Following last week’s announcement that Rolex intends to acquire luxury watch retailer Bucherer, speculation arose over whether the brand would scale back partnerships with other retailers. The uncertainty led to a notable drop in share prices for some, including Watches of Switzerland. However, Rolex has now reinforced its commitment to existing partners by expanding its Certified Pre-Owned Programme to the retailer’s UK stores.
Launched in 2024, the programme ensures that every pre-owned Rolex watch undergoes servicing by the brand and comes with a renewed warranty, offering buyers greater confidence in authenticity and condition. Watches of Switzerland, along with Goldsmiths and Mappin & Webb, will now offer these certified timepieces both online and in-store.
Strengthening Retailer Relationships
Watches of Switzerland CEO Brian Duffy stated, “We are proud to continue our close collaboration with Rolex and to bring Certified Pre-Owned timepieces to the UK, following their successful reception in the US. Our clients can expect a wide selection in our showrooms and online, backed by our expertise and commitment to excellence.”
Implications for Consumers
For buyers, the programme provides assurance of quality and authenticity, though it may come at a premium. In markets where the initiative has already launched, certified watches have commanded prices up to £10,000 higher than non-certified equivalents.
Despite initial concerns, the expansion confirms that Rolex remains committed to its retail network, ensuring customers can still purchase its watches through multiple authorized dealers.
