Rolex Is Going Certified Pre-Owned
From today onwards, Rolex has a Certified Pre-Owned program in place. To start with, there will be Rolex CPO watches in Bucherer boutiques in Switzerland, Austria, Germany, France, Denmark, and the United Kingdom. But what does it mean, and how will it work? Let me explain.
The market for Rolex is very hot despite the messages on secondhand prices coming down, more stock in boutiques, and so on. While these things might be happening, the demand is still high. Buying pre-owned is an alternative for those who want a Rolex but can’t get a new one or those who like older/discontinued models better. And buying pre-owned can still be a scary thing. I see countless messages on social media concerning the “validation” of pre-owned Rolex watches. Luckily, many Rolex collectors and enthusiasts are willing to lend a helping hand in this process. Still, not everyone can join these conversations or has the time to investigate. In that case, a certified pre-owned offer can certainly come in handy. But what does the Rolex Certified Pre-Owned program mean, exactly?
1962 Rolex Day-Date ref. 1803
Rolex Certified Pre-Owned program with Bucherer
It does not mean that Rolex itself will be active in the pre-owned market. As you know, Rolex does not deal directly with customers. Rather, the brand works with partners (like Bucherer) for all retail operations. As such, the Rolex boutique in your city or country is a franchise. For the Certified Pre-Owned program, a retail partner — in this case, Bucherer — will source used Rolex watches that are at least three years old. Rolex then checks these watches for their authenticity and originality. Only in this way can the Rolex watch be certified and guaranteed.
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.” All certified pre-owned Rolex watches will come with a fresh two-year international factory guarantee. Additionally, every certified Rolex watch will come with a seal to indicate that it has gone through the authentication process at Rolex.
Starting in spring 2023, other authorized Rolex dealers can also be part of the Certified Pre-Owned program if they want to. Bucherer already started today, and the company’s website shows a lot of pre-owned Rolex listings with the Certified Pre-Owned symbol. You can find an overview of Bucherer’s Rolex Certified Pre-Owned stock here.
Rolex Explorer II ref. 16570
No service or restoration
The Rolex CPO label does not mean that Rolex will service each watch. Rather, it means that the brand has checked whether the watch is authentic and in such a condition that it can be guaranteed two years of international warranty. A vintage or pre-owned watch with period-incorrect hands will not be brought back to its original state. If these hands have been replaced by a Rolex Service Center, meaning they are genuine Rolex hands, Rolex will still certify the watch.
Making buying from authorized dealers more attractive
It’s clear that by giving this certification to pre-owned Rolex watches, there is an incentive to buy from the brand’s retail partners rather than from marketplaces or private sellers. However, whether people will go for a Certified Pre-Owned Rolex watch and avoid the risk of buying an inauthentic piece may depend on the pricing strategy. If there’s no difference in price or just a negligible one, going Certified Pre-Owned will be a no-brainer. That said, prices are still above retail for most pre-owned offers, and enough people are likely willing to spend the extra money anyway.
What are your thoughts about Rolex and its Certified Pre-Owned program? Let us know in the comments below.
