Vet the seller before you look at the watch
The reference number in your search bar tells you almost nothing about what lands in the mailbox. Two listings for the same 720 often come from different factories, and the person reselling them may never have held either one. So the first filter is the shop itself. How long has it been posting? Does it show its own photos of actual stock rather than manufacturer renders everyone else reuses? Can it answer a plain question about the movement without pasting a spec sheet back at you?
Is a Fake Patek Philippe 720 Worth It? An Honest Buyer's Guide
Ask for a timestamped photo of the exact unit. Anyone can recycle an image. A seller who sends a fresh shot with today's date on a card next to the case is telling you something real. One who dodges the request, or replies with three more marketing pictures, is telling you something too.
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Parameters to pin down before you pay
- Case size and thickness. Get the numbers in millimeters, not "large" or "lady size." Thickness matters more than diameter on a slim dress reference, because a chunky case reads wrong on the wrist immediately.
- Movement. Ask whether it is quartz, a decorated automatic, or a cloned mechanical. This drives both price and how the watch feels when you wind or shake it.
- Dial and hands. Confirm the finish (sunburst, matte, lacquer), the marker type, and whether the hands are the right shape. Replica dials are where most of the visible shortcuts live.
- Bracelet or strap. Solid links versus folded links, clasp style, and whether the strap is real leather or synthetic. Ask for a photo of the clasp closed.
- Water resistance. Most reps are splash resistant at best. If a listing claims 100 meters, treat that as marketing copy.
Pitfalls that cost buyers money
- Paying by irreversible method to a seller with no history. Once the money is gone, it is gone.
- Trusting review pages hosted on the seller's own domain.
- Buying during a holiday shipping crunch, then blaming the seller for customs delays.
- Assuming the watch is resellable. It is not a store of value, and no reputable dealer will touch it.
- Skipping the question about spare links or an extra strap. Sizing issues are the most common complaint after arrival.
Shipping, customs, and the honest math
Cross-border parcels carrying counterfeit goods can be seized by customs, and you generally have no recourse when that happens. Build that risk into your budget rather than being surprised by it. Compare two or three sellers on total delivered price, not list price, and factor in whether they reship after a seizure. A cheap seller who disappears when a package stalls is more expensive than a higher-priced one who answers email.
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Finally, decide what you actually want. If the goal is a good-looking dress watch for occasional wear, a mid-tier rep with a solid case and a clean dial will satisfy you more than a top-tier one with a fragile movement you cannot service. If the goal is fooling an expert across a table, no online listing at any price will get you there. Knowing which of those two you are buying for is the single decision that keeps the purchase from turning into regret.