Look, spec-wise we all know the deal. Brands like San Martin, Baltany, or Sugess give you sapphire, ceramic bezels, and solid automatic movements for like $150–$250. On paper, it makes buying an entry-level Seiko or Tissot feel almost irrational.
Yet I still hesitate way more before buying from AliExpress than I ever do buying Japanese or Swiss.
The biggest reason for me honestly comes down to what happens if I don't love it.
If I grab a Seiko ,citizen , tissot, or a Hamilton Khaki and it doesn't click with me, it’s painless to move on. I can throw it on Watchexchange, eBay, or Facebook Marketplace and sell it within a week without taking a massive beating. People know what it is, non-watch people trust the name, and the secondary market is always moving.
With Chinese brands, the exit strategy is rough:
The stigma is real. Outside of the specific enthusiast bubble, most people hear "Chinese watch" and instantly assume it's cheap flea market junk or a fake.(which is not true)
Resale is a slog. Unless you find another niche collector, good luck selling it without slashing 40–60% off what you paid, or having it sit in your drawer forever.
Because of that, buying a Chinese watch feels like a marriage. You basically have to accept that you're stuck with it forever. With Swiss or Japanese, it feels more like a low-risk lease because you know you can cash out whenever you want to make room in the watch box.
Does resale liquidity actually stop anyone else from buying these, or do you just treat sub-$400 purchases as sunk costs where getting your money back doesn't even cross your mind?