Is ashford.com a scam?

Based on our automated analysis, ashford.com has a risk score of 0/10 and is currently classified as "Pending Scan". Our system checks WHOIS data, TLS certificates, page content, network links, and compares against known scam databases. See the full evidence report for details.

Is ashford.com safe to use?

Our detection system has assigned ashford.com a risk score of 0/10. We recommend reviewing all evidence before interacting with this site.

What is the risk score for ashford.com?

ashford.com has a risk score of 0 out of 10, where 10 is the highest risk. Scores of 7+ indicate high risk, 4-6 indicate suspicious activity, and 1-3 are under review.

Is Ashford Legit? Ashford.com Review & Scam Check 2026

Ashford.com is a legitimate online watch retailer, not a scam. The company has been selling luxury timepieces online since 1997 and maintains a verifiable business presence with a Better Business Bureau profile, thousands of customer reviews across multiple platforms, and nearly three decades of operation. However, Ashford operates primarily as a grey market dealer, which has specific trade-offs that buyers should understand before purchasing — most notably around manufacturer warranty coverage.

Checking website URL scam detection — Ashford.com is a legitimate watch retailer since 1997 — but buyers should understand the grey market warranty trade-offs.

What Is Ashford.com?

Ashford.com is a Brooklyn, New York-based online retailer specializing in luxury watches, with an expanded catalog that includes designer eyewear (added in 2019). The company was a pioneer in online luxury watch sales, launching in 1997 during the early days of ecommerce.

Ashford's primary business model is grey market retail. This means the company purchases authentic watches from wholesalers, distributors, and authorized dealers who have excess inventory, then sells them at a discount. The watches are genuine — they are not counterfeits or replicas. However, because Ashford did not purchase them through the brand's official retail channel, the manufacturer's warranty typically does not transfer to the end buyer.

The company has been reviewed by NerdWallet, WatchUSeek forums, Sitejabber, and Trustpilot, with generally positive assessments of product authenticity and pricing.

Red Flags We Found

This is not a scam, but buyers should understand the following:

Grey market warranty limitations. This is the most significant consideration. When you buy a watch from Ashford, the manufacturer (e.g., Omega, TAG Heuer, Breitling) will generally not honor the warranty if the watch develops a defect. This is because the watch was not sold through an authorized dealer. Ashford offers its own limited warranty, but it is not equivalent to a manufacturer warranty. One BBB complaint documented a customer whose watch failed and was denied warranty service because Ashford is not a registered dealer for that brand.

Mixed customer service reviews. While the majority of reviews are positive, some customers report issues with the return process, particularly for international orders. A January 2026 BBB complaint documented an order cancellation by Ashford citing "unforeseen circumstances" without adequate explanation.

Occasional fulfillment issues. A small number of complaints involve orders that were not delivered on time or were cancelled by Ashford after purchase. These appear to be operational issues rather than indicators of fraud.

No authorization for most brands. Ashford is an authorized dealer for some brands (Hamilton, Tissot, Edox), but for the majority of its catalog, it operates as a grey market seller. Product listings do not always make this distinction clear.

ℹGrey Market — Not a Scam, But Know the Trade-Offs

Ashford sells authentic watches at discounted prices because it operates as a grey market dealer. The watches are real, but manufacturer warranties typically do not apply. If warranty coverage matters to you, purchase from a brand-authorized dealer instead. Ashford does provide its own limited warranty on purchases.

User Reports and Reviews

Ashford.com has a substantial review footprint across multiple platforms:

Trustpilot: The company holds a generally positive rating, with most reviews praising competitive pricing and fast shipping. Negative reviews tend to focus on customer service responsiveness during returns or exchanges.

Sitejabber: Over 7,300 customer reviews are on file, with the majority being positive. The volume of verified reviews spanning many years is itself a strong indicator of legitimacy.

Better Business Bureau: Ashford has an active BBB profile in Brooklyn, NY. The complaint history shows a relatively small number of complaints given the company's volume of business. Complaints center on warranty disputes, order cancellations, and occasional shipping delays. The company responds to most BBB complaints, though resolution quality varies.

WatchUSeek Forums: The watch enthusiast community generally considers Ashford a reliable grey market option. Frequent forum advice is that Ashford is "okay" for watches where you do not need the manufacturer warranty, and less ideal for high-value pieces where warranty service could be expensive.

How Grey Market Watch Dealing Works

Understanding Ashford's business model is essential to evaluating whether it is right for you. The grey market is not illegal or fraudulent — it is a legitimate secondary distribution channel. Here is how it works:

Authorized dealers receive excess inventory. Watch brands allocate inventory to their authorized retail network. When demand is lower than supply, authorized dealers end up with unsold stock.
Excess stock enters the grey market. Authorized dealers or distributors sell surplus watches to grey market buyers at wholesale prices, often below the suggested retail price.
Grey market retailers sell at a discount. Companies like Ashford pass the savings on to consumers, typically offering 30% to 60% off retail prices.
Manufacturer warranties do not transfer. Because the end sale was not made by an authorized dealer, the brand does not recognize the warranty. The grey market retailer may offer its own limited warranty instead.

This model is entirely legal and the products are authentic. The Federal Trade Commission (FTC) does not prohibit grey market sales, and the U.S. Supreme Court confirmed in Kirtsaeng v. John Wiley & Sons (2013) that the first-sale doctrine permits resale of legitimately purchased goods. The buyer's trade-off is price savings versus warranty coverage. For many buyers, especially on watches priced under $1,000, the savings outweigh the warranty risk. For expensive timepieces, the calculus may be different.

Similar Retailers to Compare

Other grey market watch retailers include Jomashop, Watchmaxx, and AuthenticWatches.com. If you are evaluating any online retailer, use our scanner tool to check the domain for technical risk indicators before making a purchase.

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What to Do If You Have a Complaint

If you have an issue with an Ashford purchase:

Contact Ashford directly. Start with their customer service team through the website. Most issues are resolved at this level.
File a BBB complaint. If direct contact does not resolve your issue, file a complaint through the Better Business Bureau. Ashford has a track record of responding to BBB complaints.
Initiate a chargeback. If you paid by credit card and the product was not delivered or was materially different from what was described, you may be entitled to a chargeback through your card issuer. The FTC's consumer complaint page is also an option for documenting disputes with any online retailer.
Leave an honest review. Platforms like Trustpilot and Sitejabber help other buyers make informed decisions based on real customer experiences.
Check our guide. For general concerns about online shopping safety, consult our guide to spotting scam websites.