Rolex Certified Pre-Owned generates $600 million in sales
Rolex's Certified Pre-Owned (CPO) program achieved impressive sales of $594 million in 2025, making up over 10% of the brand's total secondary market transactions valued at $5.8 billion. The program, which began in partnership with Bucherer and expanded to include several retailers, has grown significantly over its four years of operation. By the end of 2025, approximately 107 retail locations offered around 7,500 certified pre-owned watches, indicating a robust demand for authenticated luxury timepieces. The CPO initiative aims not only to enhance the brand's desirability but also to build consumer trust by providing a manufacturer-backed guarantee for pre-owned watches. Rolex has adjusted its authentication and refurbishment processes to improve turnaround times for retailers, enabling them to buy and sell watches as young as two years old. With Rolex commanding nearly one-third of the luxury watch secondary market, the company is positioned to capitalize on the growing demand for pre-owned luxury items while ensuring customers feel secure in their purchases.
