Uret.se

Uret.se, luxury and designer watches online

Uret.se is a Swedish online store dedicated to selling watches, with a catalogue ranging from high horology pieces to designer models and smartwatches. The company presents itself as Scandinavia's largest online watch store and operates exclusively online, with delivery throughout Sweden.

The site offers more than 30,000 different models, of which around 8,700 are in-stock references, from more than 70 recognised manufacturers. The company states it has delivered watches to over 275,000 customers since it was founded in 2006.

Available brands and categories

The catalogue is organised into several categories: premium watches, high horology, mid-range quality watches, fashion and designer watches, smartwatches and digital watches. It also includes a pre-owned watch section with pieces from brands such as Rolex, Breitling, Cartier, Omega, TAG Heuer, Tudor, Panerai, IWC, Oris and Longines.

Among the brands it sells are Omega, TAG Heuer, Longines, Tudor, Breitling, Rolex, Maurice Lacroix, Seiko, Mido, Casio, Tommy Hilfiger, Michael Kors, Emporio Armani, Marc by Marc Jacobs, Diesel, Just Cavalli, Armani Exchange, Citizen, Hamilton, Tissot, Certina, Bulova, Garmin, Gucci, Hugo Boss, Lacoste, Montblanc, Patek Philippe, Audemars Piguet, Jaeger LeCoultre, Panerai, IWC, Zenith, Rado, Raymond Weil, Frederique Constant, Glashütte Original, Grand Seiko, Nomos Glashütte, Oris, Swatch, Timex, Victorinox and Wenger, among many others.

The store segments watches by gender (men's, women's), by movement type, by strap material (leather, rubber, steel), by style (diving, aviation, chronographs, digital) and by price range, from under SEK 5,000 to over SEK 100,000.

Secure shopping and customer services

The company emphasises the security of online shopping. Among the terms it advertises are 100 days' right of return, secure payments, a guarantee on all watches, fast and insured delivery, and the option to pay by invoice after delivery or in instalments through Swedbank. For watches from exclusive brands it offers a minimum of two years' authorised international warranty, and for other brands, a two-year retailer warranty. It also offers an optional extended warranty insurance called Uret Protection.

Customer service is available by email and telephone to help customers choose a watch.

Sale of pre-owned watches

In addition to selling new watches, Uret.se has a section for buying used watches: customers can sell their watch to the company. The pre-owned watch section includes certified pieces with original documentation and box, with examples such as a 2008 Rolex Yacht-Master, a 2005 Rolex Explorer II Polar, a 2023 Omega Seamaster Diver 300M, a 2019 Rolex Sky-Dweller, a 2014 Omega Speedmaster Professional and a Rolex Explorer from the late 1980s or 1990s.

History and positioning

Founded in 2006, the company began operating at a time when buying watches online generated a certain distrust among customers. According to its own presentation, it has gradually built its online store to offer greater security in purchasing. It describes itself as Scandinavia's largest online watch store and states it offers prices between 15% and 75% lower than those of traditional jewellers. The company declares it is an authorised dealer for only a few of the brands it sells and that its goal is to offer the lowest prices on the market.

The site includes sections for new arrivals, bestsellers, outlet and sale, with in-stock models ready for immediate dispatch.