OK, having checked out our TAG Heuer Buying Guide, you now know which watch you’re looking for. Next, you might decide that buying online is right for you. There are lots of places that will take your order..but how do you know what you’ll get? Let’s look at your options.


1. E-retailers/ Authorised Dealer

TAG Heuer E-storeDepending on where you live, TAG Heuer lists a group of Authorised Dealers that are accredited to sell their watches online.  you can be 100% sure that these dealers will sell you an original watch that is backed by an official TAG Heuer warranty. There are several other dealers who have their own websites- some of who are also Authorised Dealers. If the website doesn’t say that they are an official dealer, then they almost certainly won’t be. Many sites try and confuse buyers into thinking that they are official dealers, but unless they specifically mention that they are…then it’s safe to assume that they aren’t.

2. Grey Market Dealers

ShadowsThere are many watch stores online who will sell you a genuine TAG Heuer- yet they are not official dealers. These are called Grey Market dealers. The deal with these guys is that you don’t know what you are going to get, because they buy their stock on the secondary market and not directly from TAG Heuer. What happens to that watch that gets returned to a dealer? Does it get sold to a grey dealer who “fixes’ it and then sells as new? If so, did they use genuine parts, or cheap generic parts? You’ll never know. Another trick is to show a full range of watches, including many that are not in stock. You order your watch and pay your money- and then the dealer goes to work to see if he can find one at that price. If not, you’ve wasted days- more likely weeks until you get your money back. These dealers are not allowed to offer an official warranty, and so will offer their own.

This sounds fine, but if you have a problem with your new $5000 watch, do you want to send it back overseas (as is often the case) to a dealer who will fix as cheaply as possible, or do you want it backed by the brand and dealt with locally? Some buyers will take a chance and save some money buying Grey, but the risks are clear. If you want to be 100% sure that you are buying a new TAG Heuer, and that you can trust what and who you are dealing with, then avoid Grey market dealers.

3. eBay/ Auction Sites

Buying on eBay has been a popular way to buy watches- but the risks are considerable. Unfortunately, replica watches are getting closer and closer each year to the real thing. There are also sellers online who will sell reprinted warranty cards and bags, so that buyers can package up their fake watch with boxes and papers that appear real.

Unless you are very confident that the buyer offering the watch has an unblemished record (and even that can be faked) and you’ve checked our catalogues carefully to compare every detail, then it’s hard to recommend eBay for buying new watches. It is however a fantastic source of parts for 5-10 year old TAG Heuer watches, and even +15 year old models. in some cases, your local AD will have run out of parts to fix your 15 year old watch…but you’ll find them on eBay.

Buying watches online- Swiss Luxury Brands

Given that Calibre 11 is focused on TAG Heuer watches, the advice here is tailored to buying TAG Heuer online- but the principles apply whether you’re looking to buy a Sinn, Omega, Rolex or any other luxury Swiss brand. There are some great websites offering reviews and news of luxury watches that bring you more information than buyers have ever had before. Tread carefully online and you’ll find a great buying experience, whether you’re a seasoned pro or a first time buyer.


  • Park

    Hi. I want to buy my first watch and I also plan to change strap from leather to steel in the future. I would like to know which one would be a very good choise between Carrera 1887 SLR vs CALIBRE 1887


    Thank you

  • Hey, great write up about Grey market dealers!!

    well done! 🙂

  • sacarimports

    somewhat interesting how this one came out. nice!
    – Steph G

  • @j_silva_l

    Your comments about Grey Market sound Good, but, in eBay you can check feedback and if your Seller have several thousand positive Good points and PayPal guarantee, is a good option, I bought a Tag Heuer Kirium CL5110 as new, in 1200 USD and everything GOOD. As people say “Each rule have an exception”

  • Agree- there are some great deals on eBay…but the risks are higher. The more experienced you are in buying watches, the safer eBay is, as you'll know what to look for with fakes, etc.

    But the risks are also a lot higher- that will turn some people off, while others will be fine to roll the dice…


  • 3. eBay/ Auction Sites

    This is the one I don't do and I don't suggest my friend to do. Once I saw a luxury watch listing on eBay and I thought "wow it's good deal with that cheap price with that brand" but it ended up a fake one. Also the picture can mislead the seller. If you really want to buy luxury watches, save some money and check it from different stores.

    Tony – luxury Singapore magazine publisher – http://heart-media.com/magazines

  • tony ford

    i have recenly purchased a wg1110 with polished strap white face water proof upto 200mtrs i cannot find this model anywhere on the web. is there anyone who could help me please.many thanks tony

  • Hi Tony- have you checked our Catalogs? Its an S/el model from the late 1980s/ early 1990s.


  • best cheap camera

    I have had a bout of bad luck with ebay in the last 2 years one was trying to buy a Carrera unfortunately my money was taken and there was no watch really ever for sale. Then my account got hacked, it looked like i purchased something and the person got the money. I don’t know how they do it? I give up on ebay for now.

  • James

    I bought a professional 200 m two tone 18 years ago wonderful watch still wear it all the time , looking at a aquaracer 500 m black dial or a Rolex GMT I wish the resale for the TAGS was better , is this due to the grey markets and is TAG doing anything about price setting for the retailers I see them on overstock and amazon.com for a huge discount. This really hurts your product I purchesed my first TAG at a authorized dealer. But it kills me that I can get the same watch for a grand less on amazon and it kills the resale value. I love TAGS and would like to go to a authorized dealer only i dont like seeing your products everywhere else for less

  • Hi James,

    I know that they do try and stop the grey market- my sense is that it is having an impact. 12 months ago you had the grey dealers all over Google SEO…now, they've been pushed back onto pages 2 and 3. There's a constant battle to identify those retailers that do sell to these outlets.

    There's still a long way to go, but they're certainly trying…

  • David in Ontario

    I have purchased my Tags from authorized dealers and the grey market without a problem. What is the original warranty worth? If you get a large discount, it may be worth taking a chance. What I have done is ask the authorized dealer for a small discount, many will give you one, after all I would never pay full price for a new car why would I pay full price for a watch. Now, if I were to purchase a used watch, I would try to purchase it from a dealer if I could get a fair price. I would never by a used watch on line. My thoughts.

  • joann

    How do I know if a watch that I just bought is a fake or not? The item number is wg133-0.

  • joann

    sorry the item number is wg1322-0

  • Jeony Cris

    can i still buy old models of tag heuer from authorized dealers?….i’ve never been to a real store and i wonder if they still sell the old ones because checking from the official tag heuer site, all they feature were the models of 2013/2014…
    i’ve been looking particularly of tag heuer link cj1110 chrono
    i dont like the risk of buying online so if they dont sell it anymore…i’ll have to reconsider buying the new models….

  • Please I would like to know the difference between TAG Heuer watches and Heuer watches?
    How do I spot the difference?

    How to Get Rid of Skin Tags

  • l beeson

    hava tag heuer 100 model number980 6138 blue face how much

  • l beeson

    tag heuer 1000 model no 980 6138 any value?

  • clownnougat

    Hi not sure if you can help.
    I’m looking for a rough estimate for Insurance purposes (is it worth insuring?) of my old TAG quartz SEL 206.
    Bought it sometime in 1991 and has never let me down. Straps a little lose although wearing it every day its still I one piece. Minor scratches to back plate and could do with a good clean. Not sure about the gasket as whether its still waterproof but still works fine.


  • Merry sitorus

    Hi my name is merry, im loongking for replacement rubber straps for tag heuer f1 1990.. I need some information where i could get the nearest country from inodneisaa.. Need it asap.. Email me sitorume@hotmail.com

  • Pandra

    Hi – where is the cheapest discount place to buy a Tag Heuer watch in Geneva

  • Sometimes you need to be careful while buying watches online as there are many dealers which are not official dealers.