WatchesNov 16, 2022
Rolex Names New Group PresidentWatchesDec 01, 2022
Rolex to Certify Pre-Owned Watches
Retailers within its official distribution network will be able to sell the authenticated timepieces.
The new Rolex Certified Pre-Owned program will give the Swiss watchmaker a foothold in the growing secondhand luxury market and marks a sea change for the multibillion-dollar industry.
Geneva—Rolex SA will now certify used watches, the company announced Thursday.
The Swiss watchmaker has launched the Rolex Certified Pre-Owned program, allowing retailers within its official distribution network to sell authenticated pre-owned Rolex watches.
It will authenticate secondhand Rolex watches that are at least three years old at the time of resale by an official retailer, providing the retailer with a Rolex Certified Pre-Owned plaque.
The new program “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,” said Rolex.
The authenticated watches will come with a special seal, a service booklet, and an international two-year guarantee card and accompanying booklet.
The guarantee card is given at the time of sale and confirms the watch is genuine and in proper working condition.
“Rolex advocates the durability of its products. Thanks to uncompromising quality standards, the brand produces watches with the longest possible lifespans. It therefore wishes to accompany the second life of its watches already circulating on the market, with a view to preserving, maintaining, and guaranteeing what already exists,” said Rolex.
The program initially will only be available in Bucherer boutiques in Switzerland, Austria, Germany, France, and the United Kingdom, starting this month.
In spring 2023, other official Rolex retailers can opt into the program. Non-authorized dealers and auction houses will not be able to participate in the program, Bloomberg reported.
Related stories will be right here …
The Swiss watchmaker has launched the Rolex Certified Pre-Owned program, allowing retailers within its official distribution network to sell authenticated pre-owned Rolex watches.
It will authenticate secondhand Rolex watches that are at least three years old at the time of resale by an official retailer, providing the retailer with a Rolex Certified Pre-Owned plaque.
The new program “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,” said Rolex.
The authenticated watches will come with a special seal, a service booklet, and an international two-year guarantee card and accompanying booklet.
The guarantee card is given at the time of sale and confirms the watch is genuine and in proper working condition.
“Rolex advocates the durability of its products. Thanks to uncompromising quality standards, the brand produces watches with the longest possible lifespans. It therefore wishes to accompany the second life of its watches already circulating on the market, with a view to preserving, maintaining, and guaranteeing what already exists,” said Rolex.
The program initially will only be available in Bucherer boutiques in Switzerland, Austria, Germany, France, and the United Kingdom, starting this month.
In spring 2023, other official Rolex retailers can opt into the program. Non-authorized dealers and auction houses will not be able to participate in the program, Bloomberg reported.
Demand for used luxury watches is on the rise, and the new program will give Rolex a foothold in the growing pre-owned watch market.
Its watches are a hot commodity on the secondhand market, particularly in light of recent supply shortages, selling well above sticker price.
In McKinsey’s “State of Fashion, Jewellery, and Watches” report, the research firm said it expects sales of secondhand fine watches to reach $30 billion by 2025, making it one of the fastest-growing segments in the luxury industry.
For more information on the Rolex Certified Pre-Owned program, visit the Rolex website.
Editors' Picks
Sponsored by
More on Watches
The Latest
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
