Only Rolex watches purchased from ADs and more than three years old will be eligible for the pre-owned program, in an effort to curtail newer models being flipped in the gray market. And here’s where the Crown is really leveling up from your typical secondary market experience. When you purchase a Rolex certified pre-owned watch, you’ll receive a certificate of authenticity and a new, two-year warranty card. You’ll even get a coveted Rolex “wax seal” tag.
Pre-owned watches and retailers have often carried a certain stigma. There’s arguably a greater risk involved when buying a luxury watch outside the sphere of an authorized dealer or directly from the brand. While many brands have historically wanted to distance themselves from the second-hand market, others have recognized the value in being a part of it, whether to bolster security and trust or to control the segment.
At first glance, Rolex’s move into the pre-owned market may come as a bit of a surprise, but it’s actually a logical next step for the brand. In the past few years, Rolex boutiques around the globe have run dry with display cases marked by dreaded “For Exhibition Only” signs and employees breaking the news that a particular watch might not be available for months or even years.
Many questions remain, however: How will Rolex handle its own pre-owned pricing? How will it control the supply of its own secondary market? What will the company do to motivate sellers to not resell with outside dealers and how will that affect pricing? Stay tuned…