Rolex enters the second-hand market

While the market for second-hand luxury watches is flourishing, the famous Swiss brand has just got in on the act, by certifying its second-hand watches.

The Swiss watch brand Rolex is entering the second-hand market. For some time now, the rarity of the brand’s timepieces has led to an explosion in demand for second-hand watches. But how can you be sure of the authenticity of the watch you are buying? In order to secure its watchmaking heritage and reassure its customers, the brand has announced the creation of its internal programme called Rolex Certified Pre-Owned (RCPO), a system for the resale of certified pre-owned watches. It will be accessible only through the brand’s official distribution network.

The resale market for luxury watches is worth 20 million euros, with collectors often falling back on second-hand watches because they are unable to buy a new watch in a shop.

“This is the beginning of a new era. It is the logical continuation of a second-hand market that has exploded over the last ten years, not to mention the reign of digital technology, which is now pushing brands into the CPO (Certified Pre-Owned) field. We should not be hysterical about this announcement, but rather take an interest in the whole organisation of this new way of buying a collector’s watch, especially at Rolex, and the customer experience that will go with it,” explains watch expert Geoffroy Ader.

Rolex’s offer will be rolled out initially, from December 2022, in Europe at the retailer Bucherer‘s points of sale in six countries (Switzerland, Austria, Germany, France, Denmark and the United Kingdom). Then, in spring 2023, other authorised retailers of the brand will be able to join the programme.

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Featured photo : © Rolex

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Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.