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
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
ColumnistsNov 10, 2026
Who Checks the Facts When AI Writes Your Jewelry Copy?An incorrect AI-generated ad or product description can cost your store valuable consumer trust.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
