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
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
