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Good evening everyone!
This column talks about mechanical watches from an engineer's perspective. This is the 43rd installment.
"What is the difference between authorized stores and secondary distribution stores?"
I will be talking about this topic here.
Even if you have a general idea of the difference between an "authorized retailer" and a "secondary retailer" of watches, when it comes to actually purchasing a luxury watch, you may be unsure of which store to buy it from.
This simply comes down to what you value most, and which store you should buy from will determine that.
In this article, we will explain in detail the advantages and disadvantages of "authorized stores" and "secondary distribution stores," so if you are thinking about purchasing a luxury watch, please read on.
"Authorized stores" and "Secondary distribution stores"
An "authorized store" is a store that sells "genuine products" imported by companies that have signed agency or sales contracts with manufacturers. In contrast, a "secondary distributor" is a store that purchases and sells watches that have been sold at authorized stores in Japan and overseas, as well as long-used vintage watches, from general customers and watch dealers.
Although there are differences in procurement routes, they are all unmistakably genuine products created by each watch manufacturer.
1. About authorized stores
Prices are set at the same fixed price throughout Japan , and the main products they handle are all brand new. The fact that you can purchase the same quality watches at the same price at any authorized store is a major point that gives you peace of mind.
In recent years, some authorized stores have also started to handle "certified pre-owned" watches. These are watches that have been properly maintained by authorized stores and are sold with a long-term warranty. Even though they are pre-owned, the fact that an authorized store is involved gives you a greater sense of security.
2. Secondary distribution stores
Official stores sell products from each brand's home country through authorized Japanese distributors, but secondary distributors purchase products from overseas buyers, domestic general users, etc., without going through authorized distributors. Because they do not go through authorized Japanese distributors, their greatest feature is that they can set prices based on market value, without being bound by the Japanese list price.
Even secondary distribution products are genuine watches. However, due to significant differences in purchasing methods and services offered by each shop, the price and condition of watches vary from shop to shop.
Pros and cons of regular stores
1. Advantages of an Authorized Store
Authorized retailers are located throughout the country, and the basic principle is that there is no difference in price, quality, or service at any store. As mentioned above, a major benefit is that you can purchase under the same conditions no matter which store you buy from. Furthermore, after-sales maintenance, which is important for luxury watches, is also repaired by the manufacturer, so you can rest assured even in the event of an emergency. Another point not to be overlooked is that they have staff with extensive product knowledge.
Another advantage is that because they deal directly with manufacturers, they have detailed information about new products and receive them faster than secondary distributors.
2. Disadvantages of Regular Stores
The downside to buying genuine products is the price. It is almost impossible to get a discount on them , so it can be tough for those who want to get the lowest price possible.
Conversely, popular models often sell for more than the retail price, meaning they are often out of stock at authorized retailers and unavailable for purchase. Watches where demand far exceeds supply, such as Rolex sports models, are currently difficult to obtain at authorized retailers.
Furthermore, due to the weak yen and rising raw material costs, there are many watches whose list prices have increased. Recently, brands have been raising prices frequently, and many people are lamenting that they cannot buy the model they want due to price issues.
Advantages and disadvantages of secondary distribution stores
1. Advantages of secondary distribution stores
The biggest advantage of secondary retailers is their wide selection. They can sell watches that fit the store's taste, regardless of manufacturer or affiliation, which is a feature not available at authorized retailers. Furthermore, many stores offer their own unique services and warranties to close the gap with authorized retailers in terms of warranties.
For brands like Rolex, Patek Philippe, and Audemars Piguet, some watches, especially sports models, have been difficult to find at authorized retailers, but they are still available at secondary retailers, albeit at a premium price. While the selling price of these watches exceeds the list price, the fact that you can purchase them immediately when you want them is a major advantage.
Additionally, because secondary distributors purchase from overseas, they also sell many items that are difficult to obtain in Japan. Discontinued models, limited edition models with only a few in the world, and valuable models sold by collectors and enthusiasts are also available at secondary distributors. Another point not to be missed is the wide range of options available to choose from.
2. Disadvantages of Secondary Distribution Stores
Because procurement routes vary from shop to shop, there is a large variation in quality. Shops with lax inspection systems may leave products with scratches on the shelves. For this reason, it is very important to determine whether a shop is trustworthy. Be sure to keep the following points in mind.
・A watch specialty store (with knowledgeable staff)
・Stores are located in highly competitive areas
High online reviews
Shops located in highly competitive areas face fierce competition, and if they offer poor quality service or watches, their reputation will spread quickly. On the other hand, a store that continues to operate in a competitive area is proof that it has maintained high quality for many years, and a store with a particularly high reputation through word of mouth can be said to be one of the criteria for a reliable store.
summary
What did you think?
Whether you buy from an authorized retailer or a secondary distributor depends on what you value. Do you prioritize the reliability of an authorized retailer? Do you prioritize price? Are you prepared for the time and mental strain of a marathon, or do you prioritize delivery time even if it's more expensive?
I think it's best to choose a store to purchase from based on your individual needs, so I think it's best to be flexible in your search for a store to purchase from, rather than deciding that you'll only purchase from authorized stores.
We hope that this article has been useful to you and has sparked even a little interest in luxury watches! If you have any questions, please feel free to ask us directly and we will be happy to answer them. We look forward to your visit and inquiries.
Please look forward to the next one!
