Show your watch inventory on your own website

Your site, your design, the dealer’s live stock

A hosted storefront is the fastest way to get a watch dealer online, and WatchFlow includes one (see the website synced to your inventory and the retail and wholesale storefront). But some dealers already have a site, or want full control of the look, or run a business that shows other dealers’ stock next to their own. For those cases WatchFlow has a Website API: your inventory as read-only data that your own site turns into pages.

The full technical reference is public at the Website API docs. This page covers what a dealer or site owner needs to know before starting.

Creating a website key

A dealer creates keys in Settings, under Connections, in three short steps:

• Name and access. Choose retail, wholesale, or both.
• Your website link. Optional. It is only used to label the setup file.
• AI builder or developer? Pick who is connecting the site.

Each key has its own on and off switch, so you can pause one site or partner without touching the others. Each key also has its own share settings: share everything in stock, or only the pieces you have ticked; and include or leave out watches that are out on memo or reserved.

Built for AI builders and developers

If you are building the site with an AI builder such as Lovable, Bolt or Cursor, WatchFlow generates a watchflow-connect.md setup file with no key inside. You give the AI that file, not the key. A developer gets a link to the docs instead. Either way the key is meant to live in your server’s settings, never in a chat or a page.

Keys are server-only. A request that carries a browser Origin header is refused, so the feed has to be read from your site’s server code, such as an API route or serverless function. There is no list of website addresses to register.

What the feed includes and leaves out

• In-stock pieces, plus memo and reserved pieces if the key allows them.
• Sold and Returned-to-Vendor watches are never served.
• If a watch has no price, you get a null price with a price-on-request flag. A retail price is never used as a wholesale price.
• Your cost, profit, private notes, serial numbers and contact records are not part of the feed.

Combining several dealers’ stock

A partner site, an aggregator or a dealer group can pull more than one dealer’s feed. Each dealer creates their own key for the partner and decides what it shares. Every item then carries an internal source label: the dealer’s business name, a short code, and an opaque reference. Your back office uses it to tell the feeds apart. It is not meant to be shown to customers.

What it does and doesn’t do

The API is read-only and does not build or host a site for you (the hosted storefront is a separate feature). It is not a widget or an iframe, and there is no plugin for Shopify, Wix or Squarespace: those builders need a small server route that holds the key. It is not a Chrono24 or eBay connector. For plan details, see pricing. More guides are in the watch dealer resources.