I usually think this as well, but it's important to factor in the cost of service into your purchase.
If a Grey dealer's price is still lower even if you factor in a full service for any manufacturer, it can make sense.
So you don't go back to Jomashop for service if something goes wrong. Send it to the manufacturer and get a full service from them. You might still pay less.
It's unlikely that a new watch would even require a full service if something is wrong out of the box.
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