Appearances Can Be Deceiving

At a time when many people and businesses are under economic duress, some questionable practices become more common. Counterfeit watches and especially counterfeit Rolex are becoming ubiquitous. The dealers in such things are becoming brazen and are using terminology to hide their practices.

Aftermarket is a term some dealers use to deceive. The term refers to the production of Rolex parts (bracelets, dials, bezels etc.) by non Rolex producers and these parts are not original and although difficult to differentiate these parts diminish the authenticity and value of genuine Rolex watches. There are dealers who accumulate used Rolex acquired in India or other out of the way places and create a kind of patchwork Rolex that is passed off as genuine and when sold are much more profitable than the original unaltered watch with all original parts.

Failure to inform buyers has led to numerous lawsuits and the reputable dealer must constantly prove his truthfulness and dependability and is often unjustly made guilty by association. There are dealers who have been sued for selling "aftermarket" Rolex bracelets stamped 18 K that on close examination were less than 18 K and that is against the law.

Aftermarket dials and bezels and the whole category of altered preowned and counterfeir Rolex demands due diligence by the buyer and most dealers whether Authorized or secondary market will provide proof and guarantees against these questionable practices.

For the collector who goes far afield to find hidden treasure, the book The Rolex Report (available on Amazon.com) is quite comprehensive in educating the collector as to how to differentiate the valid original product from those meant to deceive. When you have influence seek to support a truthful approach to selling only authentic Rolex and other watches.

A search on Google frequently brings up the genuine dealers and the dealers in "aftermarket" products and the uninformed assume that a dealer who appears on Google in the same search as Rolex's own website, should take a closer look. Don't let these fakers seeking to deceive and take advantage of you or others get away with this practice. Interestingly Ebay is finally seeking to end the multitude of counterfeit products being sold on Ebay around the world, after enormous losses in litigation to leading makers of prestigous brands. Eventually Google will have to apply "Truth in Advertising" to those Ads appearing on their domain.

To the buyer who knowingly seeks to buy a fake Rolex... shame on you. Supporting illegal or unethical activities is close to being a criminal and in some cases is criminal. Those who are fooled by apparently genuine status symbols that are in fact fake eventually scorn the pretenders who rarely become worthy of real trust.

Swiss Elite Watches scrutinizes all parts and products and deals only in genuine and all original parts from all vintages in Rolex and all other products we sell. We have abundant guarantees to protect our clientelle and ourselves from fakes, forgeries and counterfeits.