€800 million. That's the annual volume of watch transactions on Chrono24 for professional sellers alone—not counting WeWatches, Wristcheck, eBay, or Catawiki. The online watch market has exploded in recent years, driven by individuals reselling inherited pieces as well as professional dealers who do this as their main business.
But behind this growth lies a reality that very few sellers are aware of: most insurance solutions are not suitable for valuable watches. Carriers cap coverage at €2,500, often exclude jewelry and watches from their terms and conditions, and compensate based on weight—never on actual value. Platforms protect the buyer, never the seller. What about home insurance? It generally does not cover losses in transit.
This guide will help you understand these risks, identify solutions that are truly suited to the watch market, and ship your watches safely—whether it's a €15,000 Rolex, a vintage watch without a receipt worth €8,000, or a batch of several pieces in a single shipment.
Why a watch requires specific parcel insurance
The discrepancy between weight and value
A watch is one of the most "value-dense" objects in existence. A Rolex Submariner weighs 160 grams and is worth €12,000. An iPhone 15 Pro weighs 187 grams and is worth €1,200. A pair of sneakers weighs 800 grams and is worth €180. However, most carrier insurance policies operate on a fundamental principle: weight determines the Limit .
The concrete result for the Submariner with standard flat-rate insurance (Colissimo, Mondial Relay): maximum compensation of €3.68 in the event of loss or theft. For an item worth €12,000. This is not a bug in the system—it is its very design, intended for large packages with low unit value.
That is why ad valorem insurance — "according to value" — is the only protection that reflects the reality of the watch market. It compensates for the declared value of the goods transported, regardless of the size or weight of the package.
The online watch market: the figures
Some background information to understand the financial implications:
- Chrono24: €800 million+ in annual transactions (professional sellers only)
- 18+ active marketplaces in France for online watch sales
- Average basket for pre-owned watches: €8,000+ according to aggregated data from major platforms
- 25% of watches sold online are worth more than €10,000.
- Estimated loss ratio for high-value parcels: between 1.5% and 3% depending on the carrier
This last figure is the most crucial. Out of every 100 watches shipped, between 1 and 3 never reach the buyer—or arrive damaged in transit. With an average basket value of €8,000, this represents an expected loss of between €120 and €240 per month for a seller who ships regularly. Over the course of a year, this passive exposure can easily exceed €1,500 to €3,000, even without any major incidents occurring.
The trap of online sales platforms
The major watch marketplaces do not treat all sellers equally. Here is the reality:
What is Ad Valorem Insurance for Luxury Watches?
Definition and Principle
Ad Valorem insurance ("according to value") is the only effective protection for luxury watches. Unlike flat-rate parcel insurance based on weight, it compensates for the declared value of the goods transported in the event of loss, theft, or damage.
Case in point:
- Rolex Submariner Date (value: €12,000, weight: 160g)
- Flat-rate insurance: maximum reimbursement of ~€3.68
- Ad Valorem Insurance: €12,000 in full compensation
How Your Shipment Insurance Works
Key steps:
- Declaration of actual value before shipment
- Premium payment (0.5% to 2% depending on the solution)
- Automatic coverage for loss, theft, and damage
- Prompt compensation (within 72 hours) in the event of a reported claim
2. Carriers' limitations: what you never read in the terms and conditions
Watches and jewelry: hidden exclusions
This is the most underestimated point in all articles on this subject. Many carriers explicitly exclude watches and jewelry from their insurance coverage, even when you pay for the "declared value" option. This information is buried in the terms and conditions of sale—never highlighted on the order page.
Comparison of Parcel Insurance Options
As a professional watchmaker selling luxury watches, you have three options for insuring your shipments during delivery:
The key point to remember: even when watches are technically "covered" by a Carrier, the Limits dramatically insufficient for the watch market. The average basket for a second-hand watch exceeds €8,000 . The bestCarrier Limit Carrier €2,500. That's a coverage gap of at least €5,500 on an average-value watch .
The trap of the declaration of value
The declaration of value for carriers works according to three scenarios that all watch sellers should be aware of:
Exact declaration: you pay a premium (usually 1-2% of the declared amount), and you are covered up to the declared value—but always within the Carrier Limit . For a watch worth €8,000, you are actually covered for a maximum of €2,500.
Under-declared: you intentionally reduce the declared value to avoid attracting the attention of the sorting center. This strategy is widely used by professional watch sellers to ensure the physical security of the package. However, it leaves you even more underinsured.
Overvalued declaration: this may be considered an attempt at fraud by the Carrier. The consequence: total refusal of compensation, even if the claim is genuine and proven.
The optimal solution combining security and coverage: under-declared value to Carrier for logistics security) + separate external ad valorem insurance taken out at actual value (for full financial coverage). You benefit from both advantages without conflict.
The real cost of a claim without adequate coverage
Let's take a concrete example. A seller who ships a watch worth €12,000 using only the Carrier declared value option Carrier Limit ):
- Loss (claim) → obligation to reimburse the buyer on the platform: -€12,000
- Carrier claim → maximum possible compensation: +€2,500
- Net loss on a single shipment: €9,500
Over a full year, with a loss ratio of 2% on 200 shipments at an average basket value of €8,000,the theoretical financial exposure exceeds €24,000. This is the cost of not having adequate coverage—without even taking into account the time lost in after-sales service, the impact on the seller's reputation, and operational stress.
3. Three solutions for insuring a watch in transit
Option 1: Carrier Insurance Carrier declared value)
This is the most accessible solution—but also the most limited for valuable watches.
Advantages: easy to activate online, no external partners to manage, integrated into the shipping process.
Disadvantages: Limit a maximum Limit €2,500, possible exclusions on watches and jewelry according to the terms and conditions, compensation period of 30 to 90 days, very strict packaging conditions (one refusal = €0 compensation).
Who is it for: only for watches valued at less than €2,000, where the residual risk remains acceptable to the seller.
Option 2: Home insurance (MRH) + valuables option
Many watch collectors believe that they are covered by their home insurance. The reality is more nuanced than they think.
Advantages: coverage during possession at home (theft, damage), adaptable with a "valuables" option depending on the level of coverage.
Disadvantages: generally does not cover damage during transport —or only very partially. The Limit item is often limited to €3,000-5,000. Compensation takes several weeks and requires extensive documentation.
Who it's for: to protect your collection at home against theft or damage. This solution is not suitable for securing shipments.
Option 3: Dedicated ad valorem parcel insurance
This is the only solution that meets all the requirements of the professional watch market:
- Coverage based on the actual declared value of the item, not its weight
- Limit : up to €100,000 per shipment
- Watches, jewelry, art, high-value electronics: no exclusions on the type of item
- Fast compensation: 48-72 business hours (vs. 30-90 days for carriers)
- Compatible with all carriers — you retain the freedom to choose
- Proportional pricing: 0.60% for the watch sector (Watch Dealer offer)
- Zero deductible: 100% compensation of the declared value
Who it's for: any seller, professional or individual, who ships a watch worth more than €2,000.
💡 For exceptional items worth over €100,000 (approximately 3-5% of the watch market), specialized solutions such as Malca-Amit or Brink's offer Limits and physical escort services. These providers remain the right choice for ultra-premium shipments. Claisy focuses on the remaining 95% of the market, where speed, flexibility, and cost are paramount.
4. How to pack and ship a luxury watch
The 3 fatal mistakes to avoid
Before the practical guide, here are three mistakes that watch sellers regularly make and which can ruin any compensation claim:
Mistake 1 - Using the original box as the only packaging. Luxury boxes are designed for display in stores, not to survive postal sorting. A bump during transport could damage the watch or, worse, the box is immediately recognizable and attracts targeted theft.
Mistake 2 - "Watch," "Jewelry," or a brand name on the shipping label. This is an open invitation to theft by mail sorting. Labels are scanned at every stage and sometimes viewed by people who are very familiar with the value of the identified contents.
Mistake 3 - Neglecting photographic documentation. Without detailed photos taken before shipping, you will not be able to prove the condition of the item in the event of damage. No insurance policy—even the best one—can compensate for something it cannot verify. This mistake costs thousands of euros in denied claims every year.
Step-by-step guide: the "Double Boxing" technique
This method is used by watchmaking professionals for every high-value shipment. It makes theft by "palpation" or "probing" impossible and protects the watch from shocks.
Step 1 - Internal protection:
Place the watch in a padded carrying case (never the original box alone). Wrap the case in high-density bubble wrap, at least 3 layers. The padding must be at least 5 centimeters in all directions—no movement possible inside.
Step 2 - Internal box:
Place the package in a plain cardboard box with no identifiable marks or logos on the outside. Seal it with reinforced adhesive tape on all sides.
Step 3 - Outer box:
A second, larger box, double walled at minimum. Fill the space between the two boxes completely with foam, crumpled paper, or air pillows. No space should be left inside—the inner box should not move.
Step 4 - Securing:
Reinforced tape (wired) or gummed tape that cannot be removed without leaving visible traces. Affix a signature or company stamp across each opening of the outer box.
Step 5 - Anonymize the shipping label:
On the shipping label, use only the manager's name or initials with "Logistics" (example: "JD Logistics"). Never use the name of your watch brand or any other suggestive terms.
5. Special cases: vintage, secondhand, collectibles
Vintage watch without original receipt
This is the most common—and most stressful—scenario for online watch sellers. A vintage Rolex 5513 from the 1970s, a 1960 Omega Seamaster, a second-hand Tissot automatic: these watches can be worth between €3,000 and €200,000 without any proof of purchase available.
The problem: in the event of a claim, how can you prove the value of the property in order to obtain compensation?
The four accepted modes of proof:
- Written appraisal from a certified watchmaker or specialized retailer — this is the most reliable and widely recognized document.
- Reseller certificate at the time of purchase, even in informal form (confirmation email, handwritten receipt)
- Proof of transaction on the marketplace: screenshot of the payment confirmation, order history
- Published market prices: reference prices on major watch platforms for the same model and condition
💡 Ad valorem advantage: dedicated parcel insurance accepts these alternative forms of evidence as proof of value. It does not require an original after-sales service invoice. This is a major advantage over carriers, who may refuse compensation altogether if the value is not "proven" according to their internal criteria.
Refurbished or used watch
Pre-owned watches account for around 60-70% of the online watch market. They are sometimes reconditioned (mechanical servicing, polishing, new strap) — which may affect their rating among buyers, but not necessarily their actual transaction price.
Points to consider for insurance:
- Some carriers explicitly exclude "used items" from their coverage — check the terms and conditions before each shipment.
- A watch without its original box or papers will be considered less "documented" — making it all the more important to prepare a written appraisal.
- Ad valorem insurance covers the actual transaction value, not the "new" catalog value — declaration to be made at the secondhand market value.
Watch collection or multi-piece shipment
For sellers who ship multiple watches in the same package (batch, group sale, restocking between stores):
- Insure each item individually by declaring each value separately—even if they are packed in the same box.
- The total value of the package for insurance purposes is the sum of the individual values declared.
- With proportional pricing (0.60% ad valorem), the unit cost per watch remains stable regardless of the number of items—there are no "steps" that cause the price to jump, as is the case with carriers offering flat-rate options.
Optimized strategy for professional sellers on marketplaces
For merchants who regularly ship on Chrono24, eBay, or similar platforms, the optimal strategy combines three elements:
1 - Under-declared to Carrier external insurance at actual value. You minimize logistical exposure (less temptation) while being 100% covered for the actual value through ad valorem insurance.
2 - Systematic documentation for every shipment. Photos + serial number + insurance activated. This is not an exception—it's a reproducible process that takes less than 3 minutes per shipment.
3 - Limit of Limit , Limit for 95% of the market. For exceptional items exceeding this amount, solutions such as Malca-Amit or Brink's are recommended, with their physical escort services.
The 4 Criteria for Analyzing Ad Valorem Watchmaking
Conclusion: secure your watch shipments today
The online watch market represents a considerable opportunity—but also a financial exposure that traditional solutions no longer cover. Carriers cap coverage at €2,500, often exclude watches from their terms and conditions, and compensate after 30 to 90 days. Platforms protect the buyer, never the seller.
For watch retailers—whether they ship 3 watches per month or 50—the optimal strategy combines three elements: a reliable Carrier with tracking (DHL, UPS, Chronopost), dedicated ad valorem insurance covering the actual value up to €100,000, and systematic photographic documentation before each shipment.
Three immediate actions to secure your business:
- Assess your current exposure: number of monthly shipments × average basket value × estimated loss ratio (2%). The result = your annual uninsured financial risk.
- Activate ad valorem insurance before your next shipment exceeding €2,000—online, in less than 2 minutes.
- Standardize your packaging and documentation process: double boxing + photos + serial number for each shipment
Discover our guide to shipping valuable items: leather goods, jewelry, watches →
All our packaging advice for high-value parcels →
Appendices
Secure Shipping Process for Luxury Watches
Preparatory steps before shipping an insured package
1. Carrier Selection
- Check that the coverage Limit is sufficient
- Require express services with signature
- Check destination geographic coverage
2. Ad Valorem Insurance Subscription
- Declare the exact value of the watch
- Keep all supporting documents (invoices, certificates)
- Activate coverage before shipping
Find our guide on shipping valuable items: leather goods, jewelry, watches, etc.
Professional Packaging
Essential materials:
- Reinforced carrying case (never the original case)
- High-density bubble wrap (minimum 3 layers)
- Double-wall cardboard box marked "FRAGILE"
- Numbered security seals
Photographic documentation:
- Full view of the watch (dial, strap, back)
- Visible serial numbers
- Packaging steps
- Sealed box with labels
Find all our advice on packing your parcels in our dedicated article.