Rolex Certified Pre-Owned – how does it work?

Text: Britta Rossander

Picture: Rolex

Their watches are built to last several generations. And since they can with advantage be worn on new wrists, Rolex has launched a Certified Pre-Owned programme that gives retailers in the brand's official distribution network the possibility to sell pre-owned certified models that are guaranteed genuine and that are delivered with a two-year international guarantee. 

Innovative as usual

Rolex thus wants in this way to complement the watches in the second-hand chain with a certificate concerning their authenticity with the aim of preserving, maintaining and guaranteeing what already exists. They say that it is a long-term commitment for future generations, but it is also a way of marking a position towards the second-hand market.

The certified ”pre-owned” watches will initially be available at Bucherer stores in six countries (Switzerland, Austria, Germany, France, Denmark and the United Kingdom) during December this year. Other retailers who choose to be part of the programme will be able to do so from this spring.

The programme makes it possible for the customer to buy pre-owned watches that the brand itself has certified and guaranteed the authenticity of. When the watches change owner it must be able to be attested at the time of resale by the official retailers. These certified, pre-owned watches also offer the customers a possibility to be able to buy a watch without a waiting time. A Rolex Certified Pre-Owned guarantee card comes with the watch at the time of sale confirms that it is genuine and works correctly.

Since several different notions are circulating about how things stand with certain matters in the subject, I got in touch with HQ in Geneva to get answers to my questions. I received the answers in writing since here there is no room for any misinterpretations. 

Why is Rolex doing this?

-Thanks to uncompromising quality standards we produce watches with the longest possible lifespan. We therefore want the watches that are already circulating on the market to be able to be part of the motto preserve, maintain and guarantee what already exists. These watches also offer potential customers an immediate possibility to become part of the Rolex world.

Where do you get the pre-owned watches from – from private customers, auctions or retailers…?

-Rolex only receives watches from its official retailers. The official Rolex retailers buy pre-owned watches (at least three years old) on the market.

What are the criteria for a watch to be sold with your certificate?

-We take in the watch that is sent to us from an official retailer. The watch in question must be at least three years old. It then continues to authentication before the service is carried out which means that the watch is genuine and whether its condition justifies further handling. These various steps will give our retailers the possibility to sell certified pre-owned Rolex watches, also online. Two years' international guarantee will be granted when the watch is sold to an end customer.

Can you say anything about the prices to the customer on a certified pre-owned Rolex? Do you decide the price or is it the retailer who does this?

-Official Rolex retailers who take part in the programme decide the selling prices to the end customers themselves.

Are there any gradations in the prices depending on the watch's condition?

-Yes, there is a price variation depending on the condition. Logically the watch becomes more expensive if it is in perfect condition.

The certified watches will be sold by Bucherer in six countries – how do you choose which watch is to be delivered where?

-Since the official Rolex retailers choose and buy the watches which they then hand over to us and then release them for sale in their stores or online, after having been certified this is already regulated.

Will all your retailers be able to sell certified pre-owned Rolex watches? 

-Yes. The Rolex Certified Pre-Owned programme will be offered by all our retailers who want to do so.

Are all your models possible to certify by you or do you choose special families or do you choose on account of the watch's age?

-All pre-owned Rolex watches are potentially covered by the Certified Pre-Owned programme, provided that they are at least three years old.

 Do you reject any watches – if so – why?

-A counterfeit or stolen watch is not considered. In addition a pre-Owned certification cannot be given for a watch where an important component is missing, is counterfeit, not produced by Rolex or is too damaged. In any case Rolex reserves the right to refuse to issue pre-Owned certification for a pre-owned watch.

Read more about certified pre-owned at Rolex