One figure attached to new watches that doesn’t tend to mean a lot is the retail price. Why? Because you are a sucker for paying retail price most of the time. After those of you from the watch companies stop cursing me, let me explain a bit. Retail prices are just a number set so that even authorized retailers can show to the consumer that they are giving you a discount. It is true that some watches are discounted only a bit or not at all, but the vast majority of watches, especially at these prices levels, are sold below retail prices. That is good to know, but not my final point. Due to the fact that prices are often below retail, you want to pay the “actual,” consistent street price. Let’s say, for example, a watch has a retail price of $500, but most retailers actually sell it for $400. You want to make sure you shop around to pay $400 as opposed to $450. Here is the kicker, though, when it comes to assessing value of an entry level luxury watch: If a watch is being sold by authorized dealers for $400, but the unauthorized dealers (everyone else) is charging $250, then you know there is something wrong with the value of the watch. This is what I call “inconsistent pricing.” What you want to look for is consistency among retailers so that prices don’t vary wildly from seller-to-seller.