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Friday, March 1st
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).
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.
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?
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:
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?
Select any 2 Watch Stores to compare them head to head
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