For that its worth, after lurking on various forums for about a year, I recently bought my first JLC through a website. I was well aware of the dubious reputation such purchases have.
I'm located in Switzerland, have access to a number of AD (and a boutique). I shopped around quite a bit and, as I wanted a now discontinued model, and didn't find what I was looking for for the price I was willing to pay. The staff at the Boutique was wonderful though. My experiences at the ADs were not so great, with staff that was often not knowledgeable or seemed uninterested. Perhaps the fact that I was after a "small" JLC had something to do with this.
The business in question had a local presence and, after a couple emails, the watch was sent to me without any advance payment, although I could also have driven up to pick it up. I must admit it reassured me greatly on the transaction, as there was little risk to me.
The stamp is from an AD in another European country. The watch works so far, keeps time beautifully and appeared BNIB, as expected.
I agree that there was/is a potential for trouble down the line, but I'm happily wearing my watch for the time being.
For my next purchase, I will probably splurge and go get pampered at the Boutique though!
L.