Rolex Certified Pre‑Owned Premiums Decline at Bucherer
The premium on Rolex Certified Pre‑Owned (CPO) watches has narrowed, with the gap between authorized retailers and the broader secondary market decreasing from almost 40% to around 30% according to the latest Morgan Stanley and WatchCharts data. The median global CPO premium sits at about 30.2%, while the median premium over the wider secondary market is roughly 22.6% in early July. Among retailers, The 1916 Company offers the most competitive pricing with a premium near 18.7%, whereas Watches of Switzerland in the UK remains the most expensive at about 38.8%. The share of inventory held by the three dominant partners—Bucherer, Watches of Switzerland Group, and The 1916 Company—has fallen from 63% to 48% as the number of “other” retailers grew from 101 to 154. New retailer additions have slowed, with only 13 new partners joining in 2026, three of them in the latest quarter. Overall sales performance remains strong, with median six‑month revenue from RCPO increasing from $578,000 in the first half of 2025 to $899,000 in the same period of 2026.
Buying Time Analysis: The story highlights a significant narrowing of Rolex Certified Pre‑Owned premiums, indicating a maturing resale market and shifting competitive dynamics among authorized retailers, which impacts pricing strategies and investment considerations for both sellers and buyers.
