The Chrono24 Listing Guide for Professional Dealers
TL;DR
To sell well on Chrono24 in 2026: understand the fees (private sellers pay a flat 6.5%; professional dealers pay a monthly package from ~€199 plus a dynamic 9–12% commission), build complete listings with thorough photos and exact references, price against recent comparables, and always calculate your margin after commission before you list.
Chrono24 is the default marketplace for independent dealers — 9 million+ monthly users and 560,000+ listed watches. That reach comes with competition and fees, so a sloppy listing simply gets buried. Here's how to list watches that actually sell, and keep your margin while doing it.
Understand the 2026 fee structure first
Fees shape everything about how you price. As of 2026:
- Private sellers pay a flat 6.5% commission on the sale, with no listing fee.
- Professional dealers pay a monthly package (from around €199/month, scaling with inventory size) plus a dynamic commission, generally 9–12%, that varies by brand, condition and demand.
- Trusted Checkout (Chrono24's escrow) is free for buyers and sellers, based on public information.
Confirm your real rate
Chrono24 moved dealers to dynamic commission in October 2024 and doesn't publish the exact formula. Confirm your current rate in your dealer account, and estimate any sale with the free Chrono24 fee calculator.
Build a listing that converts
Buyers spending four and five figures scrutinise everything. A complete, honest listing wins trust and filters out time-wasters. Cover:
- Photos: dial straight-on, both case profiles, caseback, clasp and bracelet, plus honest close-ups of any flaws — in good, neutral light.
- Exact reference number and serial status, with the production year (or 'circa' and your basis).
- Full-set status: box, papers, warranty card, extra links and accessories — state precisely what's included.
- Condition, honestly graded: unworn, excellent, good, fair — and any service history.
- Trust signals: secure payment via Trusted Checkout, clear returns/shipping terms, responsive replies.
Work through the full watch listing checklist before you publish.
Price against the market, not your hope
Filter Chrono24 for your exact reference, year, condition and full-set status to see what comparable watches actually sell for — not just asking prices. Price competitively enough to surface in buyer searches, but always back-solve from your net: subtract commission, shipping and any VAT to confirm the deal still works.
Protect your margin
Before listing, run the numbers in the watch margin calculator — it nets off Chrono24's fee, shipping and VAT margin scheme so you see true profit. And see Kigu for Chrono24 dealers to track it across your whole inventory.
After the sale: keep clean books
Record every sale with the actual commission, shipping and expenses so your reported profit reflects what hit your account — not the sticker price. Across dozens of sales, that's the difference between thinking you're profitable and knowing it.
Frequently asked questions
How much does Chrono24 charge to sell?
As of 2026, private sellers pay a flat 6.5% commission with no listing fee. Professional dealers pay a monthly package (from roughly €199/month) plus a dynamic commission generally in the 9–12% range. Confirm your exact rate in your Chrono24 account.
How many photos should a Chrono24 listing have?
Enough to show the watch honestly: dial, both case sides, caseback, clasp, bracelet/strap, and close-ups of any wear. More high-quality photos generally build more buyer confidence.
How do I price competitively on Chrono24?
Filter for your exact reference, year, condition and full-set status to see recent comparable sales, then price to surface in searches while confirming your net margin after fees still works.
Does Kigu integrate with Chrono24?
Kigu imports your inventory from Chrono24's CSV export format and tracks true P&L after fees. It is a back office for your sales rather than an automated listing tool — you list on Chrono24 as usual.
Related reading
Compliance & Tax
How VAT and sales tax work on second-hand luxury watches for dealers — the UK and EU margin schemes, US sales tax, Swiss VAT, and the Brexit effect. Educational overview, not tax advice.
Starting Out
A practical, honest guide to starting a luxury watch dealing business in 2026 — business model, registration and compliance, sourcing channels, where to sell, real margins, and the mistakes that sink new dealers.
Watch Knowledge
What a watch reference number is, how it differs from a serial number, how to read a Rolex or Patek Philippe reference, and why references are the foundation of valuation and authentication.
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