Is Rolex’s Certified Pre-Owned Program a ‘Positive Development’ for the Watch Industry?




ROLEX offers the possibility to buy pre-owned watches from its official dealers that are certified authentic and guaranteed by the brand. These watches benefit from the high-quality standards of all Rolex products and a two-year international warranty, valid from the date of resale on the Rolex Network.

Rolex watches are durable and, as such, often have multiple lives. Since they can be worn on new wrists, the Rolex Certified Pre-Owned Watch Program now allows retailers in the brand’s official distribution network to sell certified pre-owned watches with a new two-year international warranty.

From December 2022, Rolex Certified Pre-Owned watches will initially be available in Bucherer boutiques in six countries (Switzerland, Austria, Germany, France, Denmark and the United Kingdom). Other Official Rolex Dealers who choose to participate in the program will begin participating in Spring 2023.The new program makes it possible to buy pre-owned watches certified and guaranteed by the brand itself. The aim is to upgrade the existing collection of pre-owned Rolex watches. Because when these watches change hands, their authenticity must be certified by an official dealer at the time of resale.

Rolex is committed to extending the life of its products. With uncompromising quality standards, the brand produces watches with the longest possible lifespan. Therefore, she is willing to accompany the second life of the watches that are already on the market in order to preserve, care and guarantee the existing watches. This approach is in line with the Perpetual philosophy: a relentless pursuit of excellence and a long-term commitment to future generations.

These certified authentic pre-owned watches also offer customers a real and immediate opportunity to become part of the Rolex world.

Specifically, the Rolex Certified Pre-Owned Program uses a special Rolex Certified Pre-Owned plaque to certify the authenticity of a pre-owned Rolex watch – at least three years old – when it is resold through an official retailer. It guarantees that these watches benefit from the quality standards inherent in all Rolex products and the comprehensive expertise and professionalism of the brand’s global network of experts.

The Rolex Certified Pre-Owned seal accompanying the watch in question symbolizes its status as a Certified Pre-Owned Rolex watch. The Rolex Certified Pre-Owned Warranty Card issued at the time of sale officially confirms the watch’s authenticity and guarantees its function correctly. This card is marked “Certified Pre-Owned” and acts as an official Certificate of Authenticity.

Rolex watches – new or pre-owned – should only be purchased from official Rolex retailers authorized to sell and service Rolex watches. With their skills and know-how, dealers ensure that each timepiece will run smoothly for years to come. Only the official Rolex network can provide these guarantees.