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When I perform a search on Google.co.uk for "W11171G2" there are 36 results total returned. Understand first that because we are using such a specific and unique search query, few results are returned and we can see every one. If we change the query to "W11171G2" watch" then 1.2 billion results are returned. Also, I don't see the page you shared in those 36 results. I see two pages from your site. #21 rank is http://www.firstclasswatches.co.uk/red-dial.html, #11 rank is http://www.firstclasswatches.co.uk/products_search.php?page=8\. There are additional results but I need to click "repeat the search with omitted results included" to see them, which most people are unlikely to click. There are two types of issues when dealing with duplicate content. Google will very often index duplicate and thin content pages, but they are algorithmically penalized in the rankings. The "main" version of the duplicate content will rank fine, and the rest will rank significantly lower. You are correct that many of your competitors have thin content as well. You should be loving that fact, not upset by it. You can step up your site and take top rankings.