The reality you sketch is how things go.
The watch companies do everything to have buyers, but the market is difficult.
Buyers and retailers are not always happy with each other.
Spending huge amounts on shop interiors, and a customer who want a watch almost for free.
Do you want a watch from a dirty shop where mise running on the floor?
Find fine watch stores where you get a nice experience.
Find the ones which share the same passion.
Avoid educated personal who only thinks about salary.
Avoid the personal who want score for their boss.
Find family owned jewelry stores, but avoid the nephew who only work in the store because a family member want the nephew in the company.
Avoid wanted watches, go for real craftsmanship and watch makers watches.
JLC, IWC, and VC.