Rolex is launching Certified Pre-Owned Programma

Certified Pre-Owned by Rolex

The demand for Rolex watches is very high, ever since a couple of years ago. Rolex only produces a number of watches every year, and it’s pretty hard to get your hands on a new, unworn Rolex watch at your Authorized Dealer. That’s the reason why a lot of enthusiasts buy their watches on the grey market, such as on Wristler. Buying a pre-owned watch isn’t always a pleasure, that’s why we’ve started Wristler and that’s why Rolex is starting their first ever Certified Pre-Owned program through their own dealers. A lot of these authorized dealers already sell pre-owned watches, from Rolex and other brands. From now on, you can get your hands on a Certified Pre-Owned Rolex through the AD. 

What’s different compared to the grey market?

Rolex is starting their Certified Pre-Owned program with Bucherer, one of their partners. This partner, Bucherer, will sell you watches with a check on authenticity and originality. According to Rolex: 

“It guarantees that these watches benefit from the quality criteria inherent to all Rolex products and from the full know-how and professionalism of the brand’s worldwide network of experts.” That means that you get an authenticity report on your pre-owned Rolex watch and it comes with a special Certified Pre-Owned symbol, just like the symbols on new watches. 

The main difference is pricing, when it comes to these pre-owned Rolex watches. We expect a price increase, just as Rolex increased their retail (list) prices of their new watches. You can buy a pre-owned watch from Rolex, or one of their dealers, but it’s probably way more expensive compared to the grey market. While you could easily get your hands on a pre-owned Rolex watch on the grey market, such as on Wristler, with box, papers and everything you need. When you still have some doubts, just walk in to an authorized dealer and ask them for a legit check on your timepiece. You won’t have to pay anything, but it’s exactly the same result. But for less. And that’s what we all like when we invest in our timepieces. 

Reactions in the market

After talking to some of our jewelers, it is abundantly clear: the prices of these so-called Certified Pre-Owned watches from Rolex are significantly more expensive compared to the current situation. And that even saves about 10%, for example on a Rolex Submariner. 

Other reactions are that the authorized dealers (AD) now have even more power compared to before, because they can now also determine whether they will sell you a new or pre-owned watch. The current attitude of the ADs is not really desirable, so let's hope that this will not happen when it comes to Certified Pre-Owned watches from Rolex.