Rolex Adjusts Certified Pre-Owned Programme Criteria

Rolex, Switzerland’s largest watch brand by sales volume, has revised the eligibility requirements for its Certified Pre-Owned (CPO) programme. Until now, only pre-owned Rolex watches that were at least three years old could be sold through the scheme. From May 2025, authorised dealers can offer models that are two years old, provided they meet the programme’s certification standards.

Programme Overview

The Rolex Certified Pre-Owned programme was launched in December 2022. It allows authorised dealers to sell second-hand Rolex watches that have been officially certified as genuine and are sold with a two-year service guarantee. Buyers pay an additional premium for watches sold through the CPO scheme in exchange for this certification and warranty coverage.

Pricing and Market Data

In the second quarter of 2025, the average price premium for watches sold through the Rolex CPO programme was about 30 per cent compared with similar models sold by non-participating dealers. Leading participants in the programme include Bucherer and Tourneau, both owned by Rolex.

According to WatchCharts, there are currently around 8,500 pre-owned Rolex watches available through the CPO programme worldwide. These are sold by 116 retailers across 227 points of sale. Total sales in the second quarter of 2025 reached USD 120 million. Price premiums vary between participating dealers, ranging from 16 per cent at 1916 Company to 42 per cent at Bucherer.

Rolex states that authorised dealers are free to set their own prices within the CPO framework and that the company does not control pricing mechanisms.