The same Apple Watch, a different price: why European buyers look abroad

20 October 2026

The Strategic Newb Editorial Team

Updated: 20 October 2026

Translated from the original; figures and sources have been preserved. Read the original →

The same product range. The same Apple Store. But a different country can mean a difference of tens of euros.

An Apple Watch Series 12 starts at €449 in the Netherlands, for example. In the United States it starts at $399, or approximately €355, before any local sales tax. Hong Kong comes to roughly €363.

For European consumers, that is a good reason to look beyond their own Apple Store.

Buying Apple products outside Europe can be cheaper. Whether you actually save depends on the configuration, exchange rate, local taxes and importation into the European Union.

We compare the main factors, using the Netherlands as a specific price example. You can apply the same comparison from other EU countries.

Where are Apple products cheapest?

No country is automatically the cheapest for every Apple product. An attractive iPhone price does not tell you where to get the best deal on a MacBook, HomePod or Apple Watch.

Take the Apple Watch Series 12:

Price and exchange-rate snapshot around 19 October 2026. Rounded amounts exclude card fees, any tourist tax refund and EU import charges. Calculation rates: approximately $1.1225, HK$8.81 and ฿37.60 per euro. Always compare the same configuration and band.

In this example, the US price before local tax is approximately 21% lower than the Dutch starting price.

That is a substantial difference. It is also where a fair comparison begins: with one clearly defined product, rather than a promise that everything is cheaper outside Europe.

America: attractive prices, but tax often comes later

US prices can look especially attractive to European visitors. However, local sales tax is usually added at checkout.

Apple calculates this tax using the delivery address or the store where you collect the product. The same purchase can therefore have a different final price within the United States.

With a hypothetical tax rate of 8%, a $399 Watch rises to $430.92. At the same exchange rate, that is approximately €384.

The price remains below the Dutch €449 in this example, but the saving falls from roughly €94 to €65.

There are exceptions too. Oregon has no general sales tax. That can make buying there more attractive than in a US location that charges sales tax.

Compare the final US price at your purchase location, not just the prominent figure on the product page.

Hong Kong: a clear retail price without VAT

Hong Kong has no VAT or sales tax. You therefore do not need to add such a tax to the retail price or wait for a VAT refund.

The Apple Watch in our comparison costs about €363 there, roughly €86 below the Dutch example.

This may interest a European traveller already in Hong Kong. Any extra travel or accommodation costs incurred solely to buy a cheaper device must also be included.

Thailand: affordable, but Asia has no single Apple price

In Thailand, the Watch being compared comes to approximately €396.

That is cheaper than the Dutch example, but more expensive than Hong Kong and the US price before local tax.

“Asia is cheapest” is therefore not a useful buying rule. You need to compare each country and product.

A possible tourist tax refund can change the result. Only count it as a saving once the shop confirms that your purchase qualifies and how much you will actually receive.

Why exchange rates matter so much

A foreign retail price can stay unchanged for months while your purchase price in euros changes.

The calculation is simple:

Local price ÷ local currency units per euro = price in euros

For a ฿14,900 Watch, this produces the following scenarios:

These example rates create a difference of more than €53 without Apple changing the Thai price.

The same principle applies to EU consumers paying in another currency: convert to your own payment currency.

Also check your payment card's exchange rate and fees. Apple notes that international card payments may incur additional currency-conversion charges.

The retail price is not your final price

An inexpensive purchase outside the EU may still be taxed when you return.

The Netherlands illustrates the importance of the traveller allowance: arrivals by air or sea have a limit of €430 per person for eligible purchases. Purchases from foreign duty-free shops also count.

Crucially, €430 is not a standard deduction from every expensive device. A single item exceeding the limit can be taxed on its full value. Dutch Customs illustrates this with a €1,000 watch.

Readers elsewhere in the EU should take the same practical step: check the current rules with the relevant customs authority for your return journey before buying. Tax and processing can change the final saving.

Remember the distinction between Europe and the European Union. The EU border is particularly relevant to import calculations.

Compare with the best European deal

Apple's official price in your country is a useful starting point. But your real alternative may be an offer at another retailer.

Make two comparisons:

1. The same configuration at Apple in different countries.
2. The final foreign price against the best available deal at home.

This avoids relying on an impressive international price difference that disappears when a local offer is considered.

How to calculate your actual saving

Before buying, use this calculation:

Foreign retail price in your currency + local tax still to be added + payment and exchange fees + any import charges − confirmed tax refund = final purchase price

Compare the result with the price of the same configuration in your EU country.

Check the exact model number, desired features, accessories, and service and return conditions too. A lower price is only attractive if the product meets your needs.

Frequently asked questions

Is Apple cheaper outside Europe?

It can be. In our comparison, Apple Watch prices in America, Hong Kong and Thailand are below the Dutch example. The advantage varies by product and can shrink with extra costs.

Is America cheaper than Asia?

There is no fixed winner. In the Watch example, the US price before local tax is lowest. Hong Kong may become more attractive once US sales tax is added.

Which EU country should I use for comparison?

Use your own purchasing market and the same product configuration. The Netherlands is only a specific example here, not a uniform price for the whole EU.

Does duty-free shopping mean tax-free importing?

No. A foreign tax exemption or refund is separate from the rules when you bring a purchase into the EU. Foreign duty-free purchases may count towards the traveller allowance.

Is travelling for cheaper Apple products worthwhile?

Calculate the full saving first, then subtract extra travel and accommodation costs. The calculation is very different if you are already visiting the destination.

Check the foreign price before buying

European Apple buyers can benefit from international price differences. Our Watch example shows that retail prices can be tens of euros lower outside Europe.

A smart purchase starts with three checks: the same model, the current exchange rate and the full final price.

Visiting America or Asia soon? A quick comparison before departure may pay off. But let the amount after all costs determine where you buy.

Sources

1. Apple Netherlands — Apple Watch
2. Apple United States — Apple Watch
3. Apple Hong Kong — Apple Watch
4. EUR/USD exchange-rate history
5. Apple Thailand — Apple Watch
6. EUR/HKD exchange-rate history
7. EUR/THB indicative exchange rate
8. Apple — Payment & Pricing
9. Oregon Department of Revenue — Sales Tax
10. Hong Kong Talent Engage — Tax
11. Dutch Customs — Purchases abroad