Beautiful Virgin Islands

Sunday, Jul 06, 2025

Rolex is starting to sell officially certified used watches

Rolex is starting to sell officially certified used watches

Rolex officially launched a program for certified pre-owned watches in December as second-hand luxury watches continue to drop in price.
Rolex, the iconic retailer of luxury watches, is making its first foray into the second-hand market. 

Last week, the Swiss company launched a "Certified Pre-owned Programme" for watches that are at least three years old. High-flying customers can now purchase a second-hand Rolex through Bucherer, the brand's official retailer, in six European countries, according to a company press release. 

Rolex has historically certified its products with a guarantee card and green seal. Now, certified pre-owned watches will be minted with the brand's official insignia as well. 

New watches usually receive a five-year warranty, but certified pre-owned ones will only receive a two-year warranty, according to a Rolex press release. 

Rolex's decision comes at a volatile time for the second-hand luxury watch market as prices for iconic timepieces have come crashing down. The price of the Rolex Daytona — one of the brand's flashiest models — has dropped from a peak of $48,500 in mid-March to around $30,151, according to watch price tracker WatchCharts. 

Prices for models from brands like Audemars Piguet and Patek Philippe have been steadily declining as well. 

The drop in prices comes amid a recent surge in supply. According to a report by Morgan Stanley reviewed by Bloomberg in October, analysts noticed a "dramatic" increase in the supply of second-hand watches. Morgan Stanley told Bloomberg the surge was likely due to watch dealers and individual watch dealers "off loading their stocks."

Rolex might be stepping into the second-hand arena as a way to mitigate the declining prices and keep control over the market. 

"The new programme makes it possible to purchase pre-owned watches that the brand itself has certified and guaranteed. Its aim is to bring added value to the existing supply of pre-owned Rolex watches. Because when these watches change hands, their authenticity must be attestable at the time of resale by the Official Retailers," Rolex noted in the press release. 

Just months ago, Rolex watches were actually in short supply. Prices had surged through the roof. 

Over the course of 2021, the average price for a Rolex Daytona — one of the brand's most prized models— shot up by 34%, according to Insider. 

Some customers — with money to spend and nowhere to go amid the pandemic — began directing their funds to second-hand watches through lively online auctions. Others likely saw them as a more stable asset class that would retain value amidst shakier investments in stocks and crypto.

Still others, who had made money off their investments in crypto, wanted to put their newfound wealth toward luxury timepieces in what Bloomberg called the "bling boom."

All of that contributed to a hot market for second-hand luxury watches. A report from McKinsey in June 2021 predicted that the market would swell from $20 billion in 2021 to $29 billion in 2025. 

While prices for second-hand luxury watches have dropped considerably over the past few months, they haven't completely wiped out their pandemic gains. Prices for Rolex watches are still up 21% since January 2021, according to Bloomberg's review of Morgan Stanley's report.

Gear Patrol noted that other pre-owned watch dealers may need to drop their prices even lower to compete with Rolex which might "bring the Rolex price bubble back down to earth."

Rolex did not immediately respond to Insider's request for a comment.
Newsletter

Related Articles

Beautiful Virgin Islands
0:00
0:00
Close
Elon Musk Founds a Party Following a Poll on X: "You Wanted It – You Got It!"
London Stock Exchange Faces Historic Low in Initial Public Offerings
A new online platform has emerged in the United Kingdom, specifically targeting Muslim men seeking virgin brides
Trump Celebrates Independence Day with B-2 Flyover and Signs Controversial Legislation
Boris Johnson Urges Conservatives to Ignore Farage
SNP Ordered to Update Single-Sex Space Guidance Within Days
Starmer Set to Reject Calls for Wealth Taxes
Stolen Century-Old Rolls-Royce Recovered After Hotel Theft
Macron Presses Starmer to Recognise Palestinian State
Labour Delayed Palestine Action Ban Over Riot Concerns
Swinney’s Tax Comments ‘Offensive to Scots’, Say Tories
High Street Retailers to Enforce Bans on Serial Shoplifters
Music Banned by Henry VIII to Be Performed After 500 Years
Steve Coogan Says Working Class Is Being ‘Ethnically Cleansed’
Home Office Admits Uncertainty Over Visa Overstayer Numbers
JD Vance Questions Mandelson Over Reform Party’s Rising Popularity
Macron to Receive Windsor Carriage Ride in Royal Gesture
Labour Accused of ‘Hammering’ Scots During First Year in Power
BBC Head of Music Stood Down Amid Bob Vylan Controversy
Corbyn Eyes Hard-Left Challenge to Starmer’s Leadership
London Tube Trains Suspended After Major Fire Erupts Nearby
Richard Kemp: I Felt Safer in Israel Under Attack Than in the UK
Cyclist Says Police Cited Human Rights Act for Riding No-Handed
China’s Central Bank Consults European Peers on Low-Rate Strategies
AI Raises Alarms Over Long-Term Job Security
Saudi Arabia Maintains Ties with Iran Despite Israel Conflict
Musk Battles to Protect Tesla Amid Trump Policy Threats
Air France-KLM Acquires Majority Stake in Scandinavian Airlines
UK Educators Sound Alarm on Declining Child Literacy
Shein Fined €40 Million in France Over Misleading Discounts
Brazil’s Lula Visits Kirchner During Argentina House Arrest
Trump Scores Legislative Win as House Passes Tax Reform Bill
Keir Starmer Faces Criticism After Rocky First Year in Power
DJI Launches Heavy-Duty Coaxial Quadcopter with 80 kg Lift Capacity
U.S. Senate Approves Major Legislation Dubbed the 'Big Beautiful Bill'
Largest Healthcare Fraud Takedown in U.S. History Announced by DOJ
Poland Implements Border Checks Amid Growing Migration Tensions
Political Dispute Escalates Between Trump and Musk
Emirates Airline Expands Market Share with New $20 Million Campaign
Amazon Reaches Milestone with Deployment of One Millionth Robot
US Senate Votes to Remove AI Regulation Moratorium from Domestic Policy Bill
Yulia Putintseva Calls for Spectator Ejection at Wimbledon Over Safety Concerns
Jury Deliberations in Diddy Trial Yield Partial Verdict in Serious Criminal Charges
House Oversight Committee Subpoenas Former Jill Biden Aide Amid Investigation into Alleged Concealment of President Biden's Cognitive Health
King Charles Plans Significant Role for Prince Harry in Coronation
Two Chinese Nationals Arrested for Espionage Activities Against U.S. Navy
Amazon Reaches Major Automation Milestone with Over One Million Robots
Extreme Heat Wave Sweeps Across Europe, Hitting Record Temperatures
Meta Announces Formation of Ambitious AI Unit, Meta Superintelligence Labs
Robots Compete in Football Tournament in China Amid Injuries
×