When you buy your watch(es) and/or accessories from inside the UK, VAT is included in the price. Because we're a British-based brand, there is no customs duty or import tax due as we ship the watches from the UK itself.
And, for everyone else, your country's federal customs duty & import tax is estimated at checkout (once you put in your full address)...which is then added to the product price.
So, once you've paid this total amount (product price + taxes), we then ship your product(s) Duty Duly Paid (DDP) which means that we pay for these taxes.