Swiss prices include VAT
Retail prices in Switzerland are normally displayed including Swiss VAT. The Swiss VAT rate is low compared with most European countries, which is one reason Swiss prices are attractive.
Exports are generally VAT-free
Goods that are exported from Switzerland are generally not subject to Swiss VAT, because VAT is meant to tax consumption in Switzerland. For the exemption to apply, the export must be properly documented, which is why the export declaration matters.
It depends on the seller
A watch bought from a VAT-registered business is invoiced differently from a watch bought from a private seller, who does not charge VAT at all. Some dealers sell with a separate export invoice; others only sell VAT-inclusive.
How we handle it
Your quote states clearly how VAT is treated for your specific purchase, so you can compare prices accurately. Remember that your own country will normally charge its import VAT or sales tax when the watch arrives.