Rolex Certified Pre‑Owned Poised to Reach $1 Billion in Sales
The Rolex Certified Pre‑Owned programme has delivered its strongest quarter since launch, generating an estimated $229 million in sales for Q3 2026, a 61 % increase over the same period last year and a 30 % rise from the previous quarter. Approximately 10,300 certified Rolex watches were sold, pushing nine‑month sales to around $550 million, already surpassing the full‑year forecast for 2025. If the fourth quarter matches Q3 performance, the programme could end 2026 with sales near $780 million and be on track to exceed $1 billion in 2027, positioning it among the top global luxury watch brands. The network of certified retailers has expanded to 167 worldwide, with a modest 10 % rise in listed watches and a median asking price of about $18,000. Premiums on CPO watches have narrowed to roughly 23 % over non‑CPO secondary market prices, varying by model, while overall market price growth slowed to 0.5 % in Q3. Despite these shifts, the programme continues to grow strongly, driven by genuine retail demand and expanding participation from major dealers such as Bucherer, Tourneau, and new entrants like Harrods and Prestons Jewellers.
Buying Time Analysis: The story highlights Rolex’s Certified Pre‑Owned programme achieving record sales and rapid growth, signaling a major shift in the luxury watch market toward certified second‑hand sales and positioning the brand among the top global watch manufacturers.
