Rolex has recently announced that it is launching a Certified Pre-Owned (CPO) programme, allowing customers to purchase second-hand or discontinued editions of the company’s illustrious range of watches.
Despite – or perhaps because of – demand for new Rolexes being so strong that they’re nearly impossible to get hold of, Rolex has elected to implement an alternative option for those who prefer to buy older versions that may not be continued today.
The programme might also cater for customers wishing to spend a bit less on a Rolex: although the scarcity of the latest models has often meant that good second-hand Rolexes are bought for a higher figure than the official retail price. Rolex will not take an active role in the pre-owned market, instead choosing to work with partners. But each watch that is sold as part of the programme will come with what is quite literally a seal of approval from the manufacturer. Every Rolex Certified Pre-Owned watch comes in its own distinctive Rolex pouch, as well as the Rolex Certified Pre-Owned seal, a two-year international guarantee card, a service booklet and a guarantee booklet.
Image Credit - Rolex
This may sound like a reasonably innovative concept from Rolex, but in reality, it’s nothing new. With the rise in popularity of the second-hand watch market, many manufacturers have already adopted a certified pre-owned programme to ensure that authenticity remains at the forefront of all sales: old and new. Or as Rolex puts it: “This guarantees that these watches benefit from the quality criteria inherent to all Rolex products and from the full know-how and professionalism of the brand’s worldwide network of experts.”
Bucherer is the first retail partner to be handed responsibility for Rolex CPO watches and these will shortly be made available in stores across Europe, including Switzerland, Austria, Germany, France, Denmark and the United Kingdom.
Pre-owned boutiques have become increasingly common in recent years, with Watchfinder opening a brand-new shop in Bicester Village in Oxfordshire. The new shop boasts an impressive variety of used watches, from Rolex’s steel sports range to icons from other manufacturers such as the Omega Speedmaster and TAG Heuer Monaco. Another high street name that’s been getting in on the second-hand scene is Goldsmiths. Tucked away on their website, you’ll find a ‘pre-owned’ section on the top menu bar, which takes you here. This wide range of watches again all come with a two-year warranty and certificate of authenticity, making them an interesting alternative to buying new – and one that is likely to grow in future.
Of course, these shops will never be the cheapest way to buy a pre-owned Rolex. But they will guarantee the peace of mind of knowing that each watch is certified by the manufacturer and is in top condition – which, for many people, is definitely worth the extra money.
Image Credit - Rolex