Editorial: The Whys and Wherefores of Rolex Certified Pre-Owned
Having just announced the Rolex Certified Pre-Owned programme, the Geneva watchmaking giant has in the headlines everywhere. The programme is certainly a significant development, though it will probably play out in a more nuanced manner than predicted in most media. To recap, Rolex Certified Pre-Owned is open to all and any of the brand’s retailers on a voluntary basis. It allows a retailer to sell pre-owned Rolex watches – that have to be at least three years old – but only after they have gone through an official Rolex service centre. Importantly, retailers will have to source their own pre-owned inventory, pay Rolex for servicing, and are free to set prices on their pre-owned offerings. Such certified pre-owned (CPO) watches will be accompanied by a two-year guarantee as well as a Rolex Certified Pre-Owned guarantee card (in addition to the original guarantee card and accessories if available). The first to embark on the CPO programme is the biggest Rolex retailer in Europe, Bucherer, which already has CPO watches on sale. Other retailers will be able to do the same from spring 2023 should they choose to do so. Crucially, Rolex CPO has nothing to do with the grey market, which is the market for brand-new watches sold via non-authorised channels. It is where brand-new Rolex watches sold at a premium to retail are transacted. On the other hand, Rolex CPO all about pre-owned watches that are at least three years old. And Rolex knows exactly when a watch is three ye...
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