What we are
Stories To Watch is an independent watch-discovery platform. We do two things: map where to buy the watch you want — across verified dealers worldwide — and tell you, plainly, what it should cost.
We are not a dealer. We hold no inventory and we never sell you a watch. That independence is the whole point: our price guides answer to buyers, not to stock that needs moving.
Who writes the guides
I'm Mathew. I spent almost twenty years in advertising, where the real craft was never the ad — it was understanding why people buy, and helping them decide well. Watches pulled me in more recently, and from the angle most guides skip: not the movement or the marketing, but the buyer.
The idea for Stories To Watch started in an airport lounge, listening to two collectors talk about how hard it was to source the one watch they wanted. The gap was obvious — people who want these watches on one side, and a fragmented, opaque market selling them on the other. I built this to close it: an independent place to see what a watch should cost and where to actually find it, with no inventory of my own to push.
I write these guides through a buyer's lens — the decision, the premium, the trade-offs. The pricing behind them is compiled and verified through the method below.
— Mathew, Founder
How we price
Every price on this site is compiled from more than one source and dated on the page. We draw on secondary-market aggregate data — WatchCharts and Chrono24 — alongside verified dealer listings, then reconcile them into the ranges you see. We refresh the major guides monthly and stamp each with the date it was last verified.
Two honest notes. Prices are ranges, not promises — condition, box-and-papers and provenance move real numbers. And US and UK figures are shown separately, because a watch genuinely costs different amounts in different markets; we don't convert one into the other and pretend it's the same number.
How we verify dealers
"Verified" isn't decoration. A dealer in our Watch Finder is a licensed business with a real storefront or an established marketplace presence — checked before we list them, and re-checked over time. We would rather list fewer, better sources than a long list you can't trust.
Independence — and how we make money
Yes, this is a business. We earn through dealer partnerships and our own tools — never by marking up a watch or taking a cut of a sale. That's deliberate: it's the reason a guide here can tell you when the premium isn't worth paying. A source with inventory to move can't always say that. We can.
Corrections
Found a price that's drifted, or a dealer that shouldn't be listed? Tell us — hello@storiestowatch.com. We would rather be corrected than wrong.