Rolex Begins U.S. Rollout of Certified Pre-Owned Program

Tourneau/Bucherer is now selling certified pre-owned Rolexes in its stores and online, with Watches of Switzerland to follow this summer.

Michelle Graff michelle.graff@nationaljeweler.com

After launching in Europe in late 2022, Rolex’s Certified Pre-Owned program has come to the United States. Pictured here is a Rolex GMT Master with the tag that comes with each certified secondhand Rolex sold. (Image courtesy of Tourneau/Bucherer)

New York—The watch brand widely regarded as the most popular in the world has launched its new Certified Pre-Owned program in the United States.

Rolex announced the official U.S. rollout of the program last week, starting with the same retailer that piloted the program in Europe, Bucherer (known as Tourneau/Bucherer in the U.S.).

Tourneau/Bucherer, which has more than 35 retail locations in America, said it is selling certified pre-owned Rolex watches in select stores across the country, including its TimeMachine flagship store at 57th Street and Madison Avenue in New York.

The watches also are available on the retailer’s website.

Rolex first announced it would begin certifying pre-owned watches and allowing its authorized retailers to sell them in late 2022.

Watches must be at least three years old to be certified and circulated back into the market, with individual retailers—not Rolex—setting the prices on the secondhand market.

As of Tuesday afternoon, the used Rolex watches available on the Tourneau/Bucherer website ranged in price from $4,000 for circa 2002 stainless steel 26 mm Rolex Date with a pink dial to $88,000 for a Day-Day 40 in platinum with a blue dial, circa 2015.

The oldest watch available on the site was a Rolex Submariner from 1985.

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Following this month’s launch at Bucherer/Tourneau in the U.S., Rolex certified pre-owned watches will be available at Watches of Switzerland this summer.

Rolex said the program will continue to expand to other Official Rolex Jewelers in the future.

A company spokesperson did not provide an exact timeline for the wider rollout but said it is “now available for all jewelers to consider and evaluate for their own participation.”

The program is limited to Official Rolex Jewelers. Retailers interested in joining the program should discuss it with their Rolex sales manager, the spokesperson said.

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Watches of Switzerland is not releasing information on a launch date or specific number of stores for the Rolex pre-owned rollout at this point, saying only, “The Watches of Switzerland Group has a proven record of in-house expertise and performance within the vintage and pre-owned categories fortified by the acquisition of Analog Shift in 2020.

“Watches of Switzerland looks forward to continuing to provide best-in-class services to its valued clients inclusive of the newly introduced Rolex certified pre-owned initiative.”

Retail partners participating in the program will receive a Rolex Certified Pre-Owned plaque to display in their stores and will be able to provide a new two-year international guarantee with each watch sold. The guarantee card serves as an official certificate of authenticity.

Each certified pre-owned Rolex also comes with a seal attached.

“We are pleased to provide clients the opportunity to experience the innovation and excellence of the Rolex brand through the Certified Pre-Owned program, allowing us to showcase the uncompromising quality and durability our watches are known for,” Rolex Watch U.S.A. President and CEO Luca Bernasconi said.

“We attest to the extensive lifespan of our timepieces and that they are crafted to be passed on from generation to generation.”