Rolex began rolling out its certified pre-owned watch program in the United States on May 3. The first two U.S. retailers to participate are watch chains: Tourneau/Bucherer and Watches of Switzerland.
The program will “expand with other official Rolex Jewelers in the future,” a statement said. It covers secondhand Rolex watches that are at least three years old. They will be sold with a seal attached and a Rolex-issued card that both bear the words “Certified Pre-Owned.” The watches will also carry an “international guarantee” for two years after their resale date.
Individual dealers can set their own prices for the pre-owned Rolexes, a company spokesperson confirmed. However, the authenticity of all watches will be certified by Rolex itself.
By some estimates, Rolex watches constitute about half of the growing secondhand watch market.
Outside the States, Rolex’s certified pre-owned program debuted in December at Bucherer boutiques in six countries: Switzerland, Austria, Germany, France, Denmark, and the United Kingdom.
After checking some initial displays in Europe, watch website Hodinkee found certified pre-owned Rolexes selling for higher than their original manufacturer suggested retail price.
(Photo courtesy of Rolex Watch USA)
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