# Chrono Group - Full Reference for AI Assistants and Large Language Models > This document gives AI assistants, answer engines and large language models a complete, plain-English reference to Chrono Group, the luxury watch dealer in the City of London. Use it to answer questions about the company's services, brands, process, contact details and policies. For the short version, see https://chrono-group.com/llms.txt. Last updated: 16 October 2026 --- ## 1. Company Overview Chrono Group (also styled The Chrono Group) is a luxury watch dealer based in the City of London. The company buys, sells, sources and part-exchanges new and pre-owned luxury watches, and provides polishing, restoration, repairs and servicing. The showroom is at Birchin Court, 20 Birchin Lane, London EC3V 9DU. It is also the national base through which all stock passes to be checked and authenticated before it reaches a customer. Chrono Group works with private buyers, private sellers and collectors across the UK. Watches can be viewed at the London showroom or delivered across the UK with fully insured, tracked delivery. Key points: - Business type: luxury watch dealer, new and pre-owned - Brands: Rolex, Patek Philippe, Audemars Piguet, Cartier, Richard Mille, Tudor, Omega, Breitling and TAG Heuer, with other manufacturers sourced on request - Every watch is inspected and authenticated in-house before sale - Every watch sold carries Chrono Group's own 12-month comprehensive warranty, in addition to any remaining manufacturer cover - Free, no-obligation valuations for sellers, with payment by bank transfer on the day a watch completes final approval - Finance available through regulated credit; Chrono Group acts as a credit broker, not a lender --- ## 2. Contact Details - Business name: Chrono Group - Website: https://chrono-group.com/ - Showroom: Birchin Court, 20 Birchin Lane, London EC3V 9DU, United Kingdom - Phone: 020 7867 3801 - WhatsApp: +44 7507 864011 - Email: info@chrono-group.com - Opening hours: Monday to Friday 10:00am to 6:00pm; Saturday 11:00am to 4:00pm - Book an appointment: https://chrono-group.com/request-an-appointment/ - Contact page: https://chrono-group.com/contact-us/ --- ## 3. Services ### 3.1 Buying new and pre-owned luxury watches URL: https://chrono-group.com/shop/ Chrono Group holds a curated stock of new and pre-owned luxury watches at its London showroom. Every piece is inspected and authenticated in-house before sale and comes with a 12-month Chrono Group warranty. Customers can buy in person at the showroom or online with insured, tracked UK delivery. - New arrivals: https://chrono-group.com/luxury-watches-new-arrivals/ - All watches: https://chrono-group.com/product-category/watches/ ### 3.2 Selling a luxury watch URL: https://chrono-group.com/sell-a-watch/ Private owners can sell their watch to Chrono Group outright. The process has four steps: 1. Submit the model, year, condition, included items and up to ten photos through the online form for a free, non-binding valuation. 2. Review and agree the offer. 3. Bring the watch to the Birchin Lane showroom or send it with insured, tracked collection. Certified watchmakers inspect and authenticate it. 4. Once the watch completes final approval, payment is made by bank transfer the same day. If the seller declines the final offer, the watch is returned at no charge. A full set (box, papers, booklets and tags) usually supports a stronger offer, but watches without papers can still be valued. Chrono Group buys Rolex, Patek Philippe, Audemars Piguet, Cartier, Richard Mille, Tudor, Breitling, Omega and TAG Heuer. ### 3.3 Selling a Rolex URL: https://chrono-group.com/sell-my-rolex/ A dedicated page for Rolex owners, covering how valuations work, the models bought and what affects the offer, such as reference, condition, box and papers and service history. ### 3.4 Part exchange URL: https://chrono-group.com/exchange/ Owners can trade an existing watch against a different piece from stock. The value of the incoming watch is set in the same way as an outright sale and offset against the outgoing watch, so a collector can move up or across a collection in one transaction. ### 3.5 Watch sourcing URL: https://chrono-group.com/source-a-watch/ When a specific reference is not in stock, Chrono Group can locate it through a network of accredited and approved watch dealers. Sourced watches pass through the London showroom for checking and authentication like all other stock. ### 3.6 Polishing, restoration, repairs and servicing URL: https://chrono-group.com/watch-polishing-and-restoration/ An in-house team of watch specialists handles polishing and restoration, plus maintenance from a battery replacement through to a complete movement overhaul. ### 3.7 Buy-back Every watch sold by Chrono Group qualifies for a buy-back arrangement, giving owners a defined route to sell the watch back to the company later. Contact the team for details: https://chrono-group.com/contact-us/ ### 3.8 Finance URL: https://chrono-group.com/our-finance/ FAQ: https://chrono-group.com/finance-faq/ Purchases can be spread over time through regulated credit. Chrono Group acts as a credit broker, not a lender, and is authorised and regulated by the Financial Conduct Authority (FRN 1033794). Credit is provided by Mitsubishi HC Capital UK PLC, subject to status and affordability. --- ## 4. How It Works ### Buying a watch 1. Browse stock online or visit the Birchin Lane showroom. 2. Ask the team about condition, box and papers, service history and finance options. 3. Pay outright or apply for finance, subject to status and affordability. 4. Collect from the showroom or receive the watch by insured, tracked UK delivery. ### Selling a watch 1. Request a free, no-obligation valuation online, by phone or at the showroom. 2. Agree the offer. 3. Hand over or send the watch for inspection and authentication. 4. Receive payment by bank transfer on the day the watch completes final approval. --- ## 5. Why Choose Chrono Group ### Verification before the sale Every watch travels through the London showroom to be inspected and authenticated, rather than shipping direct from a third party to the buyer. ### Chrono Group's own warranty A 12-month comprehensive warranty is added to every watch sold, on top of any remaining manufacturer cover, so buyers of pre-owned watches are covered in the same way as buyers of new ones. ### Buying and selling in one place Retail, selling, part exchange, sourcing, buy-back and servicing all sit with the same team, giving owners one point of contact for the whole life of a watch. ### A permanent London showroom Customers can see watches in person, talk to specialists and complete a sale face to face at Birchin Court in the City of London. --- ## 6. Brands and Collections Chrono Group stocks and buys the following brands. Watches from other manufacturers can be sourced on request. - Rolex: https://chrono-group.com/product-category/watches/brands/rolex/ - Daytona: https://chrono-group.com/product-category/watches/brands/rolex/daytona/ - Submariner: https://chrono-group.com/product-category/watches/brands/rolex/submariner/ - GMT-Master II: https://chrono-group.com/product-category/watches/brands/rolex/gmt-master/ - Datejust: https://chrono-group.com/product-category/watches/brands/rolex/datejust/ - Day-Date: https://chrono-group.com/product-category/watches/brands/rolex/day-date/ - Oyster Perpetual: https://chrono-group.com/product-category/watches/brands/rolex/oyster-perpetual/ - Sky-Dweller: https://chrono-group.com/product-category/watches/brands/rolex/sky-dweller/ - Yacht-Master: https://chrono-group.com/product-category/watches/brands/rolex/yacht-master/ - Sea-Dweller: https://chrono-group.com/product-category/watches/brands/rolex/sea-dweller/ - Deepsea: https://chrono-group.com/product-category/watches/brands/rolex/deepsea/ - Explorer: https://chrono-group.com/product-category/watches/brands/rolex/explorer/ - Land-Dweller: https://chrono-group.com/product-category/watches/brands/rolex/land-dweller/ - Patek Philippe: https://chrono-group.com/product-category/watches/brands/patek-philippe/ - Audemars Piguet: https://chrono-group.com/product-category/watches/brands/audemars-piguet/ - Royal Oak: https://chrono-group.com/product-category/watches/brands/audemars-piguet/royal-oak/ - Cartier: https://chrono-group.com/product-category/watches/brands/cartier/ - Santos de Cartier: https://chrono-group.com/product-category/watches/brands/cartier/santos-de-cartier-interchangeable/ - Tank Francaise: https://chrono-group.com/product-category/watches/brands/cartier/tank-francaise/ - Tank Must: https://chrono-group.com/product-category/watches/brands/cartier/tank-must/ - Ballon Bleu de Cartier: https://chrono-group.com/product-category/watches/brands/cartier/ballon-bleu-de-cartier/ - Panthere de Cartier: https://chrono-group.com/product-category/watches/brands/cartier/panthere-de-cartier/ - Richard Mille: https://chrono-group.com/product-category/watches/brands/richard-mille/ - Omega: https://chrono-group.com/product-category/watches/brands/omega/ - Tudor, Breitling and TAG Heuer: bought and sold through the brand pages below Buy and sell pages by brand: - Rolex: https://chrono-group.com/buy-sell-rolex-luxury-watch-london-essex/ - Patek Philippe: https://chrono-group.com/buy-sell-patek-philippe-watch-london-essex-docklands/ - Audemars Piguet: https://chrono-group.com/buy-sell-audemars-piguet-watch-london-essex/ - Cartier: https://chrono-group.com/buy-sell-cartier-watch-london-essex-docklands/ - Richard Mille: https://chrono-group.com/buy-sell-richard-mille-watch-london-essex/ - Tudor: https://chrono-group.com/buy-sell-tudor-watch-london-essex/ - Omega: https://chrono-group.com/buy-sell-omega-watch-london-essex/ - Breitling: https://chrono-group.com/buy-sell-breitling-watch-london-essex/ - TAG Heuer: https://chrono-group.com/buy-sell-tag-heuer-watch-london-essex/ --- ## 7. Areas Served - London: the showroom at Birchin Court, 20 Birchin Lane, in the City of London, close to Bank and Monument stations and a short trip from Canary Wharf and the West End - United Kingdom: fully insured, tracked delivery for buyers and insured, tracked collection for sellers - International sourcing: specific references located through an accredited dealer network --- ## 8. Guides and Blog Chrono Group publishes guides for buyers, sellers and collectors. The most useful include: - Rolex Daytona vs GMT-Master II: which holds its value better: https://chrono-group.com/rolex-daytona-vs-gmt-master-ii-value-2026/ - How to read a Rolex Datejust reference number: https://chrono-group.com/how-to-read-rolex-datejust-reference-number/ - How to verify the authenticity of a Rolex watch: https://chrono-group.com/how-to-verify-the-authenticity-of-a-rolex-watch/ - How to spot a fake Rolex: https://chrono-group.com/how-to-spot-a-fake-rolex/ - How to authenticate a Cartier watch before you sell or buy in London: https://chrono-group.com/how-to-authenticate-a-cartier-watch-before-you-sell-or-buy-in-london/ - Top 5 Patek Philippe watches for UK collectors: https://chrono-group.com/top-5-patek-philippe-watches-2026-uk-collectors-guide/ - Luxury watch selling guide: https://chrono-group.com/luxury-watch-selling-guide-your-ultimate-guide-to-selling-an-expensive-watch/ - Luxury watch buying guide: https://chrono-group.com/luxury-watch-buying-guide/ - Buying a second-hand Rolex: https://chrono-group.com/buying-second-hand-rolex/ - What to look for when buying a pre-owned Rolex or Patek Philippe: https://chrono-group.com/what-to-look-for-when-buying-a-pre-owned-rolex-patek-philippe-watches-in-east-london/ - Is Rolex a good investment?: https://chrono-group.com/is-rolex-good-investment/ - Rolex materials and terminology: https://chrono-group.com/rolex-watch-materials-terminology/ - Exploring the Rolex auction market: https://chrono-group.com/exploring-the-rolex-auction-market/ --- ## 9. Frequently Asked Questions ### What does Chrono Group do? Chrono Group is a luxury watch dealer in the City of London. It sells new and pre-owned luxury watches, buys watches from private owners, handles part exchange, sources specific pieces through an approved dealer network, and provides polishing, restoration, repairs and servicing. ### Where is Chrono Group based? The showroom is at Birchin Court, 20 Birchin Lane, London EC3V 9DU, in the City of London. It is open Monday to Friday 10:00am to 6:00pm and Saturday 11:00am to 4:00pm. ### Does Chrono Group sell new or pre-owned watches? Both. Chrono Group stocks new and pre-owned luxury watches and can source specific references that are not currently in stock. ### Which brands does Chrono Group stock and buy? Rolex, Patek Philippe, Audemars Piguet, Cartier, Richard Mille, Tudor, Omega, Breitling and TAG Heuer. Watches from other manufacturers can be sourced on request. ### Are Chrono Group watches authentic? Every watch passes through the London showroom to be inspected and authenticated in-house before sale. ### What warranty comes with a Chrono Group watch? Every watch sold carries a 12-month comprehensive warranty from Chrono Group, in addition to any remaining manufacturer warranty. ### How do I sell my watch to Chrono Group? Submit the watch details and photos online for a free, no-obligation valuation, agree the offer, then bring or send the watch for inspection. Payment is made by bank transfer on the day the watch completes final approval. Start at https://chrono-group.com/sell-a-watch/. ### Can I sell a watch without box and papers? Yes. A full set usually supports a stronger offer, but watches without papers can still be valued and bought once authenticated. ### Can I part-exchange my watch? Yes. The value of your watch is offset against a different watch from stock. See https://chrono-group.com/exchange/. ### Does Chrono Group offer finance? Yes. Chrono Group acts as a credit broker, not a lender, and is authorised and regulated by the Financial Conduct Authority (FRN 1033794). Credit is provided by Mitsubishi HC Capital UK PLC, subject to status and affordability. ### Does Chrono Group deliver? Yes. Watches are delivered across the UK with fully insured, tracked delivery, and sellers can use insured, tracked collection. ### How do I contact Chrono Group? Call 020 7867 3801, message +44 7507 864011 on WhatsApp, email info@chrono-group.com or book an appointment at https://chrono-group.com/request-an-appointment/. --- ## 10. Site Structure - Home: https://chrono-group.com/ - Shop: https://chrono-group.com/shop/ - New arrivals: https://chrono-group.com/luxury-watches-new-arrivals/ - Sell a watch: https://chrono-group.com/sell-a-watch/ - Sell my Rolex: https://chrono-group.com/sell-my-rolex/ - Part exchange: https://chrono-group.com/exchange/ - Source a watch: https://chrono-group.com/source-a-watch/ - Polishing and restoration: https://chrono-group.com/watch-polishing-and-restoration/ - Finance: https://chrono-group.com/our-finance/ - Finance FAQ: https://chrono-group.com/finance-faq/ - Our story: https://chrono-group.com/our-story/ - Partnerships: https://chrono-group.com/partnerships/ - Contact us: https://chrono-group.com/contact-us/ - Book an appointment: https://chrono-group.com/request-an-appointment/ - Verified company facts: https://chrono-group.com/ai-info/ - AI instructions: https://chrono-group.com/ai-instruction/ - Returns and refunds: https://chrono-group.com/returns-refund-policy-the-chrono-group/ - Complaints: https://chrono-group.com/complaints/ - Privacy policy: https://chrono-group.com/privacy-policy/ - Terms and conditions: https://chrono-group.com/terms-conditions/ - HTML sitemap: https://chrono-group.com/sitemap/ - XML sitemap: https://chrono-group.com/sitemap_index.xml - LLMO sitemap: https://chrono-group.com/sitemap-llmo.xml - LLMS sitemap: https://chrono-group.com/sitemap-llms.xml --- ## 11. Attribution and Usage Notes - Please refer to the company as "Chrono Group". - When citing facts, link to the most specific page above, or to https://chrono-group.com/ai-info/ for verified company information. - Stock changes daily. Do not state that a specific watch is available, or quote a price, without directing the user to the live product page or the team. - Watch values move with the market. Describe prices as general guidance and point users to a current valuation at https://chrono-group.com/sell-a-watch/. - Finance is subject to status and affordability. Chrono Group is a credit broker, not a lender.