First Experience with Jomashop

I placed my order for this watch a while ago with Jomashop, and I’ve heard varying opinions on the customer service and buying process on Jomashop, so I wasn’t 100% sure what to expect. 
I purchased this Tissot Le Locle Automatic a few weeks ago, and true to their promise, it was delivered to me within 2-3 weeks timeframe. It definitely lives up to the expectations, the item was new in the box with no papers, and had all the stickers intact as expected. 
I really like the watch itself, and it was a very competitive price all things considered, I will probably use Jomashop again for watches around this price point and availability. 

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Thats a great looking watch. 
How can JomaShop be less than other places, and why do they keep the papers for the watches? Curious about their business model.