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In the Name of Transparency, This Watch Dealer Reveals His Markup on Vintage Rolexes

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Customers say full-disclosure pricing helps them feel confident.

Paul Altieri, the owner of online pre-owned watch dealer Bob’s Watches, is the subject of a feature story in Forbes’ latest print issue in which the business magazine explains his unique business model and how it brings transparency to the “fraud-filled” market for vintage Rolexes. Six years ago, the article explains, Altieri decided to list the sale price for a watch alongside the price he’d pay to buy the same watch. Revealing that markup helps customers feel confident. “The price he’s willing to pay gives you a degree of transparency,” says customer Richard Wilt of White Plains, N.Y. “It helps you trust where you stand.”

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