How to Create Listings That Sell on Chrono24

On Chrono24, your listing is your storefront. Before a buyer sends a message or makes an enquiry, they’ve already made a judgement based on the photos, description, and details.

High-quality listings are rewarded with better visibility, higher rankings, and more buyer interest. They build the kind of trust that turns browsers into buyers — and buyers into repeat customers.

At a glance, the ideal listing has:

• A main photo that is clear and clickable
• A high-quality photo gallery showing the watch from all angles
• A detailed, structured, and specific item description
• Accurate and searchable details (brand, model, reference number, production year, condition)

A potential buyer should be able to confirm three things from your photos:

• What watch is this?
• What’s the condition?
• What’s included in this listing?

By uploading 5 photos, you achieve up to 80% ranking performance on our platform, but if you upload 8, you unlock 100% ranking performance.

What photos should you include?

• Main photo: dial straight-on, full watch, centered
• Dial close-up: logo, markers, date window, texture
• Case profile (left): thickness and side condition
• Case profile (right): crown/pushers and side condition
• Lug close-ups: edges and corners (wear/polish details)
• Bezel close-up: alignment and scratches/chips (if applicable)
• Caseback: engravings and condition
• Bracelet/strap + clasp closed
• Clasp open: bracelet/strap condition
• Delivery contents: one clear layout shot (box, papers, extra links, etc.)
• Optional: one close-up of key documents/items
• Optional: movement or lume shot

Here is an example of what a perfect photo gallery looks like:

Every listing you publish appears on your Chrono24 dealer page. Buyers who visit your page see all your watches together, and consistency in your main photos makes a significant difference to how your business comes across.

When your main photos share the same background, orientation, and framing style, your page looks like a curated boutique. When they don’t, even great individual photos can make your storefront feel disjointed.

A simple way to think about it: shoot all your main photos the same way, every time. Same background, same lighting setup, same framing. This builds an identity for your business that buyers recognise and trust.

Your goal isn’t to document every single nick and scratch on the watch, but show anything a buyer would notice on arrival. If wear is noticeable in real life, add a close-up.

Good examples:

• Scratch on clasp
• Ding on a lug edge
• Bezel nick at a specific position
• Crystal scratch/chip (if any)

Avoid:

• Out-of-focus close-ups
• Overexposed photos where scratches disappear
• Shots from a distance where wear isn’t visible

Your description is where you earn buyer confidence. When a buyer can’t find the information they need, they don’t ask, they move on. A vague description signals uncertainty and reduces conversions. The example below is the kind of listing that generates avoidable questions, delays, and drop-offs.

The examples below show what a complete listing description looks like in practice. Use them as a guide and adapt the structure to your own listings.

Here’s an example of a description that needs work:

“Beautiful watch in good condition. Rose gold with black dial. Comes with box. Bracelet can be adjusted. Contact us for more details.”

Notice what’s missing: no condition breakdown, no delivery contents, no service history, no shipping or tax information. Most buyers won’t stick around to ask for what should already be there.

The most common mistakes to avoid:

• Describing condition as “good” or “excellent” with no component-by-component detail
• Listing delivery contents as “see photos” without specifying what’s included
• Leaving out shipping costs, insurance, and tax/duty information
• Entering a production year as exact when it’s an estimate
• Using an incomplete reference number (e.g. 126710 instead of 126710BLNR)
• No mention of service history or authenticity testing

What the same listing looks like with the basics added:

“Audemars Piguet Royal Oak 15400 in steel. Overall condition is very good.

Case: light hairlines on polished surfaces, no dents. Bezel: minimal wear. Crystal: clean. Dial: excellent. Bracelet: light desk wear on clasp.

Includes: watch, original box (outer and inner), original papers, additional link.

Watch has been tested and is fully functioning. Not polished.

Ships insured with tracking from Zurich, Switzerland. Buyers outside the EU are responsible for applicable import duties. 1 year dealer warranty.”

The second description answers the questions a buyer would have before they even think to ask them.

Complete, accurate Basic Info entries are a key driver of listing performance. They help buyers find your watch in search and feel confident that what they see matches the photos and item description. Missing or inconsistent details can reduce trust and create avoidable follow-up questions.

A) Fill Out Every Field Accurately

• Aim to fill out every available field, not just the required ones. The goal is accuracy and detail:
• Choose the most specific option available (materials, colors, features, etc.)
• Keep entries consistent across Basic Info, photos, and item description
• Don’t guess. If you can’t confirm a detail, use the available “unknown” options or add a clear note in the item description

B) Reference Number

The reference number is essential for being found and compared. Many buyers search and filter by reference number, so accuracy matters.

• Use the exact reference number as it appears on the watch and/or in the original documentation
• Include any suffix or variant (e.g., 126710BLNR, not just 126710)
• If you’re unsure, check the original papers or the watch manufacturer’s website rather than estimating

C) Production Year

• Enter the production year as precisely as you can:
• Enter the exact year if you know it
• Select approximation if you’re entering a best-known estimate
• Select unknown if you genuinely don’t know
• Avoid entering an estimated year as exact. If it turns out to be wrong, it can lead to dissatisfaction and disputes.

D) Condition

Your condition selection should match what a buyer will see in your photos and item description.

• Select the appropriate top-level condition (e.g., New, Like new, Used)
• Set the overall condition as precisely as possible (e.g., Very good (minor signs of wear))

Use the additional condition sections to add detail about the other areas of the watch.

E) Delivery Contents

Select only what’s included in the shipment and make sure it matches your photos and item description.

Be especially careful with box and papers. If you only have a service card or generic documentation, don’t present it as original papers.

F) Set a Competitive Price

Set a competitive item price based on the current Chrono24 Market Price, and the specifics of your watch (condition, delivery contents, and completeness), or by searching the reference number of your watch and comparing against other similar listings.

If you’re open to negotiation, select “receive price suggestions.” This allows interested buyers to send you an alternative price proposal via the “Suggest a price” option on the listing page.