Should You Buy a Fake Watch? Let’s Talk About Super Clones and Why It’s Not Worth It

We’ve all seen the Facebook and Instagram ads. “1:1 Super Clone Rolex Submariner.” “No one will ever know.” The promise is simple: get the look of a luxury watch for a fraction of the price. Why spend £8,000 on a watch when you can spend £400 and get something that looks 99% the same?

It’s a tempting thought, especially when you see those crisp photos online and the videos from “reviewers” insisting these super clones are so good even a watchmaker would struggle to spot the difference. But here’s the thing: buying a fake watch — even a so-called super clone — is almost always a bad idea. Let’s unpack why.

The Temptation of the Super Clone

Let’s be clear: these fakes have come a long way from the cheap market knock-offs of the past. We’re talking about watches with movements that mimic the sweep of a real Rolex, laser-etched coronets, and even serial numbers engraved where they should be. For many, it’s a way to “enjoy” the luxury aesthetic without dropping life-changing money on a watch.

Websites like Super Clones and countless Telegram groups push these watches with slick marketing, tempting you with phrases like “1:1 perfect,” “exact weight,” and “Swiss movement.” It can feel like a clever workaround if you’re priced out of the luxury market or simply can’t stomach paying £10,000 for a steel sports watch.

The reality, though, is that the fantasy of owning a luxury watch is about more than the way it looks on your wrist.

They’re Never Really That Good

Let’s get one thing straight: they’re never as good as the real thing. Not even close.

Yes, at a glance, a super clone might look convincing enough to fool your mate at the pub, but under closer inspection, the differences appear. The bezel won’t have the same crispness. The lume will be weak or uneven. The bracelet will feel wrong, with sharp edges or a rattle when you move. The date wheel will be slightly off. The crown threads will feel gritty.

And that movement? Even if it’s a clone of the real calibre, it’s not built to the same tolerances, with the same quality control, or with the same long-term durability. If something goes wrong, good luck finding someone to service it.

The real tragedy? Every time you glance at it, you’ll know. It won’t spark the same joy that a genuine watch does, and that matters more than most realise.

No Stories, No Substance

Watches are about stories. They’re about moments in your life, milestones, and memories. A real watch — whether it’s a Seiko or a Submariner — carries weight because it’s a piece of engineering designed and crafted with purpose. You’re wearing a brand’s heritage, innovation, and design thinking on your wrist.

A fake watch has none of that. There’s no journey, no pride of ownership, no sense of connection. It’s a hollow shell, a costume piece that looks the part but lacks the soul that makes watch ownership special. It’s like wearing a fake university hoodie from a school you never attended.

If you’re buying a watch because you want to feel something every time you look at your wrist, a super clone will never deliver.

Ethics and the Industry Impact

Let’s talk about the uncomfortable bit: buying fake watches funds crime. The counterfeit watch industry is tied to organised crime networks, often using forced labour and contributing to broader issues like smuggling and even human trafficking. It’s not just a harmless “victimless” transaction.

Luxury watch brands invest heavily in research, design, and maintaining standards that protect the value of your watch collection. Supporting the counterfeit industry undermines these efforts and chips away at the industry we love.

If you care about watches, supporting a black market that exists to steal intellectual property from the brands we admire is fundamentally at odds with being a watch enthusiast.

Resale? Forget About It.

If you change your mind about your super clone, it’s worthless. You can’t trade it in, you can’t ethically sell it, and you’re stuck with a watch that will only lose its appeal as soon as the initial novelty fades.

Compare that to a real watch, even a well-chosen entry-level piece, which will hold some value and can be sold on if your tastes change or you want to fund your next piece.

Better Alternatives to a Fake Watch

If you’re tempted by a super clone because you love the design of a certain watch, consider homages from legitimate brands. Steinhart, Lorier, and Baltic make watches that echo the designs of classic pieces while adding their own spin, delivering quality and originality at a fraction of the price of a luxury watch.

Or, better yet, embrace what you can genuinely afford. There is a certain pride in wearing a Seiko, Citizen, or Hamilton and knowing it’s yours, real, and earned.

And if you’re chasing the luxury dream? Save, plan, and make it a goal. The day you put a real Submariner, Speedmaster, or Black Bay on your wrist will mean infinitely more when you know you worked for it.

Final Thoughts: Don’t Do It

The fake watch rabbit hole promises an easy win but delivers nothing but disappointment. A super clone might get you a few compliments, but it will never give you the real satisfaction that comes with owning a genuine watch. Watches are about emotion, craft, and connection — a fake simply can’t deliver any of that.

If you truly love watches, back yourself, respect the journey, and don’t buy fakes.

Because trust me, the best watch in the world is the one that’s real, sitting on your wrist, and making you smile every time you check the time.