Creation Watches review: A horrible customer experience from start to finish

I rarely leave negative reviews, but my experience with Creation Watches has been one of the most frustrating online purchasing experiences I have encountered.
On 16 June, I ordered a Tissot T116.617.11.057.01 after confirming that it was listed as available on the Creation Watches website. The following day, I was informed that the watch was actually out of stock due to an inventory system error.
Mistakes happen. What matters is how a company responds when those mistakes occur.
Unfortunately, this is where Creation Watches failed repeatedly.
Over the following two weeks, I was provided with conflicting information about stock availability, received little to no proactive communication, and had to repeatedly chase updates myself. I was initially led to believe the watch may become available, only to later be advised that it would never be restocked.
Attempting to help resolve the situation, I identified a virtually identical alternative model myself. Despite the alternative watch continuing to appear available for purchase on the Creation Watches website, I was then told it was unavailable. After further delays and further enquiries on my part, I was eventually advised that the model could be supplied — but only if I paid an additional AUD 237.98.
At that point, it became clear that Creation Watches was not interested in providing a fair customer-focused resolution to a problem entirely of its own making.
What disappointed me most was not the stock issue itself. It was the complete absence of ownership and accountability. At no point did the company offer any meaningful goodwill gesture or attempt to absorb any of the consequences of its own inventory failures. Instead, the burden was repeatedly shifted onto the customer to accept delays, uncertainty, conflicting information, and ultimately a significantly higher price.
As a watch enthusiast, I spent considerable time researching Creation Watches before placing my order. The company appeared to have built a strong reputation and I genuinely expected this purchase to be the beginning of a long-term customer relationship.
Instead, the experience left me with the impression that customer satisfaction, transparency, and long-term loyalty are secondary considerations behind securing the maximum profit from each individual transaction.
The irony is that I was an extremely easy customer to retain. I was patient. I was flexible. I was willing to wait. I even identified a practical solution myself.
Yet despite all of that, Creation Watches still managed to turn a willing customer into a disappointed one.
After more than two weeks of delays, inconsistent information, poor communication, and an unreasonable proposed resolution, I ultimately requested a full refund.
I cannot recommend Creation Watches based on my experience. If you choose to purchase from them, be aware that the stock availability displayed on the website may not reflect actual availability, and if something goes wrong, you may find yourself doing more work to resolve the issue than the company itself.
Creation Watches didn't lose this sale because they ran out of stock. They lost it because they failed at every opportunity to make things right afterwards.