Pick a watch and a country. You get the boutique price, the tax hiding inside it, how the four countries compare, and a realistic range for what the same watch trades at on the secondary market. Retail figures come from the brands themselves where they publish one; where they don’t, the price is calculated and marked as such. Fifteen references, one of them discontinued.
Cite this data. James Merritt, “True Cost: retail versus market, 15 references, 4 countries”, JMWatch, dataset dated June–July 2026, https://www.jmwatch.com/truecost.html. Free to cite and reuse with attribution and a link (CC BY 4.0).
Revisions. 7 Jul 2026: expanded from 13 to 15 references (Cartier Santos two-tone, Omega Speedmaster hesalite); secondary ranges calibrated against owner WatchCharts readouts.