Edge cases, what if I’m microbrand-only new, or pre-owned-only authenticator-backed?

Two common edge cases:

Microbrand-only new (e.g. Christopher Ward, Baltic, Ming, Halios, Lorier): Different platform shape. You don’t need an authenticator partnership (you’re the brand, you authenticate by manufacturing), fraud screening is still important but volume rules are different (you’ll see normal e-com fraud patterns at $300, $1,500 AOV, not luxury fraud at $25k+), Brinks is overkill (FedEx with signature + declared value is fine). What you do need: pre-order / waitlist flow (microbrand sales are launch-driven, like fashion drops), limited-edition allocation (per-customer limits to prevent flippers), strap configurator (most microbrands offer 3-6 strap options at PDP), community / forum integration (Watchuseek, RedBar). Build cost is lower: $15k, $30k for a Magento + Hyvä launch. Closer to a fashion drop store than a luxury-watch store.

Pre-owned-only authenticator-backed (e.g. Bob’s Watches, Authenticator-cert dealers): The page’s default profile, everything I described in the main sections applies. The biggest variable is whether you partner with Hodinkee/Wempe/Watchfinder for authentication or build in-house. Volume threshold for in-house: ~200 pre-owned/mo. Below that, partner. Above that, build (the unit economics flip around month 12 of in-house).

Service / repair only (no sales): Magento + bookable appointments + service-SKU orders. No fraud screening needed (you’re charging service fees, not selling $50k pieces). Simpler build: ~$8k, $15k. The platform pattern is closer to a salon-booking store than e-commerce.

Tell me your specific shape in the consult form and I’ll tailor the recommendation. Most independent dealers are mixed (pre-owned + microbrand AD + service + accessories), which is the default profile this page is written for.