[verall]

If you go to a donqi the price tags list without the tax besides small text that either lists the full price or says "+10% consumption tax" or along those lines.

As a tourist you don't always have to pay the consumption tax though.

[ChrisMarshallNY]

I have a feeling that you're right.

I remember the saleswoman asking to see my passport, when I was buying the watch (it was that big department store in Akihabara).