Certified Watch Store sent wrong watch, then refused a full refund -- Internet, Internet

Wrong item/false advertising -- Refused a full refund -- Rude customer service -- Smells like a scam

My mom has been looking for a specific Fendi dual faced watch for a while now, so I was very excited to see the exact one she wanted on Amazon. Imagine my disappointment when the watch that arrived was not the one advertised nor the one that I paid for. Although it looked COMPLETELY different, I could understand how a mistake might've been made because the model numbers were one letter off.

I contacted the seller for a replacement of the watch I actually ordered or a refund. Instead of communicating their apologies for making the error, I was credited a partial refund that was $80 less than what I originally paid. I emailed back asking why I was not sent the correct watch (and why this was not communicated) and then why I was only granted a partial refund. Instead of an apology then, customer service emailed me back saying that they go by model numbers and not descriptions or photos, implying that I received the correct watch and was unreasonable for asking for a replacement. They also claimed that the model number of the watch I wanted DID NOT EXIST and told me to check a Fendi catalogue to confirm this. Excuse me? The model number (accompanied by photo and description) was ADVERTISED BY THE STORE ITSELF. It was not until I emailed back saying that the store falsely advertised and demanded a full refund that I was credited the remaining $80. During this time, the original ad was taken down by the seller.

The ad is back up now under the same model number with a hiked up price, though I'm sure they'll take it down after this review: http://www.amazon.com/Fendi-Womens-FE621210-Secret-Diamond/dp/B002GP7S3Y/ref=sr_1_6?s=watches&ie=UTF8&qid=1327727571&sr=1-6

I will NEVER buy anything from this seller again nor would I ever recommend it to anyone else. As a regular Amazon customer who checks seller ratings before purchase, I was so disappointed and frustrated by this experience I am considering no longer buying anything other than books on Amazon because of the unreliability of what seems to be fake customer feedback, which is a real shame.