Rolex officially enters the second-hand watch market with the initiative “Rolex Certified Pre-Owned”, offering customers the opportunity to purchase second-hand watches certified as authentic and guaranteed by the brand from their official dealers.

According to the brand, "The Rolex Certified Pre-Owned program now allows dealers in the brand's official distribution network to sell pre-owned models that are certified authentic and come with a new two-year international warranty."

What does the Rolex Certified Pre-Owned program? The program Rolex CPO only applies to watches that have been purchased from authorized dealers and are more than three years old. The idea here is to prevent speculators from bringing back “unworn” watches to participate in the CPO program. In the very near future, customers who purchase a watch from the Rolex Certified Pre-Owned Program they will benefit from a certificate of authenticity and a newly issued guarantee card, valid for a period of 2 years. The latter is marked as “Rolex Certified Pre-Owned” and is issued by Rolex itself, not from resellers who are part of the program CPO. Furthermore, Rolex will also guarantee the authenticity of the watch submitted to the program. The watches Rolex Certified Pre-Owned will initially be available in boutiques Bucherer in six countries, Switzerland, Austria, Germany, France, Denmark e UK, from the beginning of December 2022. Other official dealers Rolex who choose to be part of this program will be able to do so from spring 2023. The Rolex Certified Pre-Owned Program it concerns both modern used watches and vintage models.

Il Rolex Certified Pre-Owned program is of immediate benefit to the customer. It brings an incredible level of reassurance to prospective buyers, who up until now may have been slightly reluctant to buy secondhand watches, having little faith in this relatively complex market. With the Rolex CPO there is a tangible guarantee of the authenticity of the watch, its origin and its correct functioning. A warranty is also an important security for those who are reluctant to jump into the used watch bandwagon.

This is a significant result, especially for a brand that, at least institutionally, has largely ignored the popularity of its watches on the secondary market. Only time will tell how well the program will be received by retailers and, in turn, how well Rolex-approved offerings will keep pace with demand. In terms of procedure, the program applies to pre-owned Rolex models they have at least three years at the time of resale.

This could mean that the brand definitely has other intentions behind this strategy CPO just announced. Clean the market of fake, poorly restored or partially inauthentic watches, lower the effect of speculators, decrease the effect of the gray market.

For more details on Rolex Certified Pre-Owned program, visit www.rolex.com .