The internet has developed into the central marketplace for both new and used watches over the last few years. Online trading in brand watches is booming, but at the same time, security doubts are growing amongst potential buyers. Menacing dangers abound; for example, deception with fake watches, copies or watches that have simply been cobbled together are, according to current studies, the greatest barrier to an online watch purchase for most internet users. And this constantly increasing market volume draws in not only serious suppliers, but more and more swindlers. A security-conscious attitude on the part of buyers and sellers can put a stop to this online swindling, preventing much damage.