What does “Flip” mean?

To flip a watch is to buy it with the aim of reselling it quickly for a profit, rather than to wear or keep it. Flipping is what many dealers do day to day, but the word is also used, often critically, about private buyers who get an in-demand watch at retail from an authorised dealer and sell it straight away above retail.

Brands and authorised dealers try to discourage flipping of in-demand models, for example by giving allocations to known clients, asking buyers to agree not to resell for a period, or recording the buyer's name on the warranty card. For dealers, a profitable flip depends on buying below what the market will pay, knowing the costs (shipping, fees, any service) and selling before prices move. A watch bought to flip is usually kept unworn, with its protective stickers and the full set, because that is what buyers pay the most for.

Example: 'Quick flip, bought this morning, unworn with stickers, available at a small margin.'