Switzerland is the country of watches, yet buying an automatic watch at a reasonable price here is surprisingly complicated: the big brands start at 2,000 CHF, foreign websites hide customs fees, and the 200 CHF “fashion” watches only have a battery inside. This guide answers the practical questions: what budget, where to buy, what to check, and which guarantees to demand.
There are three price levels. Under 200 CHF you will find almost exclusively quartz (battery) watches dressed up as mechanical ones, or automatics with an anonymous Chinese movement and mineral glass. Between 250 and 400 CHF you enter real automatics: a Japanese Seiko movement (the NH35 and NH36 calibres, the most widespread and easiest to repair in the world), sapphire crystal, 316L stainless steel. From 500 to 800 CHF upwards you mostly pay for the brand, the distribution network and advertising: the mechanics inside are often very similar.
The right budget for a first serious automatic watch in Switzerland is therefore between 250 and 300 CHF, VAT included. That is the price at which you get the three things that make a watch last: a repairable movement, a crystal that does not scratch and a case that does not flake.
This is trap number one. A watch listed at 220 € on a European site or 180 $ on an Asian marketplace is never delivered at that price in Switzerland. On arrival, the carrier charges Swiss VAT of 8.1% on the value of the watch and the shipping, plus flat customs clearance fees of 12 to 40 CHF depending on the carrier. The result: 30 to 60 CHF more than the advertised price, to be paid at the door, often without warning. Not to mention customs delays and the practical impossibility of returning the watch if it does not suit you.
Buying from a Swiss seller solves all of that: the price is displayed in Swiss francs including VAT, there is nothing to pay on delivery, returns go to a Swiss address, and the warranty is handled in Switzerland. The right reflex before ordering: check that the site clearly states a company and an address in Switzerland in its legal notice, prices in CHF, and a return policy with a precise deadline.
The movement. It is the engine of the watch and the only component that is really expensive to replace. Demand a named calibre: Seiko NH35 or NH36, Miyota 8215 or 9015. A seller who only writes “Japanese automatic movement” without giving the reference is usually hiding something. Seiko calibres have the advantage of being known to every Swiss watchmaker, who can regulate and service them without ordering parts.
The crystal. Sapphire, no discussion. Mineral glass scratches at the first contact with keys or a car door; acrylic scratches even faster. Sapphire has a hardness of 9 on the Mohs scale, just behind diamond: it is what 5,000 CHF watches are fitted with, and there is no reason to do without it at 250 CHF.
The case and bracelet. 316L stainless steel (so-called “surgical”), not a plated alloy nor a “stainless steel back” that only refers to the caseback. On a metal bracelet, the links must be solid: hollow links deform, rattle and give way. Serious gold finishes are obtained by PVD, far more resistant than classic gold plating.
The size. Measure your wrist with a tailor’s tape. Under 16 cm, a 36 mm case; between 16 and 17.5 cm, 36 or 39 mm; above that, 39 or 41 mm. A watch that is too big shows immediately and wears badly; when in doubt, take the smaller size. A serious seller ships a bracelet adjustment kit or offers easy returns.
In Switzerland, the legal warranty on a new item is two years. A seller offering less, or not stating it anywhere, should be avoided. Also check the return period (14 days is the common minimum, 30 days is comfortable) and above all how simple the procedure is: a return address in Switzerland, a refund to the original payment method, and someone reachable by e-mail or WhatsApp. As for maintenance, an automatic watch with a Seiko movement needs no service before five to seven years of daily wear.
Modora is a Swiss brand based in Geneva, specialising in automatic watches with an authentic Seiko movement, sapphire crystal and 316L steel, sold between 249 and 399 CHF. Prices are in Swiss francs including VAT, shipping is free in Switzerland, every watch ships with its adjustment kit, and the warranty is two years with returns within 30 days. The catalogue has more than 120 models, from 36 mm to 41 mm, with black, blue, green, white or gold dials.
Read next: our affordable automatic watches, our men’s watches under 300 CHF, and the guide homage watches: are they legal?
The one that combines a named Seiko movement (NH35 or NH36), a sapphire crystal and a 316L steel case, sold by a Swiss company with a two-year warranty. At this price, the design is a matter of taste; the materials are not.
If the seller is Swiss and the price is displayed including VAT, no: nothing is due on delivery. If the parcel comes from abroad, 8.1% VAT and clearance fees of 12 to 40 CHF are almost always added to the displayed price.
No. It winds itself through the movement of your wrist; worn every day, it never stops. Left on a table, it stops after about 40 hours and starts again as soon as you wear it or turn the crown.
Yes, as long as they bear neither the name nor the logo of a protected brand. A dial or case design is not a trademark. What is illegal is counterfeiting: a fake logo, a fake name. Our watches only bear the Modora name.