Rolex’s certified pre-owned watch initiative, launched in late 2022 to expand its luxury market reach, has encountered significant headwinds after an initially promising rollout.
Expansion Meets Resistance
The program debuted with 25 authorized dealers in early 2023, growing to 107 partners within a year. However, recent data reveals stagnation: three dealers have exited the scheme, with industry sources indicating others are reconsidering participation.
Inventory figures from January to April 2025 show just 7,500 certified pre-owned watches available globally across 104 retailers—a figure unchanged from the same period in 2024. Analysts attribute the slowdown primarily to pricing disparities.
Certification Costs Drive Market Disconnect
Dealers face prolonged authentication timelines, often spanning months, alongside a mandatory $1,000 per-watch fee for servicing and certification. These overheads have forced retailers to inflate prices; Morgan Stanley research indicates Rolex-authorized pre-owned watches command a 30.2% premium over equivalent secondary market listings.
“While the program guarantees authenticity, the cost structure undermines competitiveness,” noted a Geneva-based luxury analyst. “Collectors increasingly bypass certified channels for private sales.”
