The Breitling Watch Source Forums

I'm just trying to get a general census. What does everyone think the dealer mark ups are on these watches?

I would guess theres about 40-50% profit margin.

No need for me to guess. In Canada the AD pays the distributor 45% of the list price, but the AD and the distributor are both the same company.

That doesn't really tell the whole story though - that doesn't take into account the store overheads, the staff salary and commission costs, the cost of maintaining inventory, etc.

Are you saying there is no distributor in Canada and the ADs up here buy directly from Brietling?

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Breitling Super Avenger
Rolex Submariner

Sort of. The largest national AD (La Swiss) and the distributor (Grigoros) are part of the same company. There is still a Breitling - Grigoros - La Swiss inventory movement, and there are independent ADs who also buy from Grigoros (likely for more money for obvious reasons).

Thanks for the reply guys. I'm just wondering b/c my brother knows a guy that has a watch store that sells them and I didn't know if it is worth it to pull a favor or just look for a good preowned one on this forum.

vu

Never hurts to ask! New is usually better than new if the model you want is available both ways.

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Chronomat, Steel/Gold, MOP Dial, 2-tone band (2008)
Super Avenger Black Baton Dial (2009)
Bentley B04 GMT Silver Dial (2013)
Avenger Blacksteel Baton Dial (2014)

Nothing beats the feel on a new one. If he can get a real "favor" (i.e. 40%+), he should buy new. Otherwise it just depends one what kind of deal he can find, either new or used.

I agree with you guys. I will take the new route, but I feel the discount may only be around 25% or so since he has to account for the overhead and such. By the way, is there a good site or a source for retail pricing on the Breitlings? I'm leaning towards the Chronomat Evolution or something similar since I prefer the larger dials.

An AD has the price book for the asking (mine does anyway). 25% is OK, but better deals can be found especially with the downturn in the economy. PM if you want an AD contact who is always good to try. I think anymore a Chronomat (no longer called an Evo) is considered an average sized dial.

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Chronomat, Steel/Gold, MOP Dial, 2-tone band (2008)
Super Avenger Black Baton Dial (2009)
Bentley B04 GMT Silver Dial (2013)
Avenger Blacksteel Baton Dial (2014)

You can do better than 25%

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Enough. If you want your ADs to stay around, you'll only expect a discount if you've done significant business prior.

In the restaurant industry, you only get a discount if something got screwed up. Why this model doesn't exist elsewhere is baffling. Whoring on price isn't competitive; it's lazy. True compelling competitiveness comes during and after the sale.

Not picking on you, just a pet peeve.

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Avenger Skyland
If I said I was good, you'd think I was bragging.
If I told you I wasn't, you'd know I was lying.

You should be able to get 25% from an AD. I am not a big hagler or anything but I just asked the question "what sort of discount can you do on that?" 5 minutes later I walked out with my Chronomat and it cost me 25% less than the display price..

A true case of if you don't ask you don't get.

BTW I was fully prepared to pay full retail as as I had been saving for some time for that particular watch.


Good Luck.

WD

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Polished Chronomat Evolution Graphite Dial

It comes down to simple supply vs demand. Breitling dealers are pretty frequent around Southern California, so in my case I am of course going to call around or ask around to find the best price. You are after all getting the same watch regardless of which AD you go to. They all provide good customer service and a fairly knowledgeable staff to help answer questions. (Though I have to admit some are hotter than others (La Jolla)). I don't feel bad when asking for a discount. It is EXACTLY how I conduct business when shopping for a car, or a new TV. You would be foolish IMHO not to.

Comparing it to food... no, that doesn't work.

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I want it both ways, I want a good discount, but don't want to upset the resale values of the watches! Something has to give though

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Breitling Super Avenger White, Steel
Breitling Superocean Heritage 46 Black, Ocean Racer
Rolex Submariner Bi-Metal, Yellow Gold/Blue
Panerai 112, Black Leather (Soon Hopefully!)