Certified pre-owned programs have swept the commerce world, and that goes for whether they’re directly operated by a brand or monopolizing third-party websites. We’ve seen it with outerwear and sneakers, and now, Rolex is having its hand at authenticating its pre-owned examples.
In an effort to maintain the legitimacy and ethos of its famed timepieces, the Swiss horologist’s new program serves as a legitimate marketplace for those hoping to purchase a pre-owned Rolex directly from the manufacturer. By adhering to its typical lofty standard and applying the inherent knowledge that runs through Rolex’s watch experts around the globe, secondhand examples will now garner official certification. Moreover, qualifying watches must be at least three years old, and buyers will receive a two-year international guarantee card confirming their genuineness.
Other details surrounding each certified example’s presentation include a pouch, typical service booklet, guarantee booklet, and, most eye-catching of all, the Rolex Certified Pre-Owned seal, touted by the revered watchmaker as “a symbol of excellence” and serving as an additional keepsake to the (somewhat) new purchase. In closing, Rolex frankly addresses the resale market when writing, “Rolex watches – new or secondhand – should only be bought from Official Rolex Retailers, who are authorized to sell and care for Rolex watches.” Unsurprisingly, the manufacturer takes each timepiece’s longevity and craftsmanship into serious consideration when it comes to uncertified purchases.
As it stands, Rolex Certified Pre-Owned watches will be made available this month at participating Bucherer boutiques in six countries: Austria, Denmark, France, Germany, the U.K., and, of course, Switzerland. Meanwhile, additional retailers who opted to participate will begin selling them in Spring 2023.