This is from my personal experience at the shops as a walk-in customer and are all based on real life encounters.
The Good Guys (in random no order of merit):
- King Wah Watch & Pen (level 1 Peninsula Plaza): Friendly folks (look for Andy); good discount (so no need to and cannot bargain) on a wide selection of Orient, Seiko, Citizen and Fortis. I have lost count on the number of watches I bought from Andy.
- Kwang Guan / Prestige Time (level 1 Bras Basah Complex): Friendly folks (look for Jack or Edwin); many new-old-stock Seiko and Citizen. You can find Sandoz, Tissot, Victorinox and Oris here also. I have bought a few new Seiko Automatic here at very very good price. Good after-sales service. Prices may not be very competitive if you compare with King Wah.
- Hing's Watch (level 1 Bras Basah Complex): Friendly folks (look for Jimmy); good selection of Orient, Citizen and Seiko. Also carries Oris and Fortis. So far, I have bought many new-old-stock Seiko quartz here. Superb after-sales service.
- Choy Hing (level 1 Bras Basah Complex): Friendly old man Mr. Lim. Sells lots of straps and bracelets cheap. Has vintage pre-owned watches. Do not bargain or low-ball here as Mr. Lim is very reasonable in his pricing. I have always like to come here to chat with old Mr. Lim and have bought vintages and straps here before. Mr. Lim's son, Joe, is also helping out at the shop, a friendly guy to chat with too.
- Nanking Watch Dealers (level 1 Peninsula Shopping Centre): Friendly folks (look for David) always ready to bring the watches out to show you and serve all customers drinks. Has many new-old-stock Seiko and Oris (I bought many here). Also carries Fortis, Titoni, Tag Heuer, Tissot and Rado. I am their regular customer for Seiko and Oris. Very good after-sales service.
- K2 Watch Co (level 3 Tg Katong Shopping Complex): Friendly watchmaker Mr. Goh is able to restore anything at unbelievable low price. Sells a few new Seiko and Casio at reasonable price. He sometimes has overhauled and restored pre-owned vintages for sale. You can try to bargain (a little) here. I bought many stuff here from vintage watches to straps. Good after-sales service.
- Excellent Watch Co (level 1 Funan IT Mall): Friendly folks (look for Mr. Sam). Wide selection of Sandoz, Tissot and Seiko. I bought a couple of Sandoz here before. Very good after-sales service.
- Watch Fashion (level 3 People's Park Complex): Many Seiko, Citizen and Orient here. Takes a little bargaining to get your target price but price is sometimes quite firm. The sales staff can be impolite and unpredictable often so always insists for their boss, Adrian.
- J W Horological Gallery (1 Pickering Street, Great Eastern Building): Very nice watches, mainly pre-owned Swiss Made. The price is very competitive and the service you get is top notch. I always look for John Wang and/or his missus Angeline. Bought several high end watches here, so shop with confidence. For local collectors, please note that JW is only open from 12:30pm. If you are eyeing a particular watch, you better head down to queue early to avoid disappointment. JW will not reserve or take in phone orders.
- Champion Time (level 1 The Bencoolen): Friendly folks (look for Eliz) always ready to bring the excellent condition pre-owned watches out to show you and serve all customers with a smile. Eliz is extremely knowledgeable in Horology and can give you a tip or two on watch buying and selling.
- Mustafa Centre (Serangoon Road): Massive range of grey market and AD Seiko, Citizen, Orient and many other mid-range brands. I have bought grey market watches here many times although all are at fixed prices. No after-sales service here so check properly before you pay.
The Unfriendly Guys (in random no order of demerit, but does it matter??):
- Goldenland Watch (level 1 Lucky Plaza): Many new-old-stock Seiko quartz here but all at out-of-this-world pricing. This shop sells all the watches at nett price so don't bother to bargain. Nice to look at the watches but do not buy here as the prices are inconsistent and out-of-sync with market. Friendly (at the start) people (depending on mood swings) but unfriendly pricing.
- House of Time (basement 1 Lucky Plaza): The watches here are beautiful from new-old-stock to current models, but the people not keen to bring them out to show you. I was told off by the old lady that if I intend to buy will she then take the watch out for me to see!? Friendly at the start but after the 3rd watch you ask about, she became hostile.
- Ang Mo Kio Watch (level 1 Thomson Plaza): Beautiful new-old-stock here but the folks here rather tell you the price range without taking the watches out. Unfriendly and not approachable at all.
So that's all for now.
Remember: You should always be happy when buying at a watch shop. If in any case you feel humiliated by the shop owners, you should put the watch down and walk away.