a deposit is just that, a deposit. Even if this was a contract to buy one has always the right to say no if he doesn't like the watch or changes his mind. Let's not forget that major brands like Vacheron, JLC, and many others do allow you even the possibility to buy a watch online and return it (within 2 weeks or 1 month) if you don't like it. I find this to be fair to the customer that has to be protected and has the right to change his mind, even if he bought the watch and paid it. A photo can never be representative of the experience "in the metal".