Honest Question: Rationale for Posting Serials of Stolen Watches?

[PPA]

Hi Everyone,
Just an honest question:

I'm wondering why it's best to publish the serial numbers of watches that have been stolen, versus reporting just to the manufacturer?

I'm thinking on one hand - the more visible the serial is, the better.

However won't that just make the thieves go further underground with a particular stolen watch?

Thanks in advance for your insights.