Authorised Dealer (AD)
A retailer officially approved by a watch brand to sell its new watches and provide associated brand-backed services.
Also known as: AD, Authorized Dealer
Definition
A retailer officially approved by a watch brand to sell its new watches and provide associated brand-backed services. An Authorised Dealer is a retailer formally appointed by a watch manufacturer to sell its products. ADs normally provide manufacturer-backed warranty activation and operate under brand distribution rules; appointment is brand-specific.
Why it matters
The selling channel affects warranty, consumer protection, pricing and who stands behind the transaction. 'Authorised Dealer (AD)' should therefore be identified separately from the watch's physical condition.