Watch Out for This Convincing Rolex Scam on Local Listings

Berkshire County Sheriff Issues Warning Over Luxury Watch Scam

The Berkshire County Sheriff’s Office is alerting the public to a sophisticated online scam targeting buyers of high-end watches. Investigators report a surge in fraudulent listings for luxury timepieces, particularly Rolex watches, on popular social media marketplace platforms.

According to authorities, scammers are posting enticing ads for watches at prices significantly below market value to lure in potential buyers. The transactions are designed to move quickly, often pressuring the victim to send payment via irreversible methods like peer-to-peer payment apps or wire transfers before meeting in person or seeing the product.

How the Scam Operates

The fraud typically follows a familiar pattern. After initial contact is made through the marketplace, the seller provides convincing photographs and details. They may offer a seemingly legitimate reason for the low price, such as an urgent need for cash or an inheritance.

“Once payment is sent, the seller becomes unresponsive, blocks the buyer, or the proposed meeting location suddenly changes at the last minute,” explained a sheriff’s office spokesperson. “The item, of course, never materializes.”

Protecting Yourself from Marketplace Fraud

Law enforcement urges extreme caution with any online transaction, especially for high-value goods. Key recommendations include:

• Insist on Face-to-Face Exchanges: Always meet the seller in a safe, public location, such as a police station parking lot, to inspect the item before any money changes hands.


• Avoid Digital-Only Payments: Be highly suspicious of sellers who demand payment exclusively through apps like Venmo, Cash App, or Zelle. These payments are like sending cash and are nearly impossible to recover.


• Verify Market Value: If a deal seems too good to be true, it almost certainly is. Research the typical retail and resale value of the item to spot unrealistic pricing.


• Inspect Before You Buy: Physically examine the item. For luxury watches, this includes checking the weight, movement, serial numbers, and craftsmanship.

The sheriff’s office advises anyone who believes they have been targeted by this scam, or who has sent money to a suspicious seller, to contact their local police department immediately to file a report.

What do you think?

• Should social media platforms be held legally liable for financial scams that originate on their marketplaces, or is the responsibility solely on the user?


• Is paying with “cash in hand” at a safe exchange location still the gold standard, or have digital payment methods become trustworthy enough for high-stakes private sales?


• Does the prevalence of these scams mean we should avoid buying luxury goods from private sellers online altogether?


• If you lost a significant amount of money in a scam like this, would you blame the platform’s lack of oversight or your own judgment for trusting a stranger?

Reporting for BNN.