TimeToWatch.dk
Cartier
First and foremost, I'm not at all convinced that danish law is applicable here since you are directly advertising to a strictly swedish ad-site. I'm on the contrary quite sure that swedish consumer law is applicable, because of the Rome convention (article 5).
This is not a question of return policy, this is a faulty product since you advertised for something other than what you delivered.
All watches are sold from Denmark with danish receipt through a danish company. I do not know Swedish law but since you buy a watch in Denmark a think Danish law is counting. But I am no lawyer...
/Mads