How we rate
Short version: we write first looks, not reviews. We tell you exactly where every claim comes from, we never publish scores, and nobody can pay to be picked.
No paid picks. Ever.
Brands cannot buy a spot.
Sources on every page
Every claim, cited and dated.
We earn a cut, not a say
Affiliate links, clearly marked.
Specs, not vibes
From brand sources, checked twice.
Our five rules
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First looks, not reviews
Most watches we cover are brand new. We build each first look from published specs, brand material and owner feedback. When an editor has worn the watch, the page says so at the top.
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Nobody pays to be picked
No sponsored placements, no paid reviews, no free watches in exchange for coverage. Ever.
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How we make money
Links to Amazon UK are affiliate links. If you buy, we earn a small commission at no extra cost to you. It never decides what we pick or what we say.
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No prices we cannot stand behind
We only show an Amazon price when it comes straight from Amazon and was checked in the last 24 hours. Until then, the button links to Amazon without a price.
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We fix mistakes in public
Spot an error? Tell us. Corrections are logged with a date on the page they affect and on our corrections page.
How a first look gets made
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A watch launches
New watches from established brands, from about £50 to £1,000.
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We read everything
Brand specs, the press release, independent coverage and owner feedback.
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We write a first look
Who it suits, who should skip it, the catch, with every source listed.
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Checks before it goes live
Sources, banned claims, prices and honesty about what we have handled.
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We fix mistakes in public
Corrections are dated on the page and on our corrections page.
What is a WhichWatch first look?
A first look is a structured guide to a newly launched watch, written from published specifications, the brand's own material and themes from public owner feedback. It is not a hands-on review. Unless a page carries the Hands-on label, nobody at WhichWatch has worn the watch, and the copy never pretends otherwise.
Where does the information come from?
Every first look lists its sources at the bottom of the page, with the date each one was checked. Each piece has at least three, and at least one is always the brand's official site. Owner feedback comes from public forums, communities and independent publications, and is paraphrased and credited. We never copy Amazon customer reviews or star ratings.
Why are there no scores or star ratings?
A score suggests a test we have not done. We tell you who a watch suits, who should skip it, and how its specs compare with close rivals. That is more useful than a number, and it is honest about what a first look is.
How do we choose which watches to cover?
We cover recent launches from established brands that you can buy from Amazon UK, across eight types (dive, field, dress, chronograph, GMT, digital, smart and pilot) and four price bands. Brands cannot pay to be included and do not see pieces before they go live.
How is each first look put together?
Drafts are prepared with the help of AI tools, working only from the cited sources. Every piece must pass automatic checks before it can be published: a direct answer of 40 to 70 words, at least 600 words of guidance, at least three working sources including the brand, no invented testing claims, no ratings, and British spelling. We publish at most three first looks a day, so that each one gets proper attention.
What happens when something changes?
Every page shows the date it was first published and the date it last changed. If we correct or update a published first look, the change is logged with its date in the corrections note on that page, and on our corrections page.
How does WhichWatch make money?
When you buy through one of our Amazon links we may earn a small commission, at no cost to you. It never decides what we cover or what we say. Read our affiliate policy for the detail.
Recent corrections
All corrections-
Machbuster Chronograph Camel Brown: a 41 mm meca-quartz flieger: Corrected the description of the case, sub-dials and strap colour to match AVI-8's product image.
Chronograph Fixed -
The Automatic Edit: Corrected: the hands criticism on the previous Mako came from a review, not from owners.
Edit Fixed
Questions about us
Do you actually wear the watches?
Not usually. First looks are written from specs, brand material and owner feedback, and they say so. A page only says we wore a watch when an editor has, and then it carries a Hands-on label.
Do brands send you watches?
We do not accept watches in exchange for coverage. If a brand ever lends us one, the page will say so.
Why only Amazon UK?
One retailer, one set of rules, clearly labelled links. It keeps things simple for you and stops us chasing whichever shop pays the most.
Do you use AI?
Yes, to help research and draft first looks from the cited sources. Every piece then has to pass automatic checks before it can be published, and every source is listed on the page.