SG Auctions Ltd. (“us”, “we”, or “our”) operates h​ttp:// (the “Site”).

Chasing Chrono takes data privacy seriously. This privacy policy explains who we are, how we collect, share and use Personal Information, and how you can exercise your privacy rights.

We recommend that you read this privacy policy in full to ensure you are fully informed. From time to time we update this Privacy Policy, so we encourage you to refer back to this page regularly.

Chasing Chrono is not intended to be used by children under the age of 13. As we intend to comply with UK law we request that no information is sent to us if you are under 13 years of age.



Chasing Chrono is an online Watch auction site operated by SG Auctions Ltd, a company incorporated in England & Wales, company number 12759686.

Chasing Chrono collect, use and are responsible for certain personal information about you. We are regulated under the General Data Protection Regulation (GDPR) which applies across the European Union.

Chasing Chrono is the data controller of personal information for the purposes of the GDPR and understand that the correct and lawful treatment of your data will maintain confidence in the company and our operation.



When processing your information, we must comply with the 7 key principles as outlined within Article 5(1) of the GDPR. We are required that that personal data shall be:

  • Processed lawfully, fairly and in a transparent manner in relation to individuals (‘lawfulness, fairness and transparency’);
  • Collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall not be considered to be incompatible with the initial purposes (‘purpose limitation’);
  • Adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed (‘data minimisation’);
  • Accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’);
  • Kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed; personal data may be stored for longer periods insofar as the personal data will be processed solely for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes subject to implementation of the appropriate technical and organisational measures required by the GDPR in order to safeguard the rights and freedoms of individuals (‘storage limitation’);
  • Processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures (‘integrity and confidentiality’).”
  • Accountability requiring us to take responsibility for complying with the principles, and to have appropriate processes and records in place to demonstrate that compliance.



We may collect various pieces of personal and other information from you, either directly or indirectly. depending on which services you access within the site, including setting up an account, bidding on a Watch or other product, listing a Watch or product, corresponding with us by phone, email or otherwise, signing up to our mailing list or simply visiting our site.

We may collect the following information from you:

Identifying Data

  • Your full name
  • Your title
  • Your DOB
  • Your IP Address
  • Your telephone number (mobile and/or home)
  • Your home address
  • Your username


Payment & purchase Data

  • Credit card details
  • Bank account details
  • Transaction data including payments made to and from you


Technical Data

  • Browser type and version
  • Time-zone setting
  • Location
  • Operating system
  • Other technology on the devices you use to access our website
  • Your login data


Watch Data

  • Registration details
  • Ownership history
  • Provenance



We will only use your personal information where we have a legal basis to do so. We will normally use your personal information where:

  • We have your express consent
  • We are entering into a contract with you or are about to enter into a contract with you
  • It is necessary for us to do so to enable us to provide you with the services that you have requested from us
  • It is necessary in order to fulfil our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests
  • The law otherwise permits or requires it






Account registration


To enable you to create an account, view, watch and bid on watches.


To submit a Watch or product for listing






To allow us to communicate with you

To provide our service (buyer) to you

Necessary for our legitimate interests

Process financial transactions

To understand how you use our site





To allow us to communicate with you

To provide our service (Seller) to you

Necessary for our legitimate interests

To understand how you use our site




To allow us to communicate with you

Necessary for our legitimate interests

To understand how you use our site


We will use/store your data for as long as it is necessary to:

  • Provide the service (Seller / Buyer) to you
  • Comply with our legal obligations
  • Until you ask us to stop, unless we can demonstrate that the reason we are holding your information overrides your interests or rights.

In determining the appropriate retention period for your personal information, we consider the:

  • Amount
  • Sensitivity
  • Nature
  • Applicable legal requirements
  • Risk of harm from unauthorised access
  • Basis for the processing of personal information



We may share your personal data with the following third parties who assist us with administering the provision of our services to you:

  • Business partners, suppliers and sub-contractors, including:
    • Website hosting provider
    • Analytics companies providing service optimisation,
    • Marketing communication organisations
    • Stripe payment services,
    • Providers of IT and system administration
    • Professional advisors.


Where a seller and buyer are required to contact one another for the provision of the buying and/or selling of a Watch or other product, we may share your personal information with another user in order to complete the transaction. In this instance we shall never share more than is necessary.

Where required by law, we may share personal information with the relevant regulatory authorities and other public bodies when requested to do so for purposes including preventing, investigating, detecting, and prosecuting criminal offences; preventing threats to public security in accordance with applicable law.

All data is securely stored within the EU and is not transferred outside of the European Union,



We take your privacy seriously and are committed to taking all reasonable and appropriate security measures to protect your personal information from being lost, used, accessed or disclosed unlawfully.

Anyone with a legal or a genuine business requirement to access your information will be bound by a duty of confidentiality and are processing your data on our instructions.

In the event of a data breach, we will notify you and the appropriate regulator where legally required to do so.

Unfortunately, the secure transmission and storage of data on the internet cannot always be guaranteed. Consequently, we are unable to guarantee the security of your data transmitted to us and you acknowledge that any transmission is at your own risk.



The GDPR provides the following rights for individuals:

  1. The right to be informed, through this Privacy Policy
  2. The right of access, giving you the right to request a copy of any of your personal data which are being ‘processed’
  3. The right to rectification. If your personal data is inaccurate or incomplete, you have the right to have the data rectified or completed, without undue delay.
  4. The right to erasure (to be forgotten), enabling you to request that your data is erased without undue delay. The right of erasure is restricted in certain circumstances under Section 60 of the Data Protection Act 2018. If we are unable to delete your data, we may explain the reasons why to you.
  5. The right to restrict processing, providing you the ability to restrict the processing of your data where you contest the accuracy of the data, you have objections to the processing, where processing is unlawful or you would like us to retain the data but stop processing it.
  6. The right to data portability, allowing you to obtain your personal data in a format that makes it easier to reuse your information in another context, and to transmit this data to another data controller of your choosing without hindrance.
  7. The right to object to the processing of your data (direct marketing – including profiling) where we are not legally obligated.
  8. You have the right to not be subject to a decision based solely on automated processing. Processing is “automated” where it is carried out without human intervention and where it produces legal effects or significantly affects you. Automated processing includes profiling.

If you wish to exercise any of your rights, please contact us emailing or by writing to us. Our address details can be found on our contact us page on the website.

In order for us to comply with your request, we will ask that you provide proof of your identity (e.g. a driving licence, passport, utility bill) and to confirm your right to access the data, ensuring data is only disclosed to those with a legitimate reason to access it.



Our Privacy Policy explains our principles when it comes to the collection, processing, and storage of your information. This below specifically explains how we, our partners, and users of our services deploy cookies, as well as the options you have to control them.


What are cookies? 

Cookies are small pieces of data, stored in text files, that are stored on your computer or other device when websites are loaded in a browser. They are widely used to ‘remember’ you and your preferences, either for a single visit (through a ‘session cookie’) or for multiple repeat visits (using a ‘persistent cookie’). They ensure a consistent and efficient experience for visitors, and perform essential functions such as allowing users to register and remain logged in. Cookies may be set by the site that you are visiting (known as ‘first party cookies’), or by third parties, such as those who serve content or provide advertising or analytics services on the website (‘third party cookies’).


Cookies set by

We use cookies for a number of different purposes. Some cookies are necessary for technical reasons; some enable a personalised experience for both visitors and registered users; and some allow the display of advertising from selected third-party networks. Some of these cookies may be set when a page is loaded, or when a visitor takes a particular action (clicking the ‘like’ or ‘follow’ button on a post, for example).

Below the different categories of cookies set by are outlined.  Certain cookies are only set for logged in visitors, whereas others are set for any visitors.

Strictly Necessary: These are the cookies that are essential for to perform basic functions. These include those required to allow registered users to authenticate and perform account related functions.

Functionality: These cookies are used to store preferences set by users such as account name, language, and location.

Performance: Performance cookies collect information on how users interact with websites, including what pages are visited most, as well as other analytical data. These details are only used to improve how the website functions.

Tracking: These are set by trusted third party networks (e.g. Google Analytics) to track details such as the number of unique visitors, and pageviews to help improve the user experience.

Third Party/Embedded Content: makes use of different third-party applications and services to enhance the experience of website visitors. These include social media platforms such as Facebook and Twitter (through the use of sharing buttons), or embedded content from YouTube and Vimeo. As a result, cookies may be set by these third parties, and used by them to track your online activity. We have no direct control over the information that is collected by these cookies.


Controlling Cookies

Visitors may wish to restrict the use of cookies, or completely prevent them from being set. Most browsers provide for ways to control cookie behaviour such as the length of time they are stored — either through built-in functionality or by utilising third party plugins.

To find out more on how to manage and delete cookies, visit For more details on advertising cookies, and how to manage them, visit (EU based), or (US based).

Some specific opt-out programs are available here:

It’s important to note that restricting or disabling the use of cookies can limit the functionality of sites or prevent them from working correctly at all.



Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.



Should you have any queries regarding this Privacy Notice, about the processing of your personal data or you wish to exercise your rights you can contact  us by emailing or by writing to us. Our address details can be found on our contact us page on the website.

If you are not happy with our response, you can contact the Information Commissioner’s Office:



Any and all changes made to this policy will be updated on this page.

The latest update was published 18th January 2021.