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Why Are Invicta Watches so Cheap

Updated on December 1, 2010

Amazon has some of the lowest prices on Invicta's watches and wide selection of different styles. They also have free shipping and offer no-interest financing on watches over $149*.

Buy an Invicta Watch on Amazon

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If you have searched around the internet lately looking at watches, there's a good chance you ran across Invicta watches. These watches are some of the best selling watches online and feature a wide variety and huge selection of watches which appeal to every sort of watch wearer. But you may have some concern about why these Invicta watches are so cheap. And to answer that we have to delve into the history of the company.

Invicta's History

Invicta is a Swiss watch company that was originally founded by Raphael Picard back in 1837. Raphael was a watchmaker who lived in La Chaux-de-fonds, Switzerland and noticed that only the wealthy would wear the fine timepieces he and his contemporaries created. He wanted to offer the quality and craftsmanship of a luxury watch to everyone and so he sold his watches at a discount.

The company continued to grow and was very successful up until the early 1970s when the technology of the Japanese quartz watches became popular and became the new watch standard. After all quartz was much easier to manage then the manual winding or even automatic watches that required wearing every day.

Fast forward to 1991. The company had been suffering from lagging watch sales, and the descendants of Raphael who now ran the company needed to make a change in order to stay in business. The company did a complete overhaul of their image and re-branded themselves as a creator of modern and quality watches. They chose to offer their watches at a deep discount to hold true to the philosophy that the founder had over a hundred years earlier.

Invicta Watch Changes

Invicta's business strategy was to sell in volume which meant offering lower priced watches and having lower margins.  And when this happens invariably yet slowly overtime, companies look to cut costs to maintain their profitability.  Eventually Invicta changed from offering completely Swiss Made watches (notated by the SWISS MADE imprint on the watch face) to only the movement being of Swiss heritage (SWISS MOVT).  This subtle change indicates that the movement is still of Swiss reputation and quality, but the watches themselves are assembled elsewhere, assumedly in China or Hong Kong where labor is cheaper.  Finally, some of the cheap Invicta watches were switched over to the Japanese quartz movement which is actually more accurate and a lot cheaper than the Swiss mechanical movements. 

So the reason why Invicta watches are so cheap is because some of the watches have switched over to large scale manufacturing practices that are typical of other, lower priced watch brands.  This isn't to say that Invicta's quality has suffered, only the features offered are different and true watch lovers may prefer the old style purely swiss made Invicta watches that are a little harder to come by. 

It's important to note that not all of Invicta's watches have gone the way of mass manufacturing.  The price usually reflects the quality of the watch and some of the most expensive Invicta watches are comparable if not surpassing the quality of a Rolex or Tag Heuer.  So the motto "you get what you pay for" still rings true.

Why are Invicta Watches so Cheap on Amazon

When I was doing research for my Invicta watch review, I discovered that Amazon had the lowest prices on Invicta watches.  This made me wonder why and while I wasn't able to find anything to confirm this, here is what I believe:  Amazon has a lot of customers and because Invicta is trying to sell as many of their watches as possible, they wanted to take advantage of Amazon's reputation for online sales and popularity among online shoppers.  So they struck a deal with Amazon to put up a storefront and offer exclusive watches that you can't find anywhere else.  In particular, they have a wide range of men's Invicta watches that they saved for their Amazon customers.


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    • wshillington profile image

      Walter Shillington 

      15 months ago from Windsor, Nova Scotia, Canada

      Good, thoughtful article.

    • zaton profile image


      2 years ago from California

      They're not actually that cheap. Not when you compare them to luxury watches that some celebrities might wear. You gotta keep things in perspective.

    • zaton profile image


      2 years ago from California

      Invicta Watches are really not that cheap. SOME are, of course, but the upper brands are quality such as the Venom and Invicta Bolt Zeus. Have a look here to see high-res images of them:

    • profile image


      2 years ago

      I notice that NONE of these posters addressed customer service by Invicta?

    • profile image


      2 years ago

      you know what they call people who buy an Invicta? Invictims!

    • profile image

      Joe Raw For Invicta 

      3 years ago

      What Invicta does is bring quality timepieces to consumers at an affordable price this way you can own a great quality Swiss made watch that you are proud of without taking out a second mortgage on your home. And every brand marks up the msrp and discounts their items. Tag you can get 35% off of msrp Movado you can get 40% off of msrp and breitling and omega you can get between 25% and 35% depending on the authorized dealer. I am an avid collector of timepieces and own several of all the brands mentioned and the quality and style you get with an Invicta for the money is the best for the price your gonna get in the industry. Invicta owners out there know what I'm talking about. That's why we own so many too. You can get 2 or 3 subaqua noma's or a tag aquaracer that looks like everything else. The subaqua gets compliments has all the same functions is a fraction of the price and the quality and craftsmanship is just as good if not better. Eyal Lalo is the crusader of the watch industry

    • profile image


      3 years ago

      YOU GET WHAT YOU PAY FOR. The Swiss made invicta reserve collection I will put next to any tag Rolex breitling or omega. I own high end watches as well such as a Rolex and breitling and I get more compliments on my invictas. Reason they're not as much is they don't have to spend big money on celebrity endorsements and cut out middle men. Usually you can buy them direct. They also do not look like anything else on the market which is why people see them in person and say hey what kind of watch is that. A $50 watch is gonna be $50 no matter what brand but spend a few hundred in a bolt Zeus or a reserve subaqua Noma and I guarantee you are satisfied with your purchase

    • profile image

      Murtaza Farooqui 

      3 years ago

      Invictas usually are cheap when compared to anyother watches.

      This brand has been my favourite and as a watch collector i see the design,finishing and features it offers.

      Let me just give you a quick over view why you should go for invicta.

      First they are cheap i mean in $100 you get a invicta pro diver with marvelous finishing just like that of a rolex sub mariner.

      Automatic watches in other brands are good but lack that style hit design.Invictas give everything to a average budget buyer.I bought a intrinsic invicta reserce an analog watch for $104 while the same functionality in seiko,bvlgari or even the new swiss legend brand have it for above $150.

      So go for it!!.

      Look out before you buy on authentic dealer websites.

      Also invicta has some stupid design watches so stay away from investing money in it even if its $50 buy something which will give you a second look.

    • josephling profile image

      Joseph Ling 

      4 years ago from Kota Kinabalu, Sabah, Malaysia

      In my opinion, anyone who is looking for a striking and affordable watch that is crafted in high quality, should never go wrong to pick up an Invicta Pro Diver-Grand Diver watch. Found this one --

    • Taranwanderer profile image


      4 years ago

      The Invicta Pro Diver is by far my favorite Collection. They're so elegant and gaudy people can't help but comment on them.

    • josephling profile image

      Joseph Ling 

      5 years ago from Kota Kinabalu, Sabah, Malaysia

      I think it bears negative meaning when Invicta Watches are said to be so cheap. It may be misled to mean substandard in its quality. If that becomes the case, then it is doing injustice to Invicta Watches. Though some buyers may have bad experience in their purchases, majority of the buyers have expressed satisfaction in acquiring these timepieces. I would rather say that Invicta Watches are well made watches at affordable price tags that are low cost but high value for money .

    • profile image


      7 years ago

      Yep. Invicta watches are cheap everywhere. Their sale price is usually a fourth of their list price, which suggests that the list price is always inflated.

      I gotta admit. It's a good marketing strategy.

    • profile image


      8 years ago

      Invicta watches are cheap everywhere. Saw some Invicta watches at Costco's just as cheap. Amazon does have some great buys. Ebay too but I don't trust Ebay sellers enough to buy any watch on Ebay.


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