Swiss Watches Direct: new TAG Heuer, Omega, Breitling and Longines below RRP

Shopping at Swiss Watches Direct? See all current Swiss Watches Direct discount codes and deals, checked regularly.

Swiss Watches Direct is an independent online watch dealer near Pevensey in East Sussex, registered in 2005 and selling online ever since. It isn't an authorised dealer for the brands it stocks, and it says so clearly. Instead it buys brand-new watches from authorised dealers in the UK and Europe and sells them on below the recommended retail price. Each watch comes with its serial number and an activated international warranty card stamped by an authorised dealer.

It suits anyone who has settled on a particular model and wants to pay less than the boutique price, and who doesn't mind waiting a little while it's sourced. The main brands are TAG Heuer, Breitling, Omega and Longines, usually listed at 15 to 20% below RRP with the RRP shown beside each price. There's a smaller selection from Grand Seiko, IWC, Tudor, Zenith, Panerai and others, plus watch winders and bracelets.

What's worth a look

These were listed when we checked, with the price and RRP shown on each product page.

For a first Swiss watch, the TAG Heuer Formula 1 Chronograph 43mm was £1,620 against an RRP of £1,950, with a quoted delivery of 3 to 6 working days. At the other end, the Omega Speedmaster Moonwatch Professional 42mm was £5,580, with an RRP of £6,200. Delivery times vary a lot by model, from a few days to several weeks, so check the listing if you need it by a certain date. Prefer something dressier? The Longines Conquest Heritage 38mm was £2,260 against an RRP of £2,650, and the Breitling Superocean Heritage 36mm was £3,870 against £4,550. Before you buy, it's worth comparing these prices with the brand's own RRP and any authorised dealer offers, so you know exactly what you're saving.

Current offers

We don't have any discount codes for Swiss Watches Direct. The savings are built into the prices instead:

• 15 to 20% below RRP on new TAG Heuer, Breitling, Omega and Longines watches.
• VAT taken off for international, Jersey, Guernsey, BFPO and FCDO orders.
• Finance through Novuna on all watches, for spreading the cost.

How to save more

• Check the listing's delivery time before you pay. Watches that need sourcing can take 10 to 25 working days, so order early for Christmas. Watches delivered in December also get a 30-day exchange window.
• Don't size the bracelet straight away. The refund policy gives 14 days to return a watch, but only if it's unworn and unsized with all its paperwork.
• Factor in the £20 insured Royal Mail Special Delivery charge shown in the basket when you compare prices with other shops.

Products, prices and offers checked on the store's own website on 21 Oct 2026. Prices and stock can change.

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