Rolex Embraces Its Timeless Watches By Certifying, Selling Them Second-Hand

With Rolex watches built to last generations, the luxury icons often change hands over time. Plus, with the wrist candy getting rarer and harder to buy than ever, many collectors are turning to the second-hand market for their fix. 

As such, the Swiss watchmaker is rolling out the Rolex Certified Pre-Owned program, allowing shoppers to snag a pre-loved watch from select retailers in the brand’s official distribution network. 

There are, of course, perks to purchasing directly from the company instead of through a middleman, including a certificate authenticating the timepiece to put your mind at ease, and a two-year international guarantee. An endorsement by Rolex itself helps too.

According to Rolex, the new program hopes to make it easier for customers to own second-hand timepieces that the brand itself has verified, adding value to the existing pool of pre-owned products in the market. 

By purchasing directly from the program, customers will be able to confirm the authenticity of the watch at Official Retailers should they ever choose to sell or gift it to someone else. 

Furthermore, for those looking to set foot in the world of Rolex, these authentic second-hand timepieces provide a tangible and immediate opportunity to do so, complete with a seal to symbolize its certified status. 

The Certified Pre-Owned watches will initially be on offer at Bucherer boutiques in Switzerland, Austria, Germany, France, Denmark, and the United Kingdom. More official retailers are slated to join the program in Spring 2023. 

[via Gear Patrol and Rolex, images via Rolex / Federico Berardi]