For vintage lovers, the secondary market is a key pillar of the watch ecosystem. In this context, the launch of the
The Rolex Certified Pre-Owned program
Until a few years ago, an enthusiast wishing to acquire a “difficult” Rolex (such as a steel Daytona, a GMT-Master II “Pepsi,” or a rare vintage reference) had to rely on the secondary market or the second-hand channel through specialized dealers. With the Rolex CPO, the crowned Maison introduces a third way: buying “used” within the official network, with the brand’s guarantee.
The Rolex Certified Pre-Owned program was initially introduced in Europe in 2022, through a few Bucherer stores, and has since been progressively expanded to other countries and new authorized retailers. Notably, in the United States Rolex officially launched the program through Tourneau | Bucherer, with further roll-outs planned at Watches of Switzerland and other authorized partners.
At the heart of the concept is authentication and “revitalization”: every preowned watch that aspires to enter the program must return to Rolex labs, be completely disassembled, every component checked, any worn components replaced with genuine parts, and the movement rigorously tested.
The target of the program is for the timepiece to “run like new”-each CPO undergoes the same standard chronometry, endurance, and water resistance checks reserved for new models (with exceptions for older pieces, in cases where full restoration to original specifications is not possible).
A distinctive element is the new two-year international warranty (from the date of sale in the CPO program). Along with the warranty, each watch comes with a “Certified Pre-Owned” seal, a dedicated card, and an official box, elements that certify official brand treatment.
The Maison also imposes a minimum requirement, i.e., the specimens must be at least two years old to be eligible for the program. Finally, the deployment of sales (including online, through authorized retailer catalogs) takes place in dedicated spaces within official stores, ensuring the “buying experience” similar to that of a new watch.
For many collectors, the emergence of the Rolex CPO represents a step forward in market transparency. The ability to buy a used Rolex directly from an authorized dealer eliminates much of the uncertainty associated with fakes or unofficial modifications. It is a form of “certified peace of mind” that has real value.
However, not all models, nor all markets, offer the same variety of choices: the Rolex CPO program is, for now, restricted to a limited number of authorized dealers, which narrows the supply compared to the vastness of the global secondary market.
The most sought-after models in the Certified Pre-Owned program.
One of the most iconic is the GMT-Master II in steel and Everose gold (or more commonly called Rootbeer), a sleek version of the legendary travel watch, available at some Rolex CPO boutiques for around $25,000 USD. The contrast between the steel and the warm tone of rose gold offers the perfect balance between sportiness and sophistication, and the official certification amplifies its perceived value.
More classic but still relevant, the Datejust 36 remains a mainstay of the Rolex catalog and an ideal entry point into the Certified Pre-Owned world. It is a watch that transcends fashions, chosen as much by seasoned collectors as by those seeking their first “important” watch with the assurance of impeccable pedigree.
How can we not mention the Day-Date “Stella,” with its vividly colored lacquered dials, which were produced in the 1970s and have become cult objects today. Some official retailers, such as Seddiqi in Dubai, have introduced vintage versions of Day-Dates with these iconic dials into the Rolex CPO program, offering enthusiasts the chance to purchase historic pieces with the brand’s official warranty.
Finally, the Submariner absolutely could not be missed: in modern versions with ceramic bezels, it is among the most popular models in the program. Although prices remain competitive on the secondary market, the Rolex CPO offering stands out for its impeccable condition and the security of an in-house Rolex overhaul, qualities that many buyers are willing to pay for.
The rarest models in the Certified Pre-Owned program.
Few references embody the Rolex myth like the Daytona. In the Rolex CPO world, the models stand out. “Zenith” ref. 16520 and the Daytona in platinum ref. 116506, symbols of mechanical perfection.
Special editions such as the Daytona “Le Mans” ref. 126529LN , made in white gold to celebrate the centenary of the famous race, are among the most desired pieces today-a balance of sportiness and legend.
If you then desire the colorful unicorn of Daytona watches, none better represents the fusion of goldsmithing and watchmaking than the Daytona Rainbow (ref. 116595RBOW and later).
The bezel studded with colorful sapphires, gemstone hour markers, and rose or yellow gold case make this watch a true work of art.
Produced in extremely limited quantities, each piece is hand-assembled and differs slightly in gem hue and cut. In the Certified Pre-Owned market, the Rainbow is one of the most coveted and rare pieces ever.
Then some Day-Dates with dials made of hard stones such as malachite, onyx, lapis lazuli or opal also peep out. Produced in very small quantities, these models represent the more artistic side of Rolex: each one is unique in veining and color. Created for an elite clientele, they are now coveted by collectors for their elegance and the rarity of the materials. Real gems!
Conclusions
With the Rolex CPO, the Maison makes a gesture that goes beyond simple second-hand certification: it redefines the life cycle of its watches. Every timepiece, from the moment of purchase to possible resale, can remain within the brand’s controlled universe. It is a strategy that speaks to sustainability, customer loyalty and quality control, but also to smart marketing: the perceived value of a Rolex watch becomes even more solid if the maison guarantees its integrity for decades.
The impact on the market, inevitably, is twofold. On the one hand, the presence of an official certified channel pushes part of the customer base toward the security of guaranteed purchase; on the other hand, higher prices keep the parallel market competitive, which will continue to attract those who favor the cheap bargain over the factory seal. The result is a more segmented ecosystem, but also a more transparent one.
Beyond the technical and commercial aspects, Certified Pre-Owned also introduces a deeper reflection on the very concept of contemporary luxury. In an age when sustainability and durability have become core values, the idea of buying a watch with a second life, reconditioned and guaranteed by the manufacturer, takes on an ethical significance.
It is no longer just about owning an exclusive object, but about participating in a philosophy of continuity and respect for what is meant to last. In this case we can say that the concept of “Perpetual” is fully realized.
It is a key piece in redefining the relationship between Maison and collectors. Where in the past second-hand represented a gray area, today it becomes a natural extension of luxury, certified and cared for with the same attention as new.
Through iconic models such as the GMT-Master II, the DateJust, the Day-Date, and the evergreen Submariner, Rolex is charting the course toward a future in which every timepiece, regardless of its age, will be able to continue to tell its story with the same authority as when it left the Geneva manufacture.
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