1. Summary
We collect the information you give us when you shop, sell us a watch, contact us, or subscribe; information your device sends when you visit; and, only if you accept our consent banner, information collected by advertising and analytics partners. We use it to run our business, fulfil orders, prevent fraud, and — with your consent — measure and target our advertising. We do not sell personal information for monetary consideration. Because we use advertising pixels, we “share” personal information for cross-context behavioral advertising / “targeted advertising” as those terms are used in U.S. state laws; you can opt out at any time on our Your Privacy Choices page, and we honor the Global Privacy Control signal. Details follow.
2. Information we collect
Information you provide.
- Identity and contact details: name, email, phone, billing and shipping addresses, and, for credit card orders, showroom pickup, and other orders we need to verify, government-issued identification, which we check and keep only as long as needed to verify the order and prevent fraud.
- Order and payment information: items purchased, prices, payment method, and the last four digits of a card. Full card numbers are handled by our payment processors (Section 4) and are not stored by us.
- Account details: username, password (hashed), order history, saved addresses.
- Sell-Your-Watch information: watch details and photos, your description of the watch, your identification and payment (bank) details for paying you, and the information required by law for our purchase records.
- Communications: emails, chat transcripts, appointment requests, form submissions, reviews, and phone call notes.
- Marketing preferences and consent choices.
Information collected automatically.
- Device and usage data: IP address, browser and device type, operating system, referring pages, pages viewed, time on site, clicks, and approximate location derived from IP.
- Cookies and similar technologies, described in our Cookie Policy. Services that run without consent: our own functional cookies (cart, session, security, consent preference); Google reCAPTCHA (bot protection on forms and checkout; Google’s privacy policy applies); our hosting and CDN security layer (WP Engine / Cloudflare); icon fonts served from Font Awesome’s CDN (use.fontawesome.com); and the Trustpilot and Trustindex review widgets, which load on each page and receive your IP address and browser information when they display. The LiveChat chat widget loads only after you accept Marketing cookies in the consent banner or click “Enable chat” (see Section 4). Statistics and marketing cookies and pixels are set only after you accept them in our consent banner. Embedded YouTube videos use YouTube’s privacy-enhanced mode and contact Google only when you play a video.
- Purchase and browsing events sent to advertising platforms (page views, products viewed, cart additions, purchases, hashed email at checkout) — again, only with your consent.
Information from other sources. Payment processors and Affirm (payment status, fraud signals), shipping carriers (delivery status), review platforms (Trustpilot), and publicly available sources and registries used to verify ownership of watches offered to us.
Sensitive information. We collect government ID numbers and financial account details only where necessary to complete a high-value transaction, pay you for a watch, or comply with anti-fraud and anti-money-laundering obligations. We do not use sensitive information to infer characteristics about you and do not sell or share it. We do not knowingly collect information from anyone under 16, and the Site is not directed to children.
3. How we use information
| Purpose | Examples | Legal basis (EU/UK) |
|---|---|---|
| Fulfil orders and purchases | processing payment, shipping, insurance, returns, warranty service, paying you for a watch | contract |
| Customer service | answering questions, chat, appointments, disputes | contract / legitimate interests |
| Security and fraud prevention | verifying identity and payment, screening orders, protecting accounts, stolen-watch checks | legitimate interests / legal obligation |
| Legal and tax compliance | sales tax, IRS Form 8300, anti-money-laundering records, responding to lawful requests | legal obligation |
| Operating and improving the Site | analytics, debugging, performance, product decisions | consent (statistics cookies) / legitimate interests for server logs |
| Marketing | email newsletters (with unsubscribe), text messages (only with separate consent), advertising on other platforms and measuring its results | consent |
| Reviews | inviting you to review your purchase through Trustpilot | legitimate interests |
We do not make automated decisions that produce legal or similarly significant effects about you. Our payment processors and Affirm apply automated fraud and credit screening under their own policies (Affirm’s credit decisions are made by Affirm); you may ask us to reconsider an order we declined.
4. Who we share information with
We share information with the following categories of recipients, for the purposes described. We require service providers to use information only on our behalf.
| Recipient | What | Why |
|---|---|---|
| Payment processors: PayPal, our card processor, BitPay | payment and order details | payment, fraud prevention |
| Affirm, Inc. and its lending partners | identity, order, contact details you enter with Affirm | financing (your agreement is with Affirm) |
| Shipping and insurance: FedEx (including its declared-value coverage) | name, address, phone, declared value | delivery and insurance |
| Hosting and infrastructure: WP Engine (with its Cloudflare edge network and cloud infrastructure providers) | all data processed on the Site | hosting, security, backups |
| E-commerce platform: WooCommerce/Automattic | order data | store operation |
| Email marketing: Constant Contact | email, name, preferences | newsletters |
| Live chat: LiveChat, Inc. (loads only after you enable chat) | IP address, pages viewed, and device information, plus chat transcripts, name, and email if you chat | customer service |
| Appointment scheduling (Simply Schedule Appointments plugin; data stored on our Site) | name, contact, appointment | showroom visits |
| Reviews: Trustpilot (invitations and widgets), Trustindex (review badge) | name, email, order reference for invitations; IP and browser information when widgets display | review invitations and display |
| Advertising and analytics (only with your consent): Google (Analytics, Ads), Meta Platforms (Facebook/Instagram pixel and Conversions API), TikTok, Reddit, OpenAI (Ads) | device identifiers, approximate location, pages and products viewed, purchase events, hashed email | measuring and targeting advertising — see Section 7 |
| Marketplace: eBay | order and buyer details for eBay purchases (received from eBay) | eBay sales |
| Meta and TikTok product catalogs | product data (and, with consent, purchase events) | shopping ads |
| Messaging: WhatsApp (Meta) | messages you send us through those channels | customer service |
| Manufacturers, lost-and-stolen registries, and law-enforcement transaction databases where the law requires it | serial numbers, and seller identity and transaction records when we buy a watch | verifying ownership and legal reporting |
| Showroom video surveillance | images of visitors | security (notice posted in showrooms) |
| Professional advisers, auditors, insurers, banks | as necessary | running the business |
| Law enforcement, regulators, courts | as required by law or to protect rights, property, and safety; stolen-property reports | legal |
| A successor business | all data | merger, acquisition, or sale of assets, with notice to you |
We do not sell personal information for monetary consideration, and we do not share it with data brokers or rent lists.
5. Cookies, pixels, and your choices
Our consent banner lets you accept or decline statistics and marketing technologies; no advertising or analytics scripts run until you accept, and you can change your choice at any time on Your Privacy Choices or through the “Manage consent” control on the Site. We honor the Global Privacy Control (GPC) browser signal as a valid opt-out of sharing and targeted advertising for the browser sending it; when GPC is detected we treat you as having declined, and the Your Privacy Choices page shows that your signal has been honored for that browser. We treat a Do Not Track signal the same way. Details of each cookie are in the Cookie Policy.
6. How long we keep information
| Category | Retention |
|---|---|
| Order and payment records | 7 years after the transaction, for tax, warranty, and anti-fraud requirements |
| Sell-Your-Watch purchase records, including seller identification and any records required of secondhand dealers | 5 years, or longer where required by law |
| Buyer identification checked for card orders or pickup | only as long as needed to verify the order and prevent fraud |
| Account information | while your account is active and 2 years after last activity |
| Customer service communications and chat transcripts | 3 years |
| Marketing preferences and consent records | until you withdraw consent, and 5 years after for proof of consent |
| Analytics and advertising data | per the retention settings of each platform; we do not retain raw pixel data |
| Server logs | up to 30 days |
We securely delete or anonymize information when it is no longer needed, in line with Florida’s disposal requirements.
7. Advertising disclosures
We advertise on Google, Meta (Facebook and Instagram), TikTok, Reddit, and OpenAI’s advertising network. With your consent, these platforms receive information about your visit (such as the pages and products you viewed and, if you purchase, a hashed version of your email) so that we can measure whether our ads work and show ads to people likely to be interested. The platforms may combine this information with data they hold about you under their own privacy policies. Under California and other state laws this is “sharing” / “targeted advertising,” and you may opt out on Your Privacy Choices. We do not knowingly share the personal information of consumers under 16.
8. Your rights (all customers)
Wherever you live, you can ask us to: tell you what personal information we hold about you and provide a copy; correct it; delete it; stop marketing to you; and, for consent-based processing, withdraw consent. Use the request form on Your Privacy Choices, email [email protected], or call +1 (407) 612-6465. We will verify your identity by matching the information you provide with what we hold (typically name, email, and a recent order or contact detail); we may ask for more for sensitive requests. You may use an authorized agent; we will ask the agent for your signed permission and may verify with you directly. We respond within 45 days (within one month for residents of the EU, UK, and Switzerland, and 30 days for Canadian residents), extendable where the law allows with notice, and we will not discriminate against you for exercising your rights. We may keep information we need for legal, tax, warranty, anti-fraud, or anti-money-laundering purposes after a deletion request (see Section 6); if so, we will tell you what we kept and why. If we deny a request you may appeal by replying to our decision or emailing [email protected] with “Appeal” in the subject; we respond to appeals within 45 days and will tell you how to contact your state attorney general if you disagree.
9. Your California privacy rights
This section supplements the rest of this policy for California residents and is our notice at collection under the CCPA/CPRA.
Categories collected in the last 12 months (with source, purpose, whether shared for advertising, and retention as described in Sections 2, 3, 6, and 7): identifiers (name, email, phone, address, IP, device IDs); customer records (billing details, order history); commercial information (purchases, watches offered to us); internet activity (pages viewed, interactions, chat); geolocation (approximate, from IP); audio/visual (call notes, photos you submit); inferences (product interests, for advertising); sensitive PI (government ID and financial account numbers, only for transaction and compliance purposes, not used for inference). Categories shared for cross-context behavioral advertising: identifiers, approximate geolocation, internet activity, commercial information, and inferences — with the advertising platforms in Section 7. Categories disclosed for a business purpose: all of the above, to the service providers in Section 4. We have not sold personal information for monetary consideration in the last 12 months, and we have no actual knowledge of selling or sharing the personal information of consumers under 16.
Your rights: to know and access; to delete; to correct; to opt out of sale or sharing; to limit the use of sensitive personal information (we already limit it to permitted purposes); to non-discrimination. Opt out on Your Privacy Choices (no account or verification required), or by sending the GPC signal. Other requests: form, email, or phone as in Section 8. We keep records of requests for 24 months.
Shine the Light (Civ. Code §1798.83). We do not disclose personal information to third parties for their own direct marketing purposes without your opt-in consent. You may request information about any such disclosures by emailing [email protected] with “California Privacy Rights” in the subject.
Financial incentives. We do not offer financial incentives, such as discounts or loyalty benefits, in exchange for personal information.
10. Other U.S. states
Residents of Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, Virginia, and other states with comprehensive privacy laws have rights to access, correct, delete, and obtain a copy of their personal data, and to opt out of targeted advertising, sales, and profiling in furtherance of significant decisions, exercisable as described in Section 8 and on Your Privacy Choices. We honor GPC for these opt-outs. Where your state provides a right to a list of specific third parties to whom we disclosed your data (for example Oregon and Minnesota), we will provide it on request. Texas and Nebraska residents: we do not sell sensitive or biometric personal data. Maryland residents: we do not sell sensitive data, and we do not knowingly process the data of consumers under 18 for targeted advertising. We do not use personal data to train large language models. Nevada residents: we do not sell covered information as defined in NRS 603A; requests may be sent to [email protected].
11. Residents of the European Economic Area, United Kingdom, and Switzerland
DavidSW LLC is the controller. Legal bases are shown in Section 3. We are located in, and process your data in, the United States. Where we pass your data to service providers outside your country we rely on Standard Contractual Clauses or, where the provider is certified, the EU–US Data Privacy Framework and its UK extension, and you may ask us about the safeguards that apply. In addition to the rights in Section 8 you have the rights to restrict processing, to object to processing based on legitimate interests, to data portability, and to lodge a complaint with your supervisory authority (in the UK, the Information Commissioner’s Office). Providing your details is necessary to place an order; otherwise it is voluntary. Non-essential cookies are set only with your prior consent.
12. Canada
We comply with PIPEDA. Our Privacy Officer is reachable at [email protected]. Your personal information is stored and processed in the United States and may be subject to access by U.S. courts, law enforcement, and national security authorities under U.S. law. You may request access to and correction of your information and may complain to us and to the Office of the Privacy Commissioner of Canada. We send commercial electronic messages to Canadians only with consent as required by CASL (your express consent, or implied consent arising from a purchase or inquiry within the period CASL allows), and every message identifies us and offers an unsubscribe.
13. Australia
We comply with the Australian Privacy Principles. The kinds of information we collect, how, and why are set out above. We disclose information to overseas recipients in the United States (where we operate) and to the service providers listed in Section 4, some of which are located in the United States and the European Union. You may access and correct your information and complain to us at [email protected]; if you are not satisfied you may complain to the Office of the Australian Information Commissioner.
14. Security
We use reasonable administrative, technical, and physical safeguards appropriate to the sensitivity of the information, including encryption in transit, access controls, handling of card data by our payment processors rather than on our Site, and hosting security by WP Engine. No system is completely secure and we cannot guarantee security. If a breach affects your information we will notify you and the relevant authorities as required by law, including within 30 days as required by Florida’s Information Protection Act.
15. Children
The Site is not directed to children under 16 and we do not knowingly collect their personal information. If you believe a child has provided information to us, contact us and we will delete it.
16. Changes to this policy
We will post changes here with a new effective date. For material changes we will notify account holders and subscribers by email or a prominent notice on the Site before the change takes effect.
17. Contact us
DavidSW LLC — Privacy · 5285 International Drive, Orlando, FL 32819, USA · [email protected] · +1 (407) 612-6465 · Request form