Expert watchmaker discloses how to spot fakes as demand for luxury timepieces increases

Luxury watches are potentially one of the most expensive purchases someone can make in their life. And an expert has warned of the potential hazards of fakes while advising on what to look for when considering an expensive timepiece.

Counterfeits have become increasingly sophisticated in recent years and are no longer easy to spot, according to Mark Baldwin of Watches2U. With over four decades of experience in the industry, he said only the keenest of eyes are able to tell a fake from the real deal.

Watch expert Mark said: "In the past, fakes were really easy to identify, and while there are still some very obvious cheaps on the market, high-end counterfeits are much harder to spot.

"Some people think buying a counterfeit item is harmless, but there is actually a dark side to the trade. People can pay full price for a fake that's worth a fraction of the value and made with poor quality materials that pay no heed to safety standards. Not to mention the counterfeit goods industry funds organised crime."

Prime brands that are targets for fraudsters are high-end luxury timepieces including Rolex, Omega and Tag Heuer because of their popularity with consumers.

Things to look out for that could mean a fake watch

Mark advised that there are eight key things to look for when determining if your watch is genuine.

He said: "Spelling errors on the dial are an obvious tell-tale sign that your timepiece is bogus. An off-centre logo is also a clear indication. Potential buyers should also look closely at the colours and fonts used on the watch faces to make sure that they match."

As well as taking care over the appearance of the watch, buyers should also pay special attention to the materials used.

Mark said: "With a real, luxury watch, the metal strap links should move freely. If the links are stiff or awkward to manoeuvre, this could be a warning sign. The subdials or helium release function, if it's a diving watch, should all function correctly.

"Take care to consider the weight of the watch. Does it have the weight of a luxury timepiece crafted with high-quality materials? It should. An item that's as light as a feather should be ringing alarm bells."

A swiss timepiece is normally quiet so put it to your ear and listen.

Mark continued: "If you can hear loud ticking, then this is a strong indication your watch might not be all it seems. For example, Rolex rarely has a Quartz movement. The movement in your Rolex should be mechanical, sweeping around the face rather than ticking."

Quality watches should come in premium packaging with the relevant paperwork to match. Without it, it's worth asking why these components are missing.

Mark said, "If your chosen watch comes with little to no packaging, then be cautious. Examine the box, warranty cards, and user manual.

"Your watch should come with documentation or certificates to confirm its legitimacy. If this is missing, it could be a fake.

"If you have any doubts, consult an authorised expert who can verify the authenticity of the product and always trust your gut. If a deal feels too good to be true, it probably is."