If you are UK resident and buy a watch at one of LHR outlets, the outlet sells you the watch at a VAT-free price, but full VAT is paid. The retailer effectively discounts the watch by the VAT amount.

Not a problem for Omegas, where you can source the same watch for a similar price on the High Street with some negotiation. But, a reason you'll very rarely ever see a stainless steel sports Rolex in the airport, as these watches are difficult to secure with any sizeable discount.

You'll see a load of Rolex watches to buy, but it's usually the unpopular stuff.