800 million euros. That's the amount of business generated annually by professional sellers on Chrono24, not counting other platforms such as WeWatches, Wristcheck... Yet a little-known fact threatens their profitability: none of these platforms protects sellers against transport claims.
Chrono24 Buyer Protection? It only covers the buyer. WeWatches and Wristcheck? No seller's insurance is included.
Result: in the event of loss, theft or breakage during shipping, it's the professional seller who assumes 100% of the financial loss. A €80,000 Patek Philippe that disappears in transit = €80,000 deadweight loss for the retailer.
The solution? Ad Valorem insurance tailored to the specific needs of the watchmaking market. This comprehensive guide shows you how to effectively protect your luxury watch shipments, optimize your costs and secure your business.
Why are Watch Sellers Exposed on Sales Platforms?
Chrono24 Buyer Protection: A Trap for Sellers
The Chrono24 system works on a simple but formidable principle for watch dealers:
✅ The Buyer is Protected: If the package is lost, stolen or damaged, the buyer is automatically reimbursed by the platform via the escrow account.
❌ Seller is debited: Chrono24 immediately turns against the seller to recover the amount paid to the buyer.
🚫 Your Recourse: None, if you have not taken out your own transport insurance. You are 100% responsible for the shipment.
WeWatches and Wristcheck: No-net sellers?
Nor do WeWatches and Wristcheck offer an integrated parcel insurance service. Professional sellers of luxury watches are therefore operating in an even riskier environment:
- No protection during transport
- Mandatory customer reimbursement in the event of a claim
- Carrier claims management (30-90 days)
- Direct impact on vendor reputation
In plain English: Without Ad Valorem insurance, every watch shipment becomes a gamble on its full value.
What is Ad Valorem Insurance for Luxury Watches?
Definition and principle
Ad Valorem ("according to value") insurance is the only effective protection for prestige watches. Unlike lump-sum insurance based on weight, it indemnifies the actual declared value of the goods being transported.
Case in point:
- Rolex Submariner Date (value: €12,000, weight: 160g)
- Flat-rate insurance: ~€3.68 maximum reimbursement
- Ad Valorem insurance: €12,000 full compensation
How Coverage works for your shipments
Key steps :
- Pre-shipment declaration of value
- Premium payment (0.5% to 2% depending on solution)
- Automatic coverage for loss, theft and breakage
- Rapid compensation in the event of a claim
Business Support Comparison: Your Shipping Insurance Options
As a professional watchmaker selling luxury watches, you have three options to cover yourself.
Assumed limits: For exceptional pieces over €100,000 (around 3-5% of the market), specialized solutions such as Malca-Amit or Brink's offer higher Limits and physical escort services. Claisy focuses on the remaining 95% of the professional market, where the combination of speed and flexibility takes precedence over heavy logistics services.
The 4 Ad Valorem Horlogerie Analysis Criteria
Associate Claisy & Malca-Amit or Ferrari Group or Brinks
Malca-Amit remains the leader for : Exceptional shipments >100K€, museum collections or international auctions requiring an all-inclusive escorted service. Their dedicated infrastructure and worldwide network of safes justify their premium positioning.
Conclusion: Secure Your Watchmaking Business Today
The online luxury watch market represents a sector worth 800 million euros in annual transactions for professional sellers on Chrono24 alone (excluding WeWatches and Wristcheck...). This exceptional growth brings with it commensurate financial risks that traditional insurance solutions no longer effectively cover.
For watch retailers shipping 5 to 50 watches/month (the majority of the market segment), Claisy meets a precise need: combining high protection and logistical flexibility at a controlled cost. Established players such as Malca-Amit remain relevant for ultra-premium segments (>100K€) or complex logistics requirements.
Claisy offers discerning watch dealers a :
- Coverage up to €100,000 (suitable for 95% of transactions)
- Express compensation 48-72 hours (vs >60 days in competition)
- Preferential pricing in the watchmaking sector
- Total flexibility in choice of Carrier and destination
The 3 immediate actions to secure your watchmaking business:
- Assess your current risks: calculate the financial exposure of your monthly shipments
- Test Claisy: subscribe without obligation for your next shipment >€5,000
- Standardize your procedures: professional packaging + systematic documentation
Appendices :
Secure Shipping Process for Luxury Watches
Preparatory stages
1. Carrier selection
- Check sufficient coverage Limit
- Demand express services with signature
- Check destination coverage
2. Ad Valorem insurance
- Declare the exact value of the watch
- Keep all supporting documents (invoices, certificates)
- Activate pre-shipment coverage
Find our guide to shipping valuable goods: leather goods, jewelry, watches, ...
Professional Packaging
Materials required :
- Reinforced carrying case (never the original case)
- High-density bubble wrap (3 layers minimum)
- Double-flute cardboard with "FRAGILE" marking
- Numbered security seals
Photographic documentation :
- Full view of watch (dial, bracelet, back)
- Visible serial numbers
- Packaging steps
- Closed box with labels
Find all our packing tips in our dedicated article
Formalities by destination
European Union :
- Standard customs declaration
- Original purchase invoice
- Certificate of authenticity if required
International (USA, Switzerland, Asia) :
- Mandatory declaration of value
- Specific export documents
- Insurance covering customs formalities
Claims procedure
Critical deadlines
- Loss: Declaration within 30 days
- Damage/Theft: Report within 48 hours of receipt
- Delivered but not received : Declaration within 72 hours of delivery date
Required documents
Montres < 1 000€ :
- Detailed affidavit of honour
Watches > €1,000 :
- Complaint form with details (serial numbers, IMEI)
- Official identification
- Proof of purchase and ownership
Watches > €10,000 :
- Certificate of authenticity
- Pre-appraisal if available
Find out more about dispute management here
Regulatory developments
Trends in 2025 :
- More stringent obligations for professional sellers (European DSA)
- Harmonization of marketplace assurance standards
- Digitization of watch customs declarations