Luxury Watch Resale Appraisal: 76.5% Most Concerned About Fair Pricing, 61.0% Find Relief Through Official Websites

JUNIOR Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yuichiro Kanai), operator of the high-end brand watch buyback service "OURO," conducted a survey targeting 200 men aged 20 to 60 who have experience selling brand watches, focusing on their concerns and anxieties when submitting luxury timepieces for appraisal.

Backed by annual sales of ¥160 billion and an extensive proprietary sales network spanning over 20 countries, the company reveals the latest trends in consumer concerns during the resale process—what anxieties users face, what barriers prevent sales, and through which sources they gain reassurance.

Survey Summary

When selling a luxury watch, the top concern was "whether the appraisal price is fair," cited by 76.5%. This was followed by "whether authenticity verification is accurate" (51.5%) and "how much shipping and handling fees will cost" (35.0%).

Regarding factors that make selling difficult if uncertain, "price" was the highest at 69.5%, followed by "safety" (49.5%) and "hassle" (35.0%).

The most effective source for alleviating concerns was the "official website of the watch buyback service" (61.0%), followed by "user reviews" (44.5%) and "SNS" (32.5%).

These findings indicate that anxieties during resale extend beyond pricing to include authenticity, safety, and convenience, and that the quality of information provided significantly influences decision-making.

Detailed Survey Results

1) Top Concern During Appraisal: "Is the Appraisal Price Fair?" (76.5%)

When asked about concerns during the resale process, "whether the appraisal price is fair" was the most common response at 76.5%.

Next were "whether authenticity verification is accurate" at 51.5% and "how much shipping and handling fees will cost" at 35.0%.

Other responses included "being pressured into selling" (17.5%) and "the process seeming troublesome" (16.0%).

These results show that concerns go beyond just "how much it will sell for" to include trust in the appraisal process, associated transaction costs, and wariness about customer service.

Especially for high-value items like luxury watches, the fairness of the appraisal price is a key decision factor, with strong underlying anxiety about being underpaid.

For buyback operators, clearly and transparently presenting not only prices but also appraisal criteria, authenticity verification standards, and fee structures can help lower psychological barriers before customers even make inquiries.

2) "This Makes Me Hesitate to Sell": "Price" (69.5%) Tops, Followed by "Safety" (49.5%)

When asked what factors would make them reluctant to sell a watch, "price" was the top concern at 69.5%.

This was followed by "safety" (49.5%), "hassle" (35.0%), "speed" (30.0%), "staff responsiveness" (28.0%), and "warranties/terms" (17.0%).

This question aimed not just to identify concerns but to reveal factors that actively prevent selling behavior.

The high response for "price" likely includes not only satisfaction with the offer but also concerns about market deviation and comparisons with other services.

The fact that nearly half cited "safety" indicates that, for luxury watch resale, trustworthiness and peace of mind are even more critical than price alone.

Additionally, "hassle," "speed," and "staff responsiveness" ranked highly, suggesting users make decisions based on the overall stress and transparency of the selling experience, not just the final price.

3) Sources That Alleviate Concerns: Official Websites (61.0%) Most Effective

When asked which sources helped alleviate concerns during appraisal, the "official website of the watch buyback service" was most effective at 61.0%.

This was followed by "user reviews" (44.5%), "SNS" (32.5%), "referrals from acquaintances" (31.0%), "comparison sites" (27.5%), and "in-store explanations" (27.5%).

These results show that users rely on multiple sources rather than just one, combining information to make final decisions.

At the same time, the fact that official websites were the top choice for over 60% suggests that the quality and clarity of information directly provided by the company significantly influence selling decisions.

The high ranking of third-party sources like reviews, SNS, and personal referrals also indicates that users seek reassurance by cross-referencing "company-provided information" with "external evaluations."

Buyback operators must therefore not only emphasize high prices but also clearly communicate appraisal criteria, fees, authenticity processes, and service workflows on their official sites, ensuring transparency that aligns with third-party feedback.

This survey reveals that anxieties around luxury watch appraisals center on "price fairness," "safety," and "convenience."

While official websites are the primary source for reassurance, third-party sources like reviews, SNS, and referrals are also highly valued, indicating users build trust through multiple touchpoints.

Given the high value of these items, buyback operators must go beyond price quotes to clearly explain market trends, authenticity verification, fees, and service flows.

Building trust through both self-published content and third-party validation is key to encouraging sales.

Survey Overview

Survey Name: Concerns and Anxieties When Submitting Brand Watches for Appraisal

Survey Period: April 14–15, 2026

Survey Method: Online survey

Target Respondents: Men aged 20–60 with prior experience selling brand watches

Valid Responses: 200

Conducted by: JUNIOR Inc.

Media Inquiries

For media inquiries regarding this announcement, please contact:

https://junior-brand.jp/company/

Company Overview

Company Name: JUNIOR Inc.

Headquarters: 8F, Ichigo Ebisu Nishi Building, 2-7-3 Ebisu Nishi, Shibuya-ku, Tokyo

Representative: Representative Director Yuichiro Kanai

Founded: November 1, 2020

Business: B2B transactions and overseas wholesale of brand watches, brand bags, and brand jewelry

URL: https://junior-brand.jp/

OURO (Ouro) – Specialist in Brand Watch Resale

URL: https://brandouro.com/

Official Media "Ouro Column": https://brandouro.com/column/

"OURO (Ouro)," operated by JUNIOR Inc., is a specialized buyback service dedicated exclusively to high-end brand watches. Rather than simply aiming to "buy high," OURO values a collaborative approach—helping customers decide whether to sell. Leveraging appraisers with over 10 years of experience and direct sales channels in over 20 countries, OURO provides detailed explanations of pricing rationale and market outlook. The mission is to support transactions that customers never regret—without pressure or haste.