The Timepiece Journal » watch buying guide

Gübelin, Bucherer, and Embassy are Switzerland's three most prestigious watch retailers, all based in Lucerne. This complete guide answers where to buy luxury watches in Switzerland, which brands they carry, VAT refunds, and the Bucherer CPO programme.

The counterfeit watch market is worth $1 billion annually. Learn 10 universal authentication tests to spot fake luxury watches — covering movement quality, weight, finishing, dial printing, serial numbers, and more.

Dubai is one of the world’s best cities to buy a luxury watch — zero VAT, authorised dealers for every major brand, and a competitive grey market. The complete 2026 guide to buying Rolex, Patek Philippe, Audemars Piguet, Richard Mille, and Cartier in Dubai.