Rolex is introducing the Certified Pre-Owned Programme to authorised dealers selling Rolex pre-loved watches. This step is taken to authenticate and protect its products from counterfeiting. The company can also keep an eye on its luxury watches in the secondary market.
It is known that Rolex is still at the top of the list as the most profitable watch for investment. A new report from online buying and selling website Bob Watches reveals sales data for the past 10 years and reveals how much fans and collectors of luxury watches appreciate Rolex. Even when taking into account Rolex’s steady rise in prices and inflation, the watch brand, which has been around since 1905, outperforms some key investment assets such as real estate, stocks and gold on average.
The market average sales for used Rolex, according to Bob Watches have increased significantly. From the previous one that did not touch the US$5 thousand in 2011 to more than US$13 thousand in 2021. Some types such as the Air-King and Cellini are experiencing price increases in relatively less value, to popular models such as the Daytona, Day-Date, and Sky-Dweller which have experienced the highest price explosion in history. Original used Rolex only at official retailers
The Program will first be available in selected Bucherer boutiques in six countries across Europe (Switzerland, Austria, Germany, France, Denmark and Great Britain) starting this month. The goal is to prevent someone from selling a new watch at a price above the original price. In addition, official Rolex dealers will also be able to participate in the Rolex program in the spring of 2023. “Later the Swiss dealer Bucherer will be the first to start selling used Rolex watches that have a certificate from the company in every store across Europe,” Rolex said in a statement. The Swiss luxury watchmaker will guarantee watches that are at least three years old with strict quality criteria. Once authenticated, the company’s used products will receive a two-year international warranty that will remain in effect from the date of their resale within the Rolex network. The Seal Is Rolex Certified Pre-OwnedDok. The official RolexDealer will display the distinctive Rolex Certified Pre-Owned plaque, and each product will bear the Rolex Certified Pre-Owned seal confirming its status as an authenticated second-hand watch. In addition, the retailer will send you an official warranty card at the time of purchase, which confirms the authenticity of the watch.” Rolex watches – New Or Used – should only be purchased from authorised Rolex retailers, who are authorised to sell and maintain Rolex watches, ” the company said in a statement.Thanks to their technical skills and expertise, retailers ensure the smooth functioning of each watch for many years. Only the official Rolex network can provide this guarantee.On the other hand, according to Deloitte, the used luxury watch market is expected to grow to US$35 billion by 2030. Rolex also dominates the luxury watch market.