Rolex has extended its Certified Pre-Owned (CPO) program to two additional U.K. retailers, Watches of Switzerland and Mappin & Webb, reinforcing its commitment to the secondary luxury watch market. The expansion, confirmed by Rolex executives this week, follows the program’s successful rollout in Europe and Asia over the past two years.
The CPO initiative, launched in late 2022, guarantees the authenticity, condition, and two-year warranty coverage for pre-owned Rolex models sold through authorized dealers. By partnering with established retailers, Rolex aims to combat counterfeit sales while offering collectors a trusted sourcing channel.
Industry analysts note the move aligns with growing demand for vintage and discontinued Rolex watches, which often appreciate in value. “This expansion signals Rolex’s strategy to control the pre-owned market rather than cede it to third-party platforms,” said luxury retail expert Eleanor Hartwell.
Both Watches of Switzerland and Mappin & Webb will begin offering CPO inventory this month, with selections expected to include sought-after models like the Submariner, Daytona, and GMT-Master II. Prices will reflect market trends, with premiums for rare references.
Rolex has not disclosed further expansion plans but hinted at “additional partnerships” in key markets later this year.
