Competing with resellers: Rolex bares pre-owned authenticity program amid crazy demand for its highly-prized watches

Rolex has launched a Certified Pre- Owned (CPO) program to enable its official retailers to sell second-hand models with verified authenticity and a new two-year international guarantee (new watches have a five-year warranty).

Rolex CPO watches will initially be available at Bucherer boutiques in six countries – Switzerland, Austria, Germany, France, Denmark and the United Kingdom – starting December 2022.

Other official Rolex retailers which choose to be part of this program will be able to do so from spring 2023.

The CPO was launched amid the extreme scarcity in Rolex watches – specifically Submariners, GMT Master IIs, Explorers, and Daytonas – during the pandemic when prices of both new (sold way above retail) and pre-owned zoomed due to high demand and low supply.

The new program, the first in its 117-year history, will “bring added value to the existing supply of pre-owned Rolex watches.”

“Thanks to uncompromising quality standards, the brand produces watches with the longest possible lifespans. It therefore wishes to accompany the second life of its watches already circulating on the market, with a view to preserving, maintaining and guaranteeing what already exists,” Rolex said in a statement.

The CPO covers Rolex watches that are at least three years old at their time of resale and will include a CPO plaque and guarantee card.

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