Rolex CPO partners compete with unregulated market
Rolex's Certified Pre-Owned (CPO) program is adapting to better compete with the unregulated grey market. Initially, watches had to be at least three years old to qualify for resale with official tags and a manufacturer-backed warranty; this requirement has since been reduced to two years. Additionally, Rolex has shifted much of the servicing and restoration work to authorized dealers, allowing them to expedite processes and reduce costs, which previously hindered their competitiveness against unofficial traders. The premium charged by CPO dealers can reach up to 40% more than unofficial market prices, reflecting the rigorous process Rolex employs, which has garnered customer acceptance. As the CPO program matures, it is anticipated to account for about 10% of the total global value of pre-owned Rolex sales in 2025. The market's growth prospects are further highlighted by notable events such as the auction of a Rolex Daytona, which will be the first sold under the CPO scheme, potentially influencing market perceptions and encouraging more dealers to invest in high-end pieces.
