
Company Lore
7.7.2025
The Problem with Pre-Orders in the Watch Market
At Towson Watch Company, we take issue with the concept of pre-orders, where a brand releases a new watch for purchase before it has been made. We support reservations, where a customer claims a piece currently in or ready for production. The key difference is that a reserved watch is being made regardless of demand, while a pre-ordered watch is only produced after the demand has been secured and payment has been made. Pre-orders align supply and demand driven purely by economic motives. Consequently, pre-ordered watches often lack the brand integrity and artistic continuity that would make them collectable and valuable in the long run.