The cult name of the watch world officially enters the pre-owned watch market, which has reached a business volume of 20 billion USD, with a certified pre-owned program that gives the label more control.
Under the program, Rolex makes it possible for consumers to purchase pre-owned watches that are authentically approved by the brand. Aiming to protect and maintain its existing products, the brand guarantees models that are at least three years old, with rigorous quality criteria that all Rolex products must comply with. The company's used products will have a two-year international warranty valid from the date of resale on the Rolex network, once their authenticity has been verified.
The program first starts this month at Bucherer boutiques in six European countries (Switzerland, Austria, Germany, France, Denmark, and the United Kingdom). Additional Rolex dealers who choose to be part of the program will be able to join in the spring of next year.
Official dealers will display a signature Rolex Certified Pre-Owned plaque, and each item will carry a Rolex Certified Pre-Owned seal confirming its authenticated, pre-owned watch status. In addition, sellers will present an official warranty card confirming the authenticity of the watch at the time of purchase.
The brand explained: "Rolex watches, new or used, should only be purchased from Official Rolex Dealers who are authorized to sell and maintain Rolex watches. Retailers' skills and technical expertise ensure that every watch works year after year. Only the official Rolex network can provide guarantees.”
It is considered that this application, which we have seen similar examples from different brands in the past, will change the dynamics of the so-called gray market. The most curious subject is the price changes of second-hand Rolex models in the free market.
