ROLEX TO CERTIFY
PRE-OWNED WATCHES
ROLEX WILL OFFER THE OPPORTUNITY TO PURCHASE FROM ITS OFFICIAL RETAILERS PRE-OWNED WATCHES THAT ARE CERTIFIED AS AUTHENTIC AND GUARANTEED BY THE BRAND.
THESE TIMEPIECES WILL BENEFIT FROM A TWO-YEAR INTERNATIONAL GUARANTEE, VALID FROM THEIR DATE OF RESALE IN THE ROLEX NETWORK.
By DANNY CRIVELLO
In a first in the history of the brand, Rolex will make it possible to purchase pre-owned watches that Rolex itself has certified and guaranteed.
Rolex said its Certified Pre-Owned program will allow authorized dealers to sell second-hand models that are certified as authentic. They will come with a new two-year international guarantee.
The news from Geneva comes on the heel of a fresh energy crisis in Europe due to the war in Ukraine. The Swiss government has asked companies to cut their energy consumption by 20% which is likely to worsen the supply of new watches.
Still, the announcement will be seen as welcome relief to customers unable to buy Rolex watches from authorized dealers in a market that has run red-hot until at least March 2022. But, according to Rolex insiders, the Certified Pre-Owned program has been in the works since before then.
Rolex said in an official statement the aim was "to bring added value to the existing supply of pre-owned Rolex watches ... and to offer customers a tangible opportunity to become part of the world of Rolex."
The Rolex Certified Pre-Owned program attests the authenticity of second-hand Rolex watches that are at least three years old at their time of resale by an authorized dealer displaying the special Rolex Certified Pre-Owned plaque.
Rolex said the watches will have a "Certified Pre-Owned" seal as well as a guarantee card, delivered at the time of the sale. This card bears the words "Certified Pre-Owned" and serves as an official certificate of authenticity.
Rolex said second-hand watches will initially be available at Bucherer boutiques in six countries -- Switzerland, Austria, Germany, France, Denmark and the UK -- from the start of December 2022. Other authorized dealers who choose to be part of this program will be able to do so from spring 2023.
Bucherer, in Switzerland, already displays a Rolex Certified Pre-Owned page on its website. Most prices seem to be above retail.
Check out the detailed Q&A here.