Buying Swiss Luxury Watches in Italy: A Smart Move for American Travelers

For American travelers visiting Europe, Italy offers a unique opportunity to purchase Swiss luxury watches at significantly lower prices than in the U.S. Thanks to the combination of VAT refunds and no import duties when bringing your watch back home, your next Longines, Mido, Maurice Lacroix, Bulova, or Squale can be more affordable than you ever imagined.

Why Luxury Watches Are Cheaper in Italy Than in the U.S.

Italy provides a strong advantage for tourists: no extra import taxes for U.S. residents if you pick up your watch locally. You can order online, pick up in-store, and avoid shipping fees or customs delays. Compared to buying in the U.S., the savings can be hundreds or even thousands of dollars.

Longines Conquest L3.835.4.72.6 Automatic 42.00 mm

U.S. Price: $3,950
Price in Italy: $3,524 – Save over $426!

Shop Now & Pick Up in Italy

Swiss Watch Brands at Great Discounts

Whether you are looking for watch sale Seiko, watch sale Tissot, or watch sale Tag Heuer, Italy offers authentic collections at unbeatable prices. Luxury watch discounts include:

Longines: classic chronographs and elegant models at reduced prices.
Mido: Swiss watches with excellent quality-to-price ratio.
Squale: diving watches with professional specifications.
Bulova: iconic designs with strong discounts for travelers.

How the Purchase Works – Step by Step

Order your watch online via our website.
Choose in-store pick-up upon arrival in Italy.
Enjoy savings with no U.S. import duties or VAT.
Bring your luxury watch home safely with full warranty.

What Our Customers Say

Cicala Gioielli

"From the very first contact with Tony and the team at Cicala, I felt I was in expert hands. They provided excellent guidance for choosing my Longines watch, and the price was far lower than I would have paid in the U.S. Picking up in-store was effortless. I couldn't be happier with my purchase!"

– Ron Q., USA ★★★★★

Read the full review on Trustpilot

Watch Sale Discounts and Promo Codes

Take advantage of our exclusive offers and promo codes. Use keyword-rich discounts like watch shop discount code, watch pilot discount code, and watch direct discount code to maximize savings.

Italy vs Switzerland – Which Is Better for Buying a Swiss Watch?

Many travelers ask: “Is it worth buying a Swiss watch in Switzerland?” While Switzerland offers VAT refunds, Italy provides the same high-quality brands at competitive prices, plus the convenience of in-store pick-up and no import duties for U.S. travelers. Overall, Italy often provides more savings and less hassle.

Common Questions About Buying Luxury Watches Abroad

What is the rule for Swiss Made watches?: At least 60% of the watch's value must be produced in Switzerland for it to qualify as “Swiss Made”.
Buying a watch in Europe and returning to the U.S. – do I pay import duties?: No, as long as you declare it as a personal item and pick it up in-store, you avoid extra taxes.
Best place to buy a Swiss watch while traveling?: Italy’s official retailers and boutiques provide authenticity, warranty, and competitive pricing.
Which luxury watch should I buy?: For value and quality, Longines and Mido are excellent choices; for diving, Squale; for iconic designs, Bulova.

Final Take – Why American Travelers Should Buy Their Luxury Watch in Italy

Save more than you imagined on Swiss luxury watches. No import duties, no extra VAT, authentic brands, convenient in-store pick-up, and exclusive discounts for travelers. Order online today, pick up in Italy, and enjoy your next luxury watch at unbeatable prices.