Have you ever spotted a Rolex for sale that just doesn’t quite look like a Rolex? Maybe the dial is a unique color or the bezel has big diamonds or is a color combo you’ve never seen on a Rolex before…

Is this a fake Rolex? Or is it an after-market watch?

We break down the crucial difference between these two watch categories and what to look for to ensure you’re getting exactly what you expect.

What are After-Market Watches?
After-market (or custom) watches are, at their core genuine designer watches, but decorated with non-brand approved details. Using a real luxury watch as its base, after-market watches are outfitted with diamond bezels and colorful or printed dials or encrusted (also known as “iced out” or “blinged out”) with pavé diamonds. (Check out our post here to see more examples of after-market alterations.)

Although after-market watches are not illegal, these modifications are not sanctioned by the original brand and therefore nullify the warranty. Moreover, it is important to note that, while the cost of the diamonds used to modify the watch will bring up the overall cost of the after-market watch, after-market watches typically have a lower resale value because brands have not authorized the cosmetic changes.

What are Replica Watches?
While an after-market watch is still fundamentally a genuine designer watch, replica watches are counterfeit or fake watches.

Replica watches are very much illegal—even though some sites will publicize that they carry replica watches and convincing knock-offs of the biggest brand names, particularly Rolex, Breitling, and Audemars Piguet. Even worse, unscrupulous retailers will knowingly sell you a fake designer watch claiming it’s a great deal on an authentic timepiece.

Counterfeit or fake watches can be a tempting way to “get the look,” but there are very serious repercussions to shopping replica watches, from actually having the watch confiscated by the authorities to having your credit card information stolen. Learn more about why you should never buy a phony designer watch here.

How Can I Ensure I’m Not Getting Scammed?
Although after-market watches are legal and there is a large market for them, if you’re not aware that what you’re buying is, in fact, an after-market watch, you can feel duped. Therefore, always read the listing details carefully. All credible retailers will be quick to point out when a dial or bezel is not from the brand and will note that in the product details, connoting that the item you’re browsing is an after-market watch.

As for replica watches, particularly those sold claiming to be authentic, the two immediate red flags are too-good-to-be-true prices and retailers without a return policy. If you’re quoted a price that is significantly lower than its competitors’, it may be because the item is fake and made with cheap materials. In addition, counterfeiters don’t often take the time to make sure their replica is a perfect reproduction of the original. We have some brand- and product-specific guides here that you can use to spot fake designer watches.

If you have further questions about after-market watches, please call our concierge associates at 1-800-690-3736 for help!