4 | LUXlife Magazine High-end retailers in the global pre-owned luxury watch market are becoming increasingly concerned about the rise of sophisticated counterfeit watches, as so-called “superfakes” become harder to detect and lead to financial losses, according to new research1 from The Watch Register2, the world’s largest and most established international database of lost, stolen, and counterfeit luxury watches. The international study of pre-owned luxury watch retailers across the US, Europe, Asia, and the Middle East revealed growing unease about the scale and complexity of the counterfeit market. While confidence in existing detection processes remains relatively strong, with all respondents saying they are either very confident (44%) or quite Growing Retailer Concerns Over the Rise of “Superfakes” in the Luxury Watch Market • 34% of retailers expressed uncertainty in their ability to identify high-quality counterfeit timepieces • Just 3% of retailers reported that they do not consider stolen watches or high-quality counterfeits to be a risk to the secondary market • 280,000+ watches are now checked by The Watch Register on the global pre-owned watch market per year confident (56%) in their current authentication systems, the emergence of high-quality replicas is testing even experienced dealers. Two-thirds (66%) of retailers say they are confident they could identify a high-end counterfeit watch, however, nearly one in five (19%) admit they would not be able to do so, and a further group (15%) say they could only identify such “superfakes” some of the time. The findings suggest that even among professionals, uncertainty remains when faced with increasingly sophisticated fakes. Only 3% of retailers surveyed said they do not see stolen watches or high-quality counterfeits as a risk to the secondary market. The scale of concern is reflected in the financial impact already being felt by these retailers. One third (33%) reported financial losses as a result of a transaction involving a counterfeit watch over the past three years. Amongst those affected, repeat incidents are common, with seven in 10 of those businesses (69%) saying they had suffered losses on four or more occasions due to undetected counterfeit watches. The typical cumulative loss was estimated at approximately US$13,000, but 12% revealed losses at more than US$20,000. The findings point to a growing challenge for the pre-owned luxury watch market, where authenticity is critical and even a small number of counterfeit transactions can undermine both profitability and trust. Oliver Horner, Business Development Manager of The Watch Register, said: “Counterfeit watches have always been a concern, but what we are seeing now is a step change in quality. “Superfakes” are becoming increasingly convincing, making detection more difficult even for experienced professionals and causing financial loss to businesses. These watches are often accompanied by convincing boxes and papers or sold through trusted networks, creating a perception of authenticity. “While it is encouraging that retailers are investing in processes and tools to identify counterfeit watches, the fact that losses are still occurring, and often repeatedly, shows how sophisticated this market has become. Counterfeits undermine confidence across the entire pre-owned market, making robust and consistent due diligence more important than ever.” Background to The Watch Register database: In 2025 The Watch Register reached a landmark 5,000 lost and stolen watches identified since the service was founded more than a decade ago. In the past year alone, stolen watches identified by The Watch Register have been traced across 34 countries spanning North and South America, Europe, Asia, North Africa, Australia and the Middle East, underlining both the global scale of the problem and the reach of the platform. The Watch Register database, which offers a global 24/7 service, provides a simple way for purchasers of pre-owned watches to check if a watch offered for sale is reported lost, stolen, or counterfeit. The Watch Register combines complex computer algorithms with human expertise and intervention to actively identify lost, stolen, or counterfeit watches on the global pre-owned market. The database is used by watch dealers, jewellers, pawnbrokers and auction houses to identify stolen or counterfeit watches prior to transactions. From the moment a stolen watch is located, The Watch Register’s specialist recoveries team steps in to secure the watch and facilitate a recovery for the rightful owner. Fifty per cent of watches The Watch Register finds are located within a year of the theft and 35% within six months. One third of the stolen watches located by The Watch Register database are offered with box and papers, many of which are fake, therefore buyers should not assume that the presence of paperwork indicates legitimacy of ownership.
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