How does payment of VAT/tax work in the UK on a watch imported from US?

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In previous years I’d just chuck stuff in a box, pay the postage and forget about it. As with everything these days everyone wants their cut 🤨
Governments are way over stretched, they all want their 'vig' to help balance the books.
 
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Simply put, you will be charged 20% vat on price of item plus shipping and import tax. To cover yourself add 30% on top of all items bought abroad. Basically, change Dollar to sign to GBP and depending on exchange adjust slightly!!
 
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World has gone tax mad.

I've bought over a hundred watches from all over the world and rarely paid tax. Maybe some 10% GST claimed by eBay, but that was it, and not all the time.
ATM it seems that every side of the sale wants a bite.