I am a U.K. resident and have recently purchased a watch from a Swedish retailer. I was slightly confused by the VAT process. I was was under the impression the retailer in Sweden added local MOM (VAT) @25% for a watch but as they were exporting outside the EU would deduct and refund me. On request for VAT refund the dealer said it was standard to sell the watch with no local VAT as it was “vintage” and ALL their watches displayed, as registered company not private seller, include no VAT. The website shows no indication that VAT is not included in anyway. Is their approach correct according to EU / Swedish consumer protection laws? I feel they are trying to overcharge me 25% for the watch which I now need to pay import duty and 20% tax on. Thanks in advance.