Rolex Announced Certified Pre-Owned - Why Did They Do It? And The Many Questions Yet To Be Answered 

Now Rolex can officially double dip in their own market, awesome

I live in Switzerland and I went to Bucherer last week because a friend of mine, who works in the Pre-Owned Department there, told me they just received about 100 watches directly from Rolex for the new program. And sure, they’re still being sold for regular market prices but he also told me that most of the watches they got from Rolex are literally showpieces (from Baselworld, Watches&Wonders,etc.) and old stock, so they’re mostly unworn or even untouched and come with brand new warranty cards.

It is a hornet’s nest. I don’t have a Rolex, I’d like to buy a particular model for my wife, I’ve been told by our AR I’ll need to wait approximately 4-5 years for this 10K watch. I can buy a used one on the secondary market for 12-13K, or unused for 15K. That’s life - and I choose not to play that game right now but… How would I feel if my AR said “you’ll have to wait years for this but, ahem! I do have a used one right here if you want to pay a 20% premium”. I’d be insulted, astonished and I’d go buy something else. It’s a tacky game of wealth signalling, one upmanship, and exploitation which I refuse to subscribe to.

They did it for the money. Additional revenue stream

AD's backdoor sibling flilping shops now moves legitmately to the shop front, brilliant.

Now you can be on the pre owned waiting list

Now Rolex can cash in on the secondary market as well. Outstanding move.

Thanks for sharing your insight about the Rolex CPO launch. Personally, I have bought several Rolex & Non-Rolex watches from Bucherer in the past. They have had a Non-Rolex CPO offer for many many years and they just wanted Rolex to give them a similar option to sell more watches. I think as far as Bucherer is concerned, they just wanted another official source of Rolex watches to sell. The most amazing thing I have found about Rolex is that since the CPO announcement, not a single one of their "officials" has been on any of the "watches" channels to explain the details of the programme.

Between the ages of 13 and 15, I saved every penny I could scrape together in order to buy a Rolex when my parents and I went to Jersey where I could buy a Rolex duty-free. I might just have been able to afford a lower priced model which I would treasure for every. I was obsessed because I had read everything there had been written about the philosophy behind the original concept, the struggle for excellence amongst mechanical watches, and the desire to produce something that was a perfect representation of the best that could be achieved. Rugged, accurate, an engineering triumph that was almost unique. My mother subscribed me to National Geographic. Every issue had Rolex adverts which showed watches being mistreated by steamrollers, athletes, explorers, etc. It all captured my imagination and gave me a lot of adolescent inspiration. In the end, we didn't actually go to Jersey and I didn't get my watch but many years later I did buy one which I gave to my son on his 18th birthday. A perfect piece of engineering that I hope he will eventually hand over to his own children. Rolex used to be a dream, a value. Now it's just about money and that makes me sad. You do a great job Teddy analysing the market for watches. But so much has been lost. The company itself seems to have lost its original values. I don't know who is running it now but I am sure that Hans Wilsdorf would not be a happy man if he could see it now.

Nice touch Teddy incorporating the 23 date video at the very moment you say 2023! That's some mighty fine attention to detail. Great video as always.

It will be interesting to see how the current price plunge affects the success or relevance of this program and the creativity of ADs in how to make products accessible. The sneaker collectors market is a fascinating comparison in this regard with raffles and such

I can only imagine, it's Rolex wanting a share of the pre owned market prices. I'll be intrigued as to where Rolex obtain these pre owned models, if they are buying them from the public, Rolex will have to give prices comparable to other grey market dealers, if they don't then the seller will go else where to get an higher price. The only way i see Rolex offering less and obtaining a pre owned is with the lure of the seller getting a more desirable model from that AD if they trade in their other model. My feeling is, it'll drive prices even higher.

Thanks for doing this - appreciated!

Always like to hear your insights

Oh great. Now ADs can price gouge along with scalpers and flippers. Can't wait.

Another great video, Teddy! Thanks for sharing! Cheers from Brazil!

You’re doing a great job Teddy!!

I think one of the primary reasons Rolex has established the CPO program is to give their AD's SOMETHING to sell. For too long I have walked into a Rolex AD to find the sales staff leaning against a display case with a bored look on his/her face. This is especially true of the Boutiques, where they have nothing but Rolex to sell.

Great video, Teddy, thank you. I see this benefiting Rolex, and the customer with deep pockets who want peace of mind that their purchace is 100% genuine. Could benefit the flipper if it ends up driving prices up. Everyone else? Nope.

Thx for doing this video Teddy.

It will definitely be interesting to see how this evolves in the next few months and years. I am hoping it has a positive impact on the market as I am unwilling to participate in AD games or exorbitant second hand prices. Too many other superior options are out there. That being said, it is remarkably clever of Rolex to be able to double dip their toes in the second hand market by providing (some unknown level of) service plus adding a tag. I do, however, applaud their reinstatement of the lost & found policy which hopefully detracts thefts. I like Rolex as a brand and remain hopeful that the relative Rolex market will be of equal value & quality.

Smart way for Rolex to adjust to the market price changes .

As always Rolex are primarily concerned about themselves and not their customers.

Heard a rumor that this will also allow ADs and gray market sellers to check on lost/stolen watches that people bring in for trade.

I bought a prx from you a few minutes ago and I’ve already got tracking info! That’s kick ass. Edit: my package arrived the next morning! I ordered at 2pm on the 14th and this morning(15th) a delivery attempt was made close to 10am. The UPS ppl never even try to deliver to apartments so I’ll have to lick it up in the morning from the ups site. That delivery time is simply unbelievable though. I have never had a package arrive so quickly before.

I am sticking to Seiko and Omega. Thanks for the video.

Great video Teddy, new subscriber and truly enjoy your content and love the Wolf watch box I just purchased of your site. I would consider a cop Rolex only with box and papers, curios as well to see how they will control pricing. I’ve been waiting for a White Roman 41 with jubilee bracelet and fluted bezel for over a year now, have to say just about frustrated with the wait. I am now looking to alternatives so wanted your thoughts on that, possibly a Grand Seiko, especially after the video you just posted from NYC. Any comments/suggestions on alternatives I should be looking at? Keep up the great work!

I think Rolex behind closed doors will deem new models as CPO and sell them for a much higher price than retail. This way they pocket 100%

It will help people start a relationship and allow the AD to assess true buyers for collections, if a customer walks in and pays over retail for a Daytona say.. they I’m sure will be rewarded with a jump up the wait list for that Sub or GMT in half the time. I can also imagine they could offer a better buyback option on that Pre owned

cool man you share your acknowledge about Rolex Certified Pre-Owned

Two years ago, I sent a vintage (1958) Datejust to the Rolex service center in Houston to be completely serviced. I was disappointed getting it back. Overall, a good job was done. However, a terrible job was done replacing the crown. The crown does not screw down enough to be flush against the case. Considering, it cost $2600 to have the work done, I expected better. This experience has turned me off from doing business with Rolex again. There are many timepieces to choose from that are as good or better than Rolex.

I'll just stay in my lane, got a nice Tudor GMT. Thanks for the video.

Rolex wants to control their 2nd hand pricing so that it will be more stable and not hurt their brand…prices will still be at a premium and increase slowly overtime.

It’s going to be like those stores that resell shoes. Yeah it’s there but buying from independent sellers will always be cheaper. Might be nice for trade ins tho

This corners the market for them. There is no question as to the authenticity this way. Customers will more likely buy CPO from ADs than buy in the open secondary market.

I've heard the watches are the display models sent back, refurbished and sent back to the AD. The first question asked when the AD gets a chance to buy the watch is, "What is the serial number" and they have access to the lost and stolen data base and will refuse to take it if it is. Also had an AD "allude" that they think that used market people will call them to see if the watch is on that list and use that as a purchase / no purchase guide from the one trying to sell to them. True, or just more Rolex uncertainty?

Hello Teddy. In your opinion, what will be more collectible in the future? The Palm Green dial or Slate Wimbeldon? Thank you!

This has a lot to do with the exhibition only models. They are going to take those well handled models refresh them and sell them under the new program.

It will prop up secondary prices. CPO models are already selling at a premium to other used watches. In addition, Rolex Service Centers are rejecting warranty claims on watches purchased in the secondary market, so that will be an additional benefit that might justify higher CPO prices.

I am also worried abiut the slow rollout and growing pains of this program versus the 3 year limit. Many models will be inelligible by thebtime the CPO becomes mainstay.

Rolex may want to get hold of many Rolex watches on the secondary market, add the CPO certification and increase their prices. Purposefully or not, it could be a way to increase the prices of their watches on the secondary market, which have been plummeting recently, and hence boost the demand for their watches.

I think it should be very similar to a vehicle certified pre owned program. For a watch to be eligible it has to be within a certain age (

Love the jacket, Teddy😎

Great video Teddy. Overall I think this is a good move by Rolex. There will be growing pains, but I see it morphing into a good way for Rolex to somewhat reel in the resell pricing of the

Pretty interesting, I talked to my local AD about their thoughts and they were already authenticating any watches they were selling anyway so the only real difference is the new hang tag

Hey teddy!!! Reaching out to you from Sydney Australia. I know you’ve done some great videos on the reverso. Any chance you can do a video on the new Jaeger-LeCoultre Reverso Tribute Duoface Calendar Q3918420

Rolex just announced that they build a new factory in Switzerland. Budgeted at 1 Billion, 2000 people will work there. My take is that with more production the 2nd market prices will drop. When they have thheir hands in the 2nd market they are more capable to influence prices.

Excellent video presentaton. Straight forward information, no annoying music over you talking. As a hobbyist watch repairer horologist for 20 years I have seen real Rolex watches in Pawn Shops but not as cheap as I would like. It was getting hard for me to know all the models and what to look for with regards to replica watches. I don't mean the $500 replicas, the $2,000 ones are hard to tell the difference. Same for the Pawn Shop owner who does not deal with replicas. This program will eliminate the guess work. Buy a certified watch from an AD and save a few $$$$$$ with a preowned over brand new. But I do have a fear of parts being withdrawn from the market to repair preowned. In house repairs and certified only. We see the battle for Rights To Repair in a lot of items from cell phones to farm equipment. Watches Like Rolex or Breitling or Omega etc could do the same to keep their watch prices stable through this coming recession. I might have a hard time finding watches and parts for them.

Good! All these high end manufacturers should do this

Anyway you can make a video on small details and finishes that the entry level watch enthusiast can start to appreciate more of just getting into the world of watches and not getting upset from seeing people around you with watches way more expensive then what you can afford and learn to value the pieces you have. I work in a hospital and see alot of higher end watches.

The CPO prices is way above the grey marked. Would rather buy a full set from a trusted second hand dealer. Then send it in for service and get the service document.

I am currently working with my AD on getting an Explorer 36- 124270, but would love to get my hands on a 39- 214270, (but the grey market prices are still double original retail). Right now, they cant give me any info on when I could get a watch, and the AD basically told me that it could be over a year....for an explorer. If Rolex gave me an opportunity to spend say 1500-2k more to get a discontinued, pre-owned 39mm from an AD, with the same warranty, QC, experience etc., I would jump at that. I think this will be a huge success for Rolex.

Rolex certified pre-owned inventory currently at Bucherer are much more expensive than what can be found through many grey market dealers.

All goes back to where will they source the watches and what price do they sell at? This will dictate viability of sellers in the secondary market!

I'm really only curious about what prices the AD"s will buy back the pre-owned watches from the customers are.

As Oisín O Malley said in his video, those are the Rolex on display models re-furbished.

I want to know how is this better for us, the consumers ? Not counting the hype-beasts and the people that want to put the watch in a safe for the "investment", how is this better for the ones that actually like the watches and are not flippers ?

I got my first rolex a year ago live in small city in Tennessee got a 126610LV from ad went in once a month chit chatted learned about watches tried them on enjoyed them, got my watch in 9 months. All about relationship and not being a flipper.

For the buyer is also a matter of trust. Trust on the product and on the seller

Since the secondary market for in demand models are selling at a much higher premium than the official authorized retail price, how is this going to look if a watch retails officially for $12,000 that is not available for sale, but the AD has the exact same CPO version for sale at $20,000? It's one thing for gray market dealers to sell at higher prices, but for the Rolex AD to partake in the pricing mark up is kind of screwed up....

Teddy, do you think this will lead AP and Patek to follow suit ? And, where are the select AD's going to get their pre owned supply ? BTW, when are you and Courtney going to tie the knot. Love your channel.

Hey Teddy. Hope you and yours are doing well. Just wanted to mention something. It would be cool you and TGV The Urban Gentry worked on some content together. You're both so well spoken and funny. Cheers

Bought and collected Rolex for 20 years! I only buy new from Tourneau-Bucherer or Wempe. And when it’s pre owned Bob’s watches all the way! 😊

Do you think the watches will be closer to retail prices or still subject to second market prices?

Great video and nice move on waiting out the “hysteria” of the move. So…how will an AD authenticate a watch for a trade? Seems like a process that would require either the AD to bring in a watch maker to authenticate or trust an outside process prior to sending to Rolex. Or will Rolex authenticate prior to approving a trade? Seems like a lot of extra work for an AD. Maybe? Or, will the watches sitting in the display case be the only watches that are used as preowned and trade-ins will be treated as is? I mean Tourneau takes pre-owned Rolex watches as trade and sells them in their pre-owned shop. Just missing the box and tags. Just a lot of confusion for people who can afford a Rolex, can appreciate owning one and just freaking want one.

If I were to ever buy another Rolex, I wouldn’t pay over retail. But there are so many great watches out there that aren’t a Rolex.

Firstly, how will Rolex or ADs get hold of Pre-owned inventory? I doubt people will give up their watches for less than secondary market values. I believe people are okay paying more for a pre-owned Rolex in the "Grey Market", knowing they don't have to play the games of the AD and "sticking" it to Rolex in the process. If Rolex can keep the prices within reason, maybe it will open the market to people who actually want the watch for what it is, and not just owning "something expensive" or an "investment".

Luckily my dream grail watches are speedmaster, seamaster seaweed, tudor chrono in two toned

The 2 key laymans issues I see are will pre owned be priced under/over retail? And will this make owning a pre-owened as hard and painful with the AD

Excellent video, but I always wondered what timepiece you're wearing. Can you start your videos by quickly sharing "today's timepiece"?

Hi Teddy, the watch wearing in this video is Grand Seiko Snowflake GMT ?..Please let us know

great video Teddy! check the black shirt on black background... makes for a floating head

How about the price? Will there be a difference?

It's a simple growth strategy by expanding into an adjacent space i.e. the secondary market. Rolex is able to thus capture share of the profit pools with lower operating costs (since they don't need to produce a watch again). They effectively increase the unit economics per watch and can justify the operating expenses of the pre-owned program based on just the volume of secondary watches. Net net, it's massively (and positively) impacts the company's valuation

So where does the boutiques get all these watches to start with? All those watches that were in the ADs that you could try on but not buy.

Diamonds are basically worth pennies but debeers controls the market. Rolex thought that was a pretty good approach. "I'd like to look at a new GMT it says its 10k?, hmmm we dont have any but would you like a used one for 25k?"

So they can sell a new watch to the wait list, buy it back the next day, then mark it up and sell preowned, awesome!

I don't know if this will change much if their scummy business model of roping you into buying other jewelry before getting a rolex doesn't change as well. Love the content brother

Another good strategy from Rolex. Which watch brands you can invest today and in 5 /10 years going up in price ??

Hell yeah! Take us back to Rolexland Teddy!! 👑👑🤌🤌

Positive competition is good

With this program, now you can walk into any AD, choose your model, and purchase your brand new Blancpain... or Lange...or JLC.....or...

Nineteen years ago, an AR me a 15% discount on a brand new Submariner. Times have changed.

I’d love to own a Rolex but there is no way I’d ever pay the prices they require … even at retail. Micro brands for the win. They’re more fun anyway.

I think this will devalue the watches from non authorised dealers. While also reducing the incentive to resale a watch to outsiders. Don't phone companies do that? You can trade in your phone for a newer ones but loose considerable value and resale values are like lowered because of it.

What's the website at 6:14 that shows the price history?

I think it makes sense for them to do CPO, but unfortunately I don’t see this as helping the watch enthusiast that wants to get a Rolex at a more reasonable price. I think this helps Rolex get more of the general public that just wants a Rolex for the name and show of wealth/status.

Where will they get their stock?

Great video Teddy and I think you were prudent to wait a bit until some of the noise died down. I think for those who can’t or won’t wait for the AD call to purchase new at retail, this is a good way for buyers to make what they see as a risk-free purchase compared to Chrono, FB, eBay, and the like. My wife and I both have Rolex in our collection, new at MSRP through ADs. The only way I would deviate from that is for something discontinued or vintage I just had to have.

Question.. has anyone heard of a Peerson PR-540? My friend was gifted one and there is no MSRP on the world wide web

The main advantage is that a Rolex owner will be able to trade his/her current Rolex at an AD to buy another piece. The might be willing to do that as a discount Vs great market

I think they have the long game in mind. I suspect they are in the market now hoovering up cheaper stock and just holding it, and as time moves on they plan to create a benchmark in-store and online experience that will be more desirable than dealing with the current batch of traders. When the model is globally entrenched, they will control the secondary market pricing to their own ends. They have the deep pockets to invest in the starter model now, and to invest further over time. Its very smart business. Oh and one more thing - if they got on the limited edition band wagon, they could use this secondary market mechanism to hold back stock and release rare models at higher prices through the programme.

A Rolex used to be something you strived for, worked hard for and eventually, maybe, you could walk into a store and buy knowing that you'd earned it. Not now. Now they've come to represent something almost sinister...affluence, status, entitlement, superiority...I have a couple from years back before we'd all lost our collective minds about them but I never, ever wear them anymore. I feel like a complete tool whenever I even put one on. So, whatever Rolex does in the pre-owned market, I could care less. They're dead to me.

Teddy~ Black suit + Black background = Memoji

Probably be a waiting list for the pre owned watches too 😂

Teddy mentioned Denmark and I lost it

Hello nothing to do with the video but Is philipp plein making good watches cause I have my eyes on the skull diver watch (black-silver) and the nobile (silver) but I am not sure about the quality and I would like to hear your opinion Ps I know that there are many more reputable brands etc with better quality for the money but I like the design and I am just asking if the quality is good enough Thanks for your time

good move.rolex is only trying to preserve the integrity of their brand/product.

They are going to sell second hand watches for double the price of a brand new one?! Crazy. What will stop them from selling their new watches as pre owned to profit more?

A question I have is can anyone submit their rolex to get a certified preowned card and box. I bought mines off of crown and caliber with no box and papers, could I get it certified by then without selling my watch.