Rolex’s newly opened flagship boutique on London’s Bond Street, operated by Watches of Switzerland Group, features an entire floor dedicated to Certified Pre-Owned (CPO) watches. Alongside popular steel Daytonas and GMT models, the collection includes exceptionally rare pieces typically found only at high-end auctions—without the hefty buyer’s premiums.
These exclusive watches, though available for purchase, are frequently refreshed, offering collectors a rare chance to see and try on historically significant Rolex models. The CPO section is further enhanced by an exhibition space in the showroom’s basement.
Among the standout pieces currently on display is one of only 300 Rolex Submariner Ref. 16800 COMEX watches, a highly sought-after diver’s watch. Also featured is a Rolex Explorer Ref. 1016/0, originally commissioned for the Navy, Army, and Air Force Institutes (NAAFI) in 1968.
The selection also includes modern limited editions, such as a white gold GMT Master II with a meteorite dial and “Pepsi” bezel, as well as a platinum Daytona with an ice-white dial, released in 2020 to mark the model’s 50th anniversary.
Before being offered for sale, every CPO Rolex undergoes rigorous authentication, servicing, and careful restoration—either to preserve its vintage character or refurbish it to near-original condition. Each watch comes with a two-year international warranty, available exclusively through Official Rolex Jewelers.
This meticulous process ensures that each timepiece returns to the market in optimal condition, justifying their premium pricing—typically 25% to 30% higher than those in the unregulated secondary market. Watches of Switzerland is one of the few authorized retailers permitted to sell Rolex CPO watches both online and in-store.
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