buyers can act faster and with greater confidence.
- 1Watch details + asking price
- 2Choose Authenticated List
- 3Upload photos (up to 20)
- 4AI authentication report
- 5Review & submit
Step-by-step: Watch Details
Photography
Photography Guide
Strong photos are the single biggest factor in buyer confidence. You can upload up to 20 images. The AI authentication report analyses the first 10 photos, so order matters — put your most diagnostic shots first.
Essential shots (photos 1–5)
- Dial — straight-on, well-lit, no glare
- Case side — showing thickness and lugs
- Crown and pushers
- Caseback — full engraving visible
- Bracelet or strap — clasp open and closed
Supporting shots (photos 6–10)
- Serial number on case or movement
- Reference number on case
- Box — exterior and interior
- Papers — open to the relevant page
- Any service stickers or warranty cards
Detail shots (photos 11–20)
- Dial text and indices close-up
- Hands — lume condition
- Bezel — insert condition, any scratches
- Bracelet links — stretch and wear
- Any damage, scratches, or polishing — always disclose
Photography tips
- Use natural light or a lightbox — avoid flash directly on the dial
- Shoot on a neutral background (white, grey, or black)
- Use a macro lens or phone portrait mode for close-ups
- Ensure the serial number is legible — zoom in if needed
- Mobile QR upload: use the QR code on the photo step to shoot directly from your phone
Authenticated List only
Authentication Report
When you choose the Authenticated List path, the platform sends your first 10 photos to GPT-4o Vision for a tell-by-tell analysis. The report examines each diagnostic feature of the watch and returns a structured assessment.
What it checks
Dial text, font, and printing quality; hand shape and lume; bezel insert; crown and pushers; caseback engravings; bracelet construction; serial number format; overall proportions.
What it does not replace
The AI report is a tool to support buyer confidence — it is not a formal authentication certificate. It does not replace physical inspection by a qualified watchmaker or authorised dealer.
How it appears to buyers
The report is displayed on the listing detail page alongside your photos. Each tell is listed with a status — Consistent, Inconclusive, or Not Visible — and a brief explanation.
Regenerating the report
If you add more photos after the initial submission, you can regenerate the report from the listing detail page. The new report replaces the previous one.
Daily Auction
Price Discovery
Price Discovery is a structured daily window where verified dealers bid on live listings. It runs every day from 4:00 PM to 4:30 PM UK time (BST in summer, GMT in winter). Navigate to /price-discovery to participate.
Digest email at 2:00 PM
At 2:00 PM UK time, all verified dealers receive an email digest listing every watch currently available for Price Discovery. Review the listings and decide which you want to bid on.
Reminder at 3:55 PM
A five-minute reminder is sent at 3:55 PM. The window opens at 4:00 PM sharp.
Bidding window: 4:00–4:30 PM
The /price-discovery page shows all live listings with a countdown timer. Place your bid on any watch. The current highest bid is visible to all participants.
Anti-snipe protection: any bid placed in the final 5 minutes extends the window by 2 minutes, up to a hard cap of 5:00 PM UK time.
Window closes
At 4:30 PM (or the extended time), the window closes. The seller is notified of the highest bid. They may accept or decline — there is no obligation to sell at the bid price.
Trade Completion
Completing a Trade
Once a seller accepts a bid, the trade moves to the completion stage. Both parties receive instructions by email.
Seller accepts the bid
The seller confirms acceptance. Both buyer and seller receive an email with the agreed price and next steps.
Physical handover
Arrange delivery or collection directly between yourselves. WatchTradeSale does not handle shipping or escrow — this is a dealer-to-dealer platform and both parties are professionals.
Buyer scans the QR code
On receipt of the watch, the buyer scans the QR code provided in their email. This opens a secure trade questionnaire.
Buyer completes the questionnaire
The buyer answers a short series of questions confirming the watch matches the listing description, condition, and any accompanying items. Their explicit declaration determines the outcome.
Transaction Confirmation Note issued
On successful completion, a formal Transaction Confirmation Note is emailed to both parties. It includes the watch details, agreed price, buyer and seller account numbers, and a VAT Margin Scheme disclaimer.
Keep this document for your records — it serves as evidence of the transaction for accounting and compliance purposes.
Account Management
Account & Security
My Account (/account)
View and update your dealer profile, complete Stage 2 KYC, manage passkeys, and delete your account. Your account number (WT-000XXX) is permanent and appears on all transaction records.
Changing your password
Use the Forgot Password link on the login page (/login). A reset link is sent to your registered email address. For security, reset links expire after a short period.
Passkeys
Register a passkey on the My Account page to sign in with Face ID, Touch ID, or your device fingerprint. Each device must be registered separately. You can remove a passkey at any time from the same page.
Suspension and reactivation
Accounts that breach the Terms of Business may be suspended by the platform administrator. If you believe your account has been suspended in error, contact the WatchTradeSale team directly.
Deleting your account
You can permanently delete your account from the My Account page. This action is irreversible. All your listings and transaction records will be removed. Type DELETE to confirm.
FAQ
Frequently Asked Questions
Ready to list your first watch?
Head to your dashboard and click List a Watch to get started. The whole process takes under five minutes.