Advice on avoiding scams?

[shnxx]

I wanted to seek some general advice on how to avoid scams when selling your used Rolexes online.
Obviously, forum members and eBay offer pretty good prices if the sale goes well, but there seems to be significant risk with it, since the buyer could pull some shenanigans, such as claiming that the watch received is fake, or some type of a PayPal maneuver.

What are some ways to avoid scams when you're selling?

Note: My previous thread got deleted because I talked about my watches (I found that it is against the rules to solicit sales), so I hope this will be okay!