Rolex Rolls Out Certified Pre-Owned Program In The U.S., Beginning With Bucherer, Watches Of Switzerland

Rolex is bringing its Certified Pre-Owned program to the U.S, after first rolling it out last year at select Bucherer boutiques in Europe, and eventually expanding to others. The program is a new service by Rolex that will involve authenticating and guaranteeing pre-owned watches to be sold from its existing network of official retailers. As in Europe, the certified watches will be guaranteed according to Rolex’s exacting quality criteria – the same one that applies to new products – and each one will carry a two-year international guarantee, valid from its date of resale in the Rolex network. The program will authenticate second-hand Rolex watches that are least three years old.

In the U.S., the CPO program will also start with select Tourneau/Bucherer stores, followed by Watches of Switzerland, and will then continue to expand to other official Rolex jewelers in the future. Select retail partners will identify themselves by displaying a Rolex Certified Pre-Owned plaque, and will offer each watch for sale with a new two-year international guarantee. The watches will have a “Rolex Certified Pre-Owned” seal attached to them, which guarantees their proper functioning. The seal also serves as an official certificate of authenticity.

“Given that Rolex watches are built to last, they often live several lives, changing hands over the years. This new program, therefore, attests to the authenticity of these pre-owned Rolex watches at the time of resale by the Official Rolex Jewelers,” says a statement from the company. “It provides the assurance of buying certified Rolex products and enables the end customer to benefit from the full know-how and professionalism of the brand’s worldwide network of experts.” Rolex’s CPO program may be the only way to obtain a Rolex at all for some, but buying one through a Rolex authorized dealer presents a new opportunity to build a relationship with that dealer, improving the chances of purchasing a new model in the future.