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.
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
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
SurveysSep 26, 2025
Online Shopping, Influencers to Drive Holiday Spending, Mastercard SaysHoliday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
