Inside Chile’s Cross-Border eCommerce Boom: Where Beautiful Women Buy Replica Watches for Their Boyfriends

Back in 2015, I sold many watches to Chile and built up a substantial private customer base there. I often chatted with some of my repeat clients, discussing orders and sometimes even sharing stories about local life.

One day, I asked a female client who frequently repurchased from me:

“As a woman, why do you always buy watches?”

She replied:

“I want to make my boyfriend happy… we’re finally close to getting married.”

The world is truly full of surprises.

When it comes to luxury watches, most people immediately think of Switzerland — and rightly so. Switzerland is not only famous for its banks but also for its world-class watchmaking. Some of the most iconic luxury watch brands include Patek Philippe, Vacheron Constantin, Audemars Piguet, Blancpain, Piaget, Rolex, Jaeger-LeCoultre, Girard-Perregaux, Breguet, and Cartier.

Among these top ten luxury brands, all except Cartier are Swiss. It’s no wonder Switzerland consistently ranks as one of the happiest countries in the world — a nation where people don’t obsess over money, and sometimes even consider flaunting wealth inappropriate.

In Switzerland, having too much money can be seen as immoral, and driving luxury cars can be frowned upon. Marcus Steele once remarked:

“Being born in the right place is truly an art — some people are just born in Switzerland.”

When it comes to cross-border eCommerce markets, most people immediately think of the United States, Canada, or the major European countries — and rightly so. These developed capitalist countries have strong consumer purchasing power. In particular, the US dominates more than 80% of cross-border eCommerce transactions.

The American market is especially attractive for replica products:

• Many replica items face almost no restrictions at customs.

• The consumer base for all replica categories is massive.

• Repeat purchases are frequent.

However, the low barrier to entry also means competition is intense, and many product categories are highly saturated — hardly the characteristics of a “blue ocean” market.

When it comes to cross-border eCommerce markets, most people immediately think of the United States, Canada, or the major European countries — and rightly so. These developed capitalist countries have strong consumer purchasing power. In particular, the US dominates more than 80% of cross-border eCommerce transactions.

The American market is especially attractive for replica products:

• Many replica items face almost no restrictions at customs.

• The consumer base for all replica categories is massive.

• Repeat purchases are frequent.

However, the low barrier to entry also means competition is intense, and many product categories are highly saturated — hardly the characteristics of a “blue ocean” market.

When people talk about selling replica products, they often mention Guangzhou handbags or Putian shoes. While these categories have a broad audience and are relatively easy to sell, the profit margins are far lower than those in the watch category. Truly successful watch sellers are industry veterans with deep expertise.

Over years of operating and promoting cross-border eCommerce stores, I’ve noticed that in a few countries, men are obsessed with watches — some even to the level of collectors and enthusiasts. These countries may not seem attractive at first glance, but they represent real, high-demand markets for watches — the kind of “hot spots” every seller dreams of.

Turkey

The saying that Turkish men love watches is not an exaggeration. Watch culture in Turkey is strong, and for many men, owning a coveted timepiece is almost a matter of faith.

The Turkish replica watch industry is worth around $1 billion annually. Despite economic fluctuations, many Turkish men are willing to pay up to $1,000 for a watch they truly desire. Even those with modest salaries often save for months just to purchase the watch they love.

Back in 2015, I met a Turkish buyer who worked on a production line. His salary wasn’t high, but he saved for several months to spend $2,500 on a Cartier 95 Zunlong watch from me.

Many men in Turkey understand watches in detail — some buyers know their movements inside out. Therefore, never attempt to pass off inferior products. Once the watch arrives, it may very well be opened and inspected, which is quite different from Western markets.

Logistics in Turkey can be complex, and customs regulations frequently change. For high-value parcels, it’s crucial not only to set clear agreements with buyers but also to partner with a reliable freight forwarder. A trustworthy shipping partner can significantly reduce losses and ensure smooth deliveries.

Chile

Chile, a long, narrow country along the western coast of South America, is the continent’s wealthiest nation and the only developed country in South America. Its consumer potential is significant.

Chilean men love watches, especially in cities like Santiago, Valparaíso, and Concepción, which are often listed as shipping addresses.

Interestingly, I also encountered Chilean women buying watches — why?

In Chile, the male-to-female ratio is roughly 1:4, and the women are stunning — often blonde, beautiful, and well-proportioned. With so few men, finding the right husband can be challenging.

Once, I asked a female repeat client why she kept buying watches. She replied:

“I want to make my boyfriend happy… we’re finally close to getting married.”

The implication? She was a little worried about not getting married.

As Marcus Steele once remarked: “Being born in the right place is truly a matter of luck — some men are just born in Chile.”

For cross-border eCommerce store owners, it’s important to note that Spanish is the primary language in Chile, so your website should be localized accordingly.

Logistics in South America can also be a challenge. For high-value parcels, shipping often relies on postal services like EMS, which require careful planning to ensure safe delivery.

Angola

Angola? An African country? You might think, Africa — isn’t it all poor? How could people afford luxury goods?

Let’s look at its geography: Angola is in southwestern Africa, bordering Congo (Brazzaville) and Congo (Kinshasa) to the north, Zambia to the east, Namibia to the south, and the Atlantic Ocean to the west.

Angola is considered one of the least developed countries, especially in recent years, with high unemployment. Yet, the demand for watches here completely challenged my understanding of the word “market”. Just because a country is perceived as poor doesn’t mean people there won’t buy — sometimes they’re kings rather than paupers.

Through my work running own e-commerce websites, I found that Angolan men love watches. Unlike buyers in Europe or the US, Angolan clients are less price-sensitive. If they can afford a watch, they’ll pay for it decisively, even if it means skipping a meal later.

In general, Angolan buyers can only afford watches priced under $150. Of course, there are rare high-net-worth buyers who can spend $2,000,

but they are the exception. While the quality of watches shipped to Angola is generally average, buyers are easily satisfied.

For cross-border eCommerce targeting Angola, it’s essential to:

• Localize your store in Portuguese.

• Use third-party payment channels for transactions.

• Consider shipping via integrated third-party logistics, such as AliExpress official warehouses, for more stable delivery.

Angola has almost no competition, but running an e-commerce store there requires specific resources and logistics channels. Enter cautiously.

Beyond Angola, other countries with a strong appetite for replica watches include Saudi Arabia and Iran. Saudi Arabia is suitable for COD (cash on delivery) stores, while Iran is better for ultra-low-price, high-volume wholesale models.

Each market has its own rules. These insights are drawn from years of industry experience and are intended as reference for sellers. Every cross-border eCommerce entrepreneur should choose target countries that match their resources and strategy to maximize success.

💡 Explore the Replica Watch Niche Market

Want to tap into the high-demand replica watch market?
A great place to start is by building your own niche e-commerce website — understand your audience, showcase your products, and streamline your sales process.

“Start Your Niche Store →”Cooperation Process for Brand-Inspired Website Development