There are big street major watch and jewellery chains in the UK that will, on occasion , offer 20-30% off certain watch models, it’s pot luck whether it’s one you’re interested but offers do come along several times a year. It might be a slow selling model , a less popular dial colour for example.
An example..
https://www.ernestjones.co.uk/webstore/d/9178236/omega seamaster aqua terra bracelet watch/
Then there are the grey market sellers, who regularly offer 20-25% discount, sometimes more on certain brands.
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