Watch shopping at a brick and mortar retailer or a boutique really only scratches the surface of the watch world. There are literally hundreds of online retailers, or internet boutiques, just as worthy of the praise received by brands like Rolex, Omega, Breitling, and the like. These are small-scale production brands that exclusively sell their own watches online, without a physical store, from less than $500 to well above $10,000.

If they’re so great, why haven’t you heard of them? Well, internet boutiques spend hardly any money on marketing. Selling directly to consumers means the overhead normally used for marketing, retail locations, and sales staff doesn’t need to be paid for with high prices.

But the vastness of the internet paired with this lack of advertisements makes it hard to find these online watchmakers. Below, we’ve broken down some of our favorite internet boutique brands, along with their best offerings, so that you can start your web-based hunting right.


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