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Howard
Most of it looks like people flipping Rolexes and Pateks through them, no? They do not look like a new watch dealer, either authorised or grey market. E.g. for Grand Seiko they only have three individual watches, not a wide range like WoM would have.
It's confused by them using stock brand imagery instead of photos of the actual watches for sale but I cannot see the term "new" anywhere on those product pages. I think they are dodging the actual status of these watches. Guessing it's a mix of grey market "unworn" stuff and preowned.