Selling on Chrono24 as a watch dealer

Chrono24 is where a great many watch buyers go to search, which makes it an obvious channel for dealers. But the costs for a dealer look nothing like the headline rate most people quote, so it's worth understanding the model before you list your stock there.

Private seller and dealer are different accounts

The rate you'll see mentioned most often is Chrono24's commission for private sellers, which it publishes as 6.5% of the sale.^[1] That's for individuals selling their own watch, not for businesses.

Professional dealers are billed on a different model: a monthly package sized by how many watches you list, starting at €199 a month for up to 25 listings, plus a per-watch commission that you look up in the revenue calculator Chrono24 provides to dealers.^[2] So to judge the channel, you need your actual per-watch commission and the monthly cost spread across what you sell.

Working out your real cost per sale

A monthly fee behaves differently from a commission. If you sell many watches a month, it's a small cost on each; if you sell few, it can be the larger part of what the channel costs you. A simple way to see it:

• Take your monthly package cost and divide it by the number of watches you typically sell through Chrono24 in a month.
• Add that to the commission Chrono24 shows for each watch.
• Use the total as your channel fee in the calculator's Custom channel.

The calculator's Chrono24 preset uses the private-seller rate, so as a dealer you should enter your own figures instead.

How buyers pay and why it matters

For purchases made through the platform, buyers pay into an escrow account, and the money is held until they have the watch in hand.^[3] That reassures buyers who don't know you, which is a large part of what a marketplace is selling. It also means your payout waits until the buyer has received the watch, which adds a few days to your cash cycle.

Chrono24 also says orders placed with its Buyer Protection are shipped fully insured.^[3] Check the shipping requirements for your account so your packing and carrier choices match.

Trust signals on the platform

Chrono24 says it verifies every dealer on the platform and operates a zero-tolerance policy on counterfeits, with a Trusted Seller seal as a further signal to buyers.^[3] For a newer dealer, building a track record there is part of the channel's value: reviews and history make the next sale easier.

Is it worth it for you?

Chrono24 tends to make most sense when you have enough stock to spread the package cost thinly, when your watches are the kind international buyers search for, and when your margins can absorb the commission. It makes less sense if you sell only occasionally, or if your buyers already come to you directly. Compare it against other channels on the same watch, as the channel fees article does.

International buyers

A marketplace with a global audience means many of your buyers may be abroad. That can widen demand for your watches, but it also brings customs paperwork, duties, and longer delivery times. Decide in advance which countries you'll ship to, and check that your shipping and insurance cover them.

Listing well on Chrono24

• Photograph each watch thoroughly, including the serial and any flaws.
• Describe condition, accessories, and service history precisely.
• Price from completed sales, not other listings on the platform.
• Answer inquiries quickly; buyers comparing several dealers often go with the first clear answer.

Cross-listing covers running Chrono24 alongside your other channels without selling the same watch twice.