I have heard Costco Watches are "grey market" watches they are not an authorized Tag Heuer reseller. I have heard horror stories about Costco wathes and their faded receipt which complicates refunds. I don't know where you guys shop but in NY 20% is standard. Fortunoff for examples marks down their Tag Heuers 20% right off. You can get it lower but that is with a family hook-up. They do not charge full price 20% discount is automatic. In response many Authorised stores like Kenjo, Tourneau, Bailey Banks and Biddle will match or better 20% if you play the Fortunoff card. But if you are unaware they will fleece you for full price unless you are a regular customer or can bargain them down. I suggest going to an authorized dealer like Tourneau, Joseph Edwards, Kenjo or Fortunoff. I also know of a guy who charges 65% of the sticker and you get it warranteed from a reputable and authorised dealer with their stamp. I use him when I am after a pricier watch.

In closing if you dont get at least 25% from an authorized dealer you are paying too much.