Sponsored by the Gemological Institute of America
EBay Is Now Authenticating Watches Too
The e-commerce auction site is enlisting third-party experts to verify the authenticity of thousands of timepieces.
San Jose, Calif.—EBay has announced a plan to combat counterfeits and increase consumer confidence in timepieces sold in its marketplace.
The company announced Wednesday that it’s expanding its eBay Authenticate program to include luxury watches. It originally launched the program last year for handbags.
For the program, a team of third-party professionals hired by eBay verifies the authenticity of a watch or a purse. The item then receives an “Authenticity Verified” label.
In a news release, eBay said that close to 7,000 high-end watches sold on its site are now available with the label. The selection encompasses more than 30 brands including Rolex, Patek Philippe, Omega, Audemars Piguet, Breitling and Panerai.
The models for sale, all from “top-rated” eBay vendors, are a mix of new, pre-owned and vintage watches.
EBay said it will add models daily, and expects about 10,000 total authenticity-verified watches to be available in the coming weeks.
James Hendy, senior director of eBay Authenticate, said: “EBay has the largest selection of luxury goods—from rare and designer handbags to fine wristwatches—and we know this community wants an added layer of trust and confidence when buying in these categories. We’re adding third-party authentication to this inventory because we know the importance buyers place on trust for high-value purchases.”
The company also rolled out its authentication program in Europe this month, expanding to markets like the United Kingdom and Germany.
EBay said that in the United States, a watch is purchased on its website every five seconds. Overall, its most popular and valuable watch styles are the Rolex Submariner, Rolex Daytona and Rolex GMT Master-II.
The San Jose, California-based online marketplace isn’t the only player in the secondhand market to amplify efforts to gain consumer confidence and weed out fakes.
Last month, TrueFacet launched its brand-certified program, in which pre-owned watched and jewelry are certified authentic by the brands that made them.
The Latest

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.