Our Story
About Us
WATCHES DIRECT® is a brand founded by industry insiders who saw an opportunity to offer great value on luxury watches, while also solving an industry-wide problem of excess inventory. At our core, we're dedicated to providing great value on luxury watches. Let us explain how it all works.
WATCHES DIRECT®
WATCHES DIRECT®
Excess inventory
Every year, the global watch industry introduces new watch models that replace older versions of the same watches. As a result, virtually overnight there's excess watch inventory in retail store showcases. So we came up with a solution. We offer excess inventory on sale, saving you up to 30% off your favorite watch brands.
Revolutionary prices
We're dedicated to cutting out traditional retail markups and providing customers with maximum value on their watch purchase. That's why we provide transparent pricing including all of the info you need to calculate the true savings on each watch.
First-class experience
At a WATCHES DIRECT® showroom you're guaranteed a first-class experience. Get assistance from industry experts in-store or virtually from the comfort of your own home.
By circumventing traditional industry practices we’re able to provide exceptional quality diamonds and jewellery at a fraction of the traditional retail price. We call it shopping DIRECT™.
Fair Prices
Fair Prices
Traditional Pricing
Watch retail prices are consistent industry-wide and these retail markups help brick and mortar watch dealers pay for high operating costs like rent and staffing. This means that most traditional luxury watch retailers can't afford to provide any meaningful discounts on their watches or offer transparency on pricing.
Our Pricing
We cut right to the chase by cutting out traditional retail markups on watches and providing transparent pricing and savings information on each timepiece for sale.
Take a Peek
Take a look behind the curtain.
Compares some of our best sellers with traditional retailers.
We believe Canadians have a right to transparent diamond advice and pricing, without the crazy retail markups. So we've designed a process to provide just that. Let us explain how.
Luxury timepieces
Luxury timepieces
Our watches
WATCHES DIRECT® timepieces are brand name luxury watches at a fraction of the traditional retail price. We ensure the quality and integrity of every watch on sale by including a manufacturer guarantee on each timepiece.
Our Showrooms
Every WATCHES DIRECT® showroom is conveniently located to service you in-person or online. Our hands on approach to providing a seemless omni-channel experience ensures you have access to expert assistance and support from the comfort of your own home or in-store.
Our Standards
WATCHES DIRECT® timepieces are guaranteed genuine luxury watches. We're able to stand behind the quality and authenticity of each timepiece with a manufacturer warranty.
At Diamonds Direct our brands only use solid gold, no plated jewellery here.
Forever Golden
Karats
Karats are a measurement of gold purity. Since 100% or "24k" gold is naturally very soft, gold used in jewellery is mixed with other metals and minerals, in a process called alloying, to enhance the hardness and durability.
10k
The most durable and most affordable purity, 10k gold is 10/24 parts, or 41.67% pure gold. The ratio of pure gold to alloy gives 10k a very soft yellow hue.
14k
14k gold is the most popular purity used in gold jewellery. Still highly durable but higher in purity at 58.3% pure gold.
18k
18k is also highly popular in jewellery crafting. At 75% gold it is softer than 10k or 14k and requires a little more maintenance and care.
Hues
Gold jewellery can be found in 3 different hues: rose gold, yellow gold and white gold. Each hue is achieved by alloying gold with specific metals that produce a unique composition and tone that falls within one of the three hues.
Rose Gold
Rose gold includes red, rose and pink tones. Pure gold is alloyed with copper to create this romantic colour. The more copper used, the more red the gold appears.
Yellow Gold
The most common hue for gold jewellery is achieved by mixing pure gold with alloy metals like copper and zinc. The hue of the alloy will affect the hue of the final product making it appear more red, more yellow, lighter or darker.
White Gold
White Gold is achieved by mixing pure gold with white metals such as nickel, silver and palladium.
Oh, Canada!
We believe Canadians deserve honest diamond advice and transparent pricing, without the crazy retail markups.
Access our loose diamonds via local showroom appointment or with a digital consultation from anywhere in the country. For the fine jewellery of your dreams explore our Jewellery Direct and Gold Direct brands, available exclusively online.
Free international shipping and
no order minimum
Free 30 day returns
(but we doubt you’ll need it)
Each watch comes with an official manufacturer warranty