Key facts
- Dealers are employing "ghost listings" for luxury watches.
- These listings feature brands such as Rolex and Patek Philippe.
- The watches advertised are not actually in the dealers' possession.
- The practice aims to deceive and attract wealthy collectors.
- Bloomberg's Chris Rovzar investigated this phenomenon.
Wealthy collectors are increasingly falling victim to a deceptive practice in the luxury watch market, where dealers post "ghost listings" for highly sought-after timepieces from brands like Rolex and Patek Philippe. These listings advertise watches that the dealers do not actually possess, serving as a lure to attract potential buyers. Bloomberg journalist Chris Rovzar investigated this phenomenon firsthand by pursuing one such fraudulent listing.