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WatchCo Review

Friday, March 1st

2024 Watch Store Reviews

WatchCo Review 3.5 Star Rating


3.5 Star Rating
  • About 600 watches to choose from
  • In business for over 25 years
  • "A+" rated by the BBB
  • Family owned since 1993
  • Free USPS Priority Mail shipping on orders over $50 - including Hawaii, Alaska, APOs and military bases
  • 365-day returns on unworn watches
  • 110% Price Protection guarantee

WatchCo is headquartered in Appleton, Wisconsin. Family-owned and in business since 1993, this retailer offers "all accessories, all the time" - but you'll mostly see sunglasses, clocks and pocket knives here, in addition to their selection of wristwatches.

Yes on Citizen, no on Rolex

WatchCo didn't have the most extensive inventory of the Citizen Corso watches we used as a comparison across retailers: just five to choose from for men and women alike, priced from $243 to $296. You won't find any Rolex watches here - in the Explorer line we looked for, or in any other - and WatchCo says its best-selling brands include Benchmade, Citizen, Dakine, Garmin, and PSD.

More functional than fashionable?

Actually, WatchCo has a smaller inventory than most, across all available brands. A quick count revealed just about 600 watches to choose from, with very few priced over $900. Their most expensive models tend to be styles used for diving or other training, with heavy-duty straps and tech-y features - quite a difference from rival stores whose highest-end watches have gold bands and inlaid diamonds.

Filters make for easy shopping

The site is easy enough to shop, though, with filters for gender, color, watch type (fitness tracker or bracelet-style), material, and so forth. There's also a long list of features that can be very helpful in zeroing in on the items that meet your needs: you may want Japanese quartz or solar charging, for example.

Use the Price Protection guarantee

When we first visited the WatchCo store, we got a pop-up inviting us to provide our email address; in exchange, we were given a 20% discount on our order. Look for similar savings when you shop the site, because prices here aren't anything to get excited about: looking at several Garmin dive watches, for instance, we found more than a few watch stores that carried them for less. But, if you reach out to WatchCo's customer service team, you might be able to take advantage of their 110% Price Protection guarantee (applicable to all brands but Citizen).

Best Watch Stores

Free shipping - even to AK, HI, APOs

On the other hand, WatchCo gives you free USPS Priority Mail shipping if your order is over $50. That's not overly exciting, but we love that this policy applies to people in Alaska, Hawaii, and at APOs/military bases. You won't find that with most of this store's competitors.

Generous 365-day return policy

Another benefit offered by WatchCo is 365-day returns, as long as your watch is unworn, unsized, and in the original box. So, if you're shopping ahead for your friend's birthday or your holiday celebrations, you can rest assured that returns won't be a problem.

Can't beat the reputation

WatchCo has a solid reputation, starting with an "A+" and accreditation from the Better Business Bureau and only one complaint filed there in the three years prior to this review. Better yet, we found more than 400 shopper reviews that gave this watch store a 4- or 5-star rating: customer service got lots of mentions for being very courteous and knowledgeable, and the watches themselves are exactly as promised. Yes, we spotted some complaints about challenges with communications with this retailer, but those were all from several years ago and we're not concerned.

Small but mighty, perhaps

WatchCo isn't a bad place to shop for watches. Most of their customer policies are generous, their reputation is decent, and their inventory is a little on the small side but still has enough options that most people can find a watch they like. There are a few stores we like better, and we recommend that you give them a look first, but WatchCo still gets a nod from us.

Where is the Best Place to Buy a Watch?

That question is almost more easily answered by where you should not shop: the mall or jewelry store! You might be drawn in by a beautiful timepiece prominently displayed in the window, but do you really want the sales pressure or higher prices once you walk through the door? We don't either.

Your best bet is an online watch store. Whether you're looking for the next luxury wristwatch to add to your collection or something classic-yet-affordable, you won't find a better selection at any brick-and-mortar store near you. Why browse a few dozen options from a handful of brands and be limited to the retailer's business hours, when you can see thousands of styles and brands whenever you get the whim to shop?

The Best Watch Stores Compare Watch Stores Compare Watch Store Reviews What are the best Watch Stores Best Watch Store Reviews

Watch Store FAQ

Yes! Despite the fact that we all carry a clock in our pocket (i.e. on our mobile phones), watches remain a very popular accessory.
The most prevalent type of watch on people's wish lists is the smartwatch. People rush to buy the newest "wearable tech" when it hits the stores, and they're particularly sought after by fitness enthusiasts (e.g. Fitbit, Apple Watch). But traditional wristwatches - especially luxury brands - are still on trend for fashion and function.
Brick-and-mortar stores tend to carry just a few brands and styles at a time, and they pass the overhead costs of operating their business on to the customer. On the other hand, shopping online gives you literally the world's best selection at your fingertips, often at prices that easily rival or beat what you'd find at the jeweler.
As long as you purchase your watch from a reputable store, buying your watch online isn't risky at all. You can rest assured that you're getting what you're paying for, and you can always file a dispute with your credit card issuer if a problem arises that isn't being handled appropriately by the merchant.
Most online retailers of watches give you a 30-day return window. However, to be eligible for a refund, the watch usually has to be in unworn condition.
That depends on the store. Some offer free shipping on all orders, while others require a minimum spend (e.g. $50).
You can be sure that if you're buying a $20,000 watch, it's in the retailer's best interest to insure the delivery! You'll probably have to sign for the package as well, which minimizes the likelihood that your watch will be intercepted by "porch pirates" !
Definitely. Watches are still used to commemorate special occasions, like reaching a career milestone or an anniversary. And, with some watches, you can have the back engraved with a special message.
Compare the Best Reviews

Continued from above...

But wait. What if the watch doesn't fit? Or I don't like it when it arrives? Usually not a problem. Watch stores have already anticipated your concerns, and you'll usually have a generous return window if you need a refund or want to make an exchange. A few retailers even allow you to wear the watch for several weeks before you make your decision - as long as it's still in good condition, without a lot of wear and tear, of course.

Which watch store should get your attention? There are lots of options, and many of them would be a perfectly good choice for your new time-keeper. Here are a few ways you can narrow down the options:

  • Selection. How many watches does the store carry? Are there many brands to choose from, in the styles you have in mind?
  • Easy-to-Shop Features. Does the watch store make it easy (and maybe even fun?) to find your next wristwatch? Can you use filters to see watches that meet your mental wish list?
  • Price. Are the watch prices comparable with other stores? Are there any discounts or free shipping promos that can sweeten the deal?
  • Return Policy. How long do you have to send your watch back if you want a refund? Can you wear the watch for any length of time beforehand? Will you have to pay a restocking fee or the return shipping costs?
  • Reputation. What do other customers say about the store? Were the watches exactly as shown on the website? Were there any issues with the customer service team if there was a problem? How are warranty claims handled?

To help you find the right timepiece for that someone special (or yourself!), TopConsumerReviews.com has evaluated and ranked today's most popular online watch stores. From everyday wear to black-tie occasions, the perfect watch is out there. Ready to start shopping?

Compare Watch Stores

Select any 2 Watch Stores to compare them head to head

  • Ashford
  • Zappos
  • Authentic Watches
  • Zales
  • Watches2U
  • WatchCo
  • Watch Shopping
  • World of Watches
  • Watch Station
  • Jomashop
  • WatchMaxx
  • Brathwait
Ashford vs Zappos Ashford vs Authentic Watches Ashford vs Zales Ashford vs Watches2U Ashford vs WatchCo Ashford vs Watch Shopping Ashford vs World of Watches Ashford vs Watch Station Ashford vs Jomashop Ashford vs WatchMaxx Ashford vs Brathwait Zappos vs Authentic Watches Zappos vs Zales Zappos vs Watches2U Zappos vs WatchCo Zappos vs Watch Shopping Zappos vs World of Watches Zappos vs Watch Station Zappos vs Jomashop Zappos vs WatchMaxx Zappos vs Brathwait Authentic Watches vs Zales Authentic Watches vs Watches2U Authentic Watches vs WatchCo Authentic Watches vs Watch Shopping Authentic Watches vs World of Watches Authentic Watches vs Watch Station Authentic Watches vs Jomashop Authentic Watches vs WatchMaxx Authentic Watches vs Brathwait Zales vs Watches2U Zales vs WatchCo Zales vs Watch Shopping Zales vs World of Watches Zales vs Watch Station Zales vs Jomashop Zales vs WatchMaxx Zales vs Brathwait Watches2U vs WatchCo Watches2U vs Watch Shopping Watches2U vs World of Watches Watches2U vs Watch Station Watches2U vs Jomashop Watches2U vs WatchMaxx Watches2U vs Brathwait WatchCo vs Watch Shopping WatchCo vs World of Watches WatchCo vs Watch Station WatchCo vs Jomashop WatchCo vs WatchMaxx WatchCo vs Brathwait Watch Shopping vs World of Watches Watch Shopping vs Watch Station Watch Shopping vs Jomashop Watch Shopping vs WatchMaxx Watch Shopping vs Brathwait World of Watches vs Watch Station World of Watches vs Jomashop World of Watches vs WatchMaxx World of Watches vs Brathwait Watch Station vs Jomashop Watch Station vs WatchMaxx Watch Station vs Brathwait Jomashop vs WatchMaxx Jomashop vs Brathwait WatchMaxx vs Brathwait
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