“This Stock Could Be Like Buying Amazon in 1997” See all posts by Rachael FitzGerald-Finch Renowned stock-picker Mark Rogers and his analyst team at The Motley Fool UK have named 6 shares that they believe UK investors should consider buying NOW.So if you’re looking for more stock ideas to try and best position your portfolio today, then it might be a good day for you. Because we’re offering a full 33% off your first year of membership to our flagship share-tipping service, backed by our ‘no quibbles’ 30-day subscription fee refund guarantee. Investors are gambling on the Watches of Switzerland share price: here’s what I’d do Rachael FitzGerald-Finch has no position in any of the shares mentioned. The Motley Fool UK has no position in any of the shares mentioned. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors. Rachael FitzGerald-Finch | Tuesday, 6th October, 2020 | More on: WOSG Simply click below to discover how you can take advantage of this. Enter Your Email Address Our 6 ‘Best Buys Now’ Shares Image source: Getty Images. I’m sure you’ll agree that’s quite the statement from Motley Fool Co-Founder Tom Gardner.But since our US analyst team first recommended shares in this unique tech stock back in 2016, the value has soared.What’s more, we firmly believe there’s still plenty of upside in its future. In fact, even throughout the current coronavirus crisis, its performance has been beating Wall St expectations.And right now, we’re giving you a chance to discover exactly what has got our analysts all fired up about this niche industry phenomenon, in our FREE special report, A Top US Share From The Motley Fool. Viewing the Watches of Switzerland (LSE: WOSG) share price this morning was like watching a Harrier Jump Jet take off. By 10am, the stock was up over 23% and the line on the stock price graph was almost vertical!This went along with the high-end watch retailer releasing positive news about the business. Its full-year revenues are expected to be at least £40m higher than previously thought, and earnings (EBITDA) up by 1.5%.5G is here – and shares of this ‘sleeping giant’ could be a great way for you to potentially profit!According to one leading industry firm, the 5G boom could create a global industry worth US$12.3 TRILLION out of thin air…And if you click here we’ll show you something that could be key to unlocking 5G’s full potential…However, we’re only 23 weeks into the firm’s financial year. And as we’ve seen recently, a lot can happen in the remaining 29 weeks. Further economic shutdowns can change a trading environment considerably, especially for cyclical stocks like WOSG. Nonetheless, it’s good news for the company and its shareholders who are optimistic about the firm’s prospects. But is a little positive news a good reason to become a shareholder now? In short, I don’t think so. Buying WOSG stock at its current price is gambling with your money.The WOSG share priceThe stock is currently trading around 403p and on price-to-earnings ratio (P/E) of about 2,020. This P/E ratio even exceeds Tesla‘s highest-ever P/E ratio of 1,152. Curiously, both stocks are currently trading around a similar level of pricing too.However, as a young tech stock, you’d expect Tesla to have a relatively high P/E ratio. The company is not yet profitable and the optimism apparent in its share price should, in theory, reflect the growth expectations of the company as it tries to redefine how we live. As a seller of watches and jewellery, WOSG is in a completely different situation. Its plans for growth currently focus mainly on bricks and mortar, although it has also been growing its online offerings. This is likely due to the type of luxury goods it sells where the shopping experience and branding is a large part of the sale. Purchasing a Patek Phillipe from a plush store while being fawned over by a refined but eager sales assistant is a far cry from buying a mass-produced watch from an online retailer to arrive in the post on a later date.With the physical high-end shopping experience, revenues per sale may be much higher, but so are the overheads. This adds friction to the future growth rate of the FTSE 250 retailer and I can’t see how the growth rate of the firm can be anywhere near that of Tesla’s. Quite frankly, even if WOSG’s earnings more than double, as Goldman Sachs expects them to do, the P/E is still too high to provide a satisfactory return on my money.What I’d doThere are many excellent FTSE-listed companies out there selling at far more sensible P/E ratios and that may also provide dividend income, improving my total investment returns. If I already owned Watches of Switzerland shares, I’d be selling them and cashing in on those returns. As I don’t, I won’t be buying, at least not until the stock returns to a more sensible price. Until then, there are far better options for investment returns out there for smart investors. I would like to receive emails from you about product information and offers from The Fool and its business partners. Each of these emails will provide a link to unsubscribe from future emails. More information about how The Fool collects, stores, and handles personal data is available in its Privacy Statement. 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