All customers want more value for their money, and if you can help them to buy an Audemars Piguet Royal Oak for less than a quarter of what some newer versions retail for, how could that not be a win-win situation for both sides?
It sounds impossible but you can educate your customers to use pre-owned watches to trade their way up to the watch of their dreams. Not only does it help them achieve wristwear above their current budget, it helps you to gain repeat business.
Still not convinced? Read on for Watchfinder’s step-by-step guide compiled from retrospective data from its site of how (if they’d started their journey in 2006) one of your shoppers could transform £2,500 into one of the greatest watches ever designed.
START WITH £1,500
Buy Panerai PAM00000 for £1,500 (2006 pre-owned price)
Sell Panerai PAM00000 for £2,000 (2007 pre-owned price)
Buy Rolex Submariner 16610 for £2,000 (2007 pre-owned price)
Sell Rolex Submariner 16610 for £2,500 (2008 pre-owned price)
Buy Rolex Sea-Dweller 16600 for £2,500 (2008 pre-owned price)
Sell Rolex Sea-Dweller 16600 for £3,500 (2009 pre-owned price)
Buy Deepsea Sea-Dweller 116660 for £4,500 (2010 pre-owned price)
Sell Rolex Deepsea Sea-Dweller 116660 for £5,500 (2011 pre-owned price)
And finally… Buy Audemars Piguet Royal Oak 15300 for £5,500 (2012 pre-owned price)
This article was taken from the March 2012 issue of WatchPro magazine. To read a digital version of this issue online click here.