Fake Tissot watches are flooding the country, says the importer of the Swiss brand.

Peter Buckleigh, managing director of GMB Watch, said the company had been alerted to the fakes being sold on auction websites including Trade Me, which last night had 54 listings for Tissot watches at prices starting as low as $65.

"The low price, actually below realistic distribution cost, should be a giveaway to consumers," Mr Buckleigh said, "but certain irregularities both in the manufacture of the watch and the printed material supplied identify them as fakes and of counterfeit production."