Rolex Certified‑Pre‑Owned Watches Surpass New Models on Gray Market
The secondary market for watches saw a strong performance in the first half of 2026, reaching $10.5 billion, a 37.2 % increase from the same period in 2025. Rolex contributed $4.3 billion of that total, with $385 million generated by certified pre‑owned (CPO) sales—a 101 % rise—while sales of new and used watches through unofficial channels accounted for $3.9 billion. CPO watches now represent 11.1 % of all Rolex secondary‑market value and have overtaken gray‑market sales of new and unworn Rolex pieces, which fell 25 % year‑on‑year to $335 million. Average transaction values also shifted, with any Rolex on the secondary market averaging $13,300, while CPO pieces averaged $16,800 compared to $19,200 for brand‑new watches on the gray market. Despite being 22.6 % more expensive than unregulated market equivalents, CPO premiums are about half of what they were during the first year of the program. Retailers such as The 1916 Company lead with a modest 15 % premium, whereas others like Watches of Switzerland and Bucherer apply higher premiums ranging from 20 % to 30 %. The rapid growth and pricing dynamics suggest that Rolex CPO is setting a new standard for the luxury watch secondary market.
Buying Time Analysis: The story highlights a pivotal shift in the luxury watch market, where certified pre‑owned Rolexes now outsell new models on the gray market, signaling growing consumer preference for value and liquidity and reshaping pricing dynamics across the secondary market.
