How Much More Do Bulova Watches Cost in Europe? Mostly Just the VAT
Serdar D.Watch EditorA little over a fifth more in both the UK and Germany, and VAT accounts for nearly all of it. Across 50 Bulova models listed on all three Amazon stores, the median model costs 23% more in the UK and 22% more in Germany than in the US at the ECB rate of October 23, 2026. With the 20% UK VAT and the 19% German VAT taken out, it costs only 3% and 2% more. Of the five brands we have compared so far, only Orient comes as close to the US price.
Key takeaways
- On the median model, Amazon UK is 23% and Amazon Germany 22% above Amazon US (VAT included, US prices before sales tax); without VAT the gap is 3% and 2%.
- Amazon US was the cheapest of the three for 43 of the 50 models and Amazon Germany for the other 7; without VAT the US was cheapest for 30, Germany for 12 and the UK for 8.
- The gap hardly depends on price: grouped by the average of their three prices, the median model of every price group is within 5% of the US price without VAT.
What we compared
We track watch prices on Amazon in the US, the UK and Germany. For this piece we took every Bulova in our catalog that is listed on all three stores and had a price from the past seven days on each of them: 50 models. UK and German prices were converted to US dollars at the European Central Bank reference rate of October 23, 2026 (1 euro = 1.1193 dollars, 1 pound = 1.3368 dollars), the latest rate published when we pulled the prices on October 24.
UK and German prices include VAT, US prices do not include sales tax. So we show two comparisons: the price you see, and the price with 20% (UK) and 19% (Germany) VAT taken out.
The median Bulova
| UK vs US | Germany vs US | |
|---|---|---|
| Price you see | +23% | +22% |
| Without VAT | +3% | +2% |
The US was the cheapest of the three for 43 of the 50 models and Germany for the other 7; the UK was not the cheapest for any of them. The UK and Germany are close to each other: Germany came out above the UK for 21 models and below it for 29. On the median model the UK price in pounds is about 8% lower than the US price in dollars, and the German price in euros about 9% higher.
Almost all of it is VAT
Without VAT, 26 of the 50 models are within 10% of their US price in the UK and 24 in Germany. The US is then the cheapest of the three for 30 models, Germany for 12 and the UK for 8.
On the same day and with the same method, the median Invicta was 16% above the US price in the UK and 20% in Germany without VAT, the median Casio 13% and 24%, the median Timex 11% in both countries and the median Orient 3% and 1%. Bulova and Orient are the two brands where VAT explains almost the whole gap.
By price
| Average of the three prices | Models | UK vs US | Germany vs US |
|---|---|---|---|
| Under $300 | 12 | +26% | +24% |
| $300 to $450 | 20 | +23% | +20% |
| $450 and over | 18 | +23% | +25% |
We grouped the models by the average of their three prices in dollars, not by the US price alone, so that a model that happens to be cheap on Amazon US right now does not land in the cheapest group and inflate its gap. The gap barely moves with price. Without VAT the cheapest group is 5% (UK) and 4% (Germany) above the US price, the middle group 2% and 1%, and the most expensive group 2% and 5%.
Every line
| Line | Models | UK vs US | Germany vs US |
|---|---|---|---|
| Marine Star | 7 | +23% | +20% |
| Classic | 7 | +23% | +21% |
| Marc Anthony | 5 | +31% | +23% |
| Modern | 5 | +35% | +22% |
| Surveyor | 5 | +21% | +18% |
| Maquina | 4 | +31% | +17% |
| Sutton | 4 | +34% | +15% |
| Other models | 13 | +24% | +34% |
Every line costs more in Europe on the median, but the lines are small, 4 to 7 models each, so a single listing can move a line by several points. Without VAT the Marine Star, the Classic and the Surveyor are within 3% of the US price in both countries. The Modern (13% without VAT), the Sutton (12%), the Marc Anthony and the Maquina (9% each) show a larger gap in the UK, while in Germany the same four lines are within 4% of the US price. The other 13 models are two Lunar Pilot, two Oceanographer and one each of the American Girl, Crystal Octava, Goddess of Time, Latin Grammy Gemini, Military, Octava, Phantom, Precisionist and Racer.
Where Europe is cheaper
Of the 50 models, 7 cost less in Germany than in the US even with VAT, and two of them also cost less in the UK: the Surveyor 98B422 with the red dial, 5% cheaper in the UK and 17% cheaper in Germany, and the Marine Star 98B301, 2% and 4% cheaper. The biggest German discount is on the Marine Star 98B406 (21%), ahead of the red Surveyor and the Sutton 96P249 with the pink dial (13%). The other three are the Classic 96A245 (8%), the Classic 96P181 (6%) and the Marine Star 98R234, which is cheaper by only 0.3%. Without VAT, the UK was below the US price for 15 models and Germany for 16.
The biggest gaps
On Amazon Germany four models cost more than twice the US price: the Classic 97B169 (+235%), the Precisionist 96B158 (+234%), the Classic Pocket 96B308 (+177%) and the Marine Star 98B203 (+137%). On Amazon UK only the Modern Millenia 97A183 does (+130%), and no model does so in both countries. The Classic Pocket 96B308 is the cheapest Bulova on Amazon US in our data.
All 50 models
Grouped by line and sorted by the UK gap within each line. Each model links to its page on our site, which shows its current Amazon price.
Marine Star (7)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Marine Star 98A302 | +30% | +39% |
| Bulova Marine Star 98B406 | +24% | −21% |
| Bulova Marine Star 96B431 | +23% | +60% |
| Bulova Marine Star 98B203 | +23% | +137% |
| Bulova Marine Star 98A226 | +22% | +20% |
| Bulova Marine Star 98R234 | +5% | 0% |
| Bulova Marine Star 98B301 | −2% | −4% |
Classic (7)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Classic 96A321 | +28% | +26% |
| Bulova Classic Pocket 96B308 | +24% | +177% |
| Bulova Classic Wilton 98M136 | +23% | +21% |
| Bulova Classic Diamond 98R298 | +23% | +21% |
| Bulova Classic 97B169 | +23% | +235% |
| Bulova Classic 96A245 | +17% | −8% |
| Bulova Classic 96P181 | +2% | −6% |
Marc Anthony (5)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Marc Anthony 97D132 | +78% | +85% |
| Bulova Marc Anthony 96A313 | +49% | +23% |
| Bulova Marc Anthony 97P167 | +31% | +61% |
| Bulova Marc Anthony 98P222 | +22% | +20% |
| Bulova Marc Anthony 98D184 | +22% | +20% |
Modern (5)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Modern Millenia 41mm 97A183 | +130% | +18% |
| Bulova Modern Millenia 32mm 97L175 | +56% | +83% |
| Bulova Modern Futuro 98H37 | +35% | +30% |
| Bulova Modern 96L299 | +24% | +22% |
| Bulova Modern 98P224 | +22% | +20% |
Surveyor (5)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Surveyor 96B469 | +40% | +23% |
| Bulova Surveyor 98L329 | +25% | +33% |
| Bulova Surveyor 96B429 | +21% | +18% |
| Bulova Surveyor 96L345 | +2% | +3% |
| Bulova Surveyor 98B422 | −5% | −17% |
Maquina (4)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Maquina 98A224 | +46% | +17% |
| Bulova Maquina 98A321 | +43% | +24% |
| Bulova Maquina 98A319 | +19% | +16% |
| Bulova Maquina 98A320 | +12% | +6% |
Sutton (4)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Classic Sutton 96A208 | +54% | +40% |
| Bulova Classic Sutton 96B443 | +41% | +20% |
| Bulova Sutton 96P249 | +27% | −13% |
| Bulova Classic Sutton 96A187 | +7% | +9% |
Other models (13)
| Model | UK vs US | Germany vs US |
|---|---|---|
| Bulova Crystal Octava 96C134 | +78% | +72% |
| Bulova Racer 98B468 | +76% | +34% |
| Bulova Goddess of Time 96L343 | +46% | +47% |
| Bulova Latin Grammy Gemini 97A163 | +38% | +22% |
| Bulova Oceanographer Snorkel 98B460 | +24% | +49% |
| Bulova Precisionist 96B158 | +24% | +234% |
| Bulova Oceanographer 98B459 | +24% | +50% |
| Bulova American Girl 96L333 | +20% | +22% |
| Bulova Octava 98A292 | +11% | +34% |
| Bulova Lunar Pilot 96A225 | +6% | +26% |
| Bulova Military 96B482 | +4% | +12% |
| Bulova Lunar Pilot 96B251 | +4% | +8% |
| Bulova Phantom 96L276 | +2% | +20% |
Limits of this data
These are Amazon listing prices, some from third-party sellers, and Amazon changes them often, so single models can move a lot from day to day. Our catalog covers the Bulova models we have added, not every Bulova. Models that were out of stock in one of the three countries, or had no price from the past seven days, are not included. Sales tax in the US depends on the state and is not included. Lines are taken from the product names: Classic Sutton models are counted under the Sutton, and a model whose name does not mention one of the lines above is counted under other models.
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Frequently asked questions
Is a Bulova cheaper in the US than in the UK and Germany?
Usually, but by little more than the VAT. Across 50 Bulova models on Amazon, the US was the cheapest of the three for 43. The median model costs 23% more in the UK and 22% more in Germany than in the US (October 24, 2026, VAT included), and 3% and 2% more with VAT taken out.
Which Bulova watches are cheaper in Europe than in the US?
In our data, 7 of the 50 cost less in Germany than in the US even with VAT, the Marine Star 98B406 by the widest margin (21%). The Surveyor 98B422 and the Marine Star 98B301 cost less in both the UK and Germany. Without VAT, the UK was below the US price for 15 models and Germany for 16.
How much more does a Bulova Marine Star cost in Europe?
The median Marine Star in our data costs 23% more on Amazon UK and 20% more on Amazon Germany than on Amazon US, or 3% and 1% more without VAT. Three of the seven Marine Star models cost less in Germany than in the US even with VAT, one of them by only 0.3%.
About the author
Serdar D.Watch Editor
View profileSerdar D. is the editor at BraveryWatch. He believes a good watch should be not just expensive but right. He gets deep into the details, then turns them into something that is genuinely a pleasure to read. He gives relaxed, useful advice through the eyes of someone who truly cares about watches.