WatchesApr 04, 2023
Here’s Everything New Rolex Has to Offer in 2023WatchesMay 10, 2023
Rolex Begins U.S. Rollout of Certified Pre-Owned Program
Tourneau/Bucherer is now selling certified pre-owned Rolexes in its stores and online, with Watches of Switzerland to follow this summer.
After launching in Europe in late 2022, Rolex’s Certified Pre-Owned program has come to the United States. Pictured here is a Rolex GMT Master with the tag that comes with each certified secondhand Rolex sold. (Image courtesy of Tourneau/Bucherer)
New York—The watch brand widely regarded as the most popular in the world has launched its new Certified Pre-Owned program in the United States.
Rolex announced the official U.S. rollout of the program last week, starting with the same retailer that piloted the program in Europe, Bucherer (known as Tourneau/Bucherer in the U.S.).
Tourneau/Bucherer, which has more than 35 retail locations in America, said it is selling certified pre-owned Rolex watches in select stores across the country, including its TimeMachine flagship store at 57th Street and Madison Avenue in New York.
The watches also are available on the retailer’s website.
Rolex first announced it would begin certifying pre-owned watches and allowing its authorized retailers to sell them in late 2022.
Watches must be at least three years old to be certified and circulated back into the market, with individual retailers—not Rolex—setting the prices on the secondhand market.
As of Tuesday afternoon, the used Rolex watches available on the Tourneau/Bucherer website ranged in price from $4,000 for circa 2002 stainless steel 26 mm Rolex Date with a pink dial to $88,000 for a Day-Day 40 in platinum with a blue dial, circa 2015.
The oldest watch available on the site was a Rolex Submariner from 1985.
Related stories will be right here …
Rolex announced the official U.S. rollout of the program last week, starting with the same retailer that piloted the program in Europe, Bucherer (known as Tourneau/Bucherer in the U.S.).
Tourneau/Bucherer, which has more than 35 retail locations in America, said it is selling certified pre-owned Rolex watches in select stores across the country, including its TimeMachine flagship store at 57th Street and Madison Avenue in New York.
The watches also are available on the retailer’s website.
Rolex first announced it would begin certifying pre-owned watches and allowing its authorized retailers to sell them in late 2022.
Watches must be at least three years old to be certified and circulated back into the market, with individual retailers—not Rolex—setting the prices on the secondhand market.
As of Tuesday afternoon, the used Rolex watches available on the Tourneau/Bucherer website ranged in price from $4,000 for circa 2002 stainless steel 26 mm Rolex Date with a pink dial to $88,000 for a Day-Day 40 in platinum with a blue dial, circa 2015.
The oldest watch available on the site was a Rolex Submariner from 1985.
Following this month’s launch at Bucherer/Tourneau in the U.S., Rolex certified pre-owned watches will be available at Watches of Switzerland this summer.
Rolex said the program will continue to expand to other Official Rolex Jewelers in the future.
A company spokesperson did not provide an exact timeline for the wider rollout but said it is “now available for all jewelers to consider and evaluate for their own participation.”
The program is limited to Official Rolex Jewelers. Retailers interested in joining the program should discuss it with their Rolex sales manager, the spokesperson said.
Editors' Picks
Sponsored by
Watches of Switzerland is not releasing information on a launch date or specific number of stores for the Rolex pre-owned rollout at this point, saying only, “The Watches of Switzerland Group has a proven record of in-house expertise and performance within the vintage and pre-owned categories fortified by the acquisition of Analog Shift in 2020.
“Watches of Switzerland looks forward to continuing to provide best-in-class services to its valued clients inclusive of the newly introduced Rolex certified pre-owned initiative.”
Retail partners participating in the program will receive a Rolex Certified Pre-Owned plaque to display in their stores and will be able to provide a new two-year international guarantee with each watch sold. The guarantee card serves as an official certificate of authenticity.
Each certified pre-owned Rolex also comes with a seal attached.
“We are pleased to provide clients the opportunity to experience the innovation and excellence of the Rolex brand through the Certified Pre-Owned program, allowing us to showcase the uncompromising quality and durability our watches are known for,” Rolex Watch U.S.A. President and CEO Luca Bernasconi said.
“We attest to the extensive lifespan of our timepieces and that they are crafted to be passed on from generation to generation.”
More on Watches
The Latest
Events & AwardsJun 05, 2023
HardRock Summit Organizers Gear Up for Third Annual ShowMore than 250 gem, jewelry, and mineral companies are expected to exhibit, including the American Gem Trade Association.
TrendsJun 02, 2023
Take a Peek at Couture’s Newest Design Talents This year’s Design Atelier is full of gems.
CollectionsJun 02, 2023
Piece of the Week: Saboo Fine Jewels’ Emerald EarringsThey’re a testament to the power of excellent design.
Brought to you by
The Next Step for GIA Diamond ReportsThe most trusted diamond report, available in print or the GIA App.
IndependentsJun 02, 2023
These Are the 2023 Retailer Hall of Fame InducteesThis year’s honorees include one of Florida’s largest independent jewelers and two multi-store independents in the Chicago and New York areas.
Weekly QuizJun 02, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
TrendsJun 01, 2023
See 50+ Jewels Debuting at Couture in Las VegasThe industry’s most influential contemporary designers are showcasing their latest jewelry designs.
Lab-GrownJun 01, 2023
35-Carat Lab-Grown Diamond Going on Display in VegasCreated by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin DeterminationNavigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
MajorsJun 01, 2023
Bottom Line Marketing Announces Restructured Leadership, New Service OfferingsThe marketing agency has integrated its first C-suite.
Events & AwardsJun 01, 2023
Meet JCK’s 2023 Keynote SpeakerThe jewelry trade show also will debut educational content centered around social media.
TrendsMay 31, 2023
Here’s a Sneak Peek of New Jewelry to Check Out at JCKLuxury kicks off today, with the full show in swing on Friday.
CollectionsMay 31, 2023
Verragio’s Debut Fine Jewelry Collections Honor Company HeritageOne of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.
MajorsMay 31, 2023
Signet Jewelers Names New Head of Investor RelationsRob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.
MajorsMay 31, 2023
Jewelers Mutual Launches App for Retailers, Introduces New BrokerageWith the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.
Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in BrooklynIt is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.
Events & AwardsMay 30, 2023
These Are the Can’t-Miss JCK Talks Education SessionsFrom consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.
AuctionsMay 30, 2023
Sotheby’s to Auction Mellon Family JewelrySignature pieces from Cartier and David Webb will appear in the June jewelry auction.
Events & AwardsMay 30, 2023
24 Karat Club of Southern California Recognizes 3 HonoreesThey will be celebrated at the annual dinner dance and gala in the fall.
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond GradingGemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2Supplier Spotlight Sponsored by IGI
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough CompsThe company has plans to revamp the Movado brand and offer less expensive watches this year.
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond NecklaceSet with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023Sponsored by Noam Carver
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity NowAs cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and ExpandingThe Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.
