This disclosure describes, generally, methods and systems for dynamically counting down to an on-line auction end time. The method includes initiating a countdown clock with an end time that corresponds to the on-line auction end time, and accessing an auction server to obtain data used to refresh a current time of the countdown clock. The auction server is accessed at an incrementally faster refresh rate as the on-line auction end time is approached. The method further includes presenting, based on the refresh data obtained from accessing the auction server, an updated countdown clock.