Next time you’re buying a pre-owned Rolex watch, keep a lookout for the watchmaker’s official stamp of authenticity.
Rolex announced on Thursday (Dec 1) a new Certified Pre-Owned program, which will issue certificates of authenticity to pre-owned Rolex watches sold by an official retailer displaying the special Rolex Certified Pre-Owned plaque. The certification “guarantees that these watches benefit from the quality criteria inherent to all Rolex products and from the full know-how and professionalism of the brand’s worldwide network of experts”, the watchmaker said on its website.
The program begins this month in Europe at Bucherer boutiques in Switzerland, Austria, Germany, France, Denmark, and the UK, before expanding to other official Rolex retailers who wish to be a part of the program in 2023. It will authenticate second-hand Rolex watches that are at least three years old.
Authorized dealers will have to display a Rolex Certified Pre-Owned plaque. Each watch will also come with a Rolex wax seal tag.
The move will give Rolex more control over its timepieces in the secondhand market. At present, Rolex watches dominate secondhand sales in the luxury pre-owned market.
“Rolex watches – new or second-hand – should only be bought from Official Rolex Retailers, who are authorized to sell and care for Rolex watches,” the company said in a statement. “Thanks to their skills and technical expertise, the retailers ensure the continued smooth functioning of each timepiece over the years. Only the official Rolex network is able to provide these guarantees.”