I've heard a lot of completely bullshit speculation about the Rolex CPO program. I'm setting the record straight because the preowned inventory is already a thing. Join my discord for chat! / discord
You say it’s complicated but It’s not complicated. Rolex and their AD network have preferred clients and have agreements in place to move stock. Average people who just want to buy a watch haven’t got a chance
Unreal Video!! I cant agree more. It pains me to hear those with hidden agendas or zero Rolex purchase history speak on this subject! Im very interested to see how things play out.
Great points. I agree - I've bought many pre-owned Rolex watches from my AD. I don't see a huge change here other than a premium mark-up for the new tag. You make a great point about a watch with no box and papers. The new Rolex tag would probably make the watch more sellable and more at a price point closer to one with box and papers. Thanks!
@@aussieexpatwatches It's a mixed bag with my AD. I'd say about 50% of the watches I looked at didn't have box/papers. But I'm sure that's not scientific. 😆 Could just be ones I happened to look at.
@@aussieexpatwatches The manager told me months ago about carrying used watches, I didn't realize at the time it would be a Rolex program. Then a couple days before the announcement I stopped in and he told me they were having a meeting about carrying used watches. Turns out the meeting was the day of the announcement.
Thank you. It's genuinely pissing me off people even suggesting that rolex would be purchasing these watches from people directly. Or undercutting current grey or even MSRP! just... wild speculation for a business that already exists.
Thanks for the excellent info and I agree with your point.I have this lingering question which is Did Rolex made the situation worse for the consumers than it is today ?. If Rolex is not in control anymore, then it's a losing game down the road. I may be definitely off on this but appreciate your thoughts.
I don't think this factors much at all unless you think Bucherer is a huge swinger in the pre-owned market full stop. The reaility is, at Bucherer today, the most lucrative thing you can buy from them is a pre-owned watch, and that will be true tomorrow CPO or Not. For most people walking in the door for the first time, Bucherer wants their first watch to be a pre-owned. Rolex even with this program, don't care where the market goes. They'll just collect the service fee for servicing the watch.
Good observations. It at least overlaps with the fact a service warranty is also 2 years. But on the bucherer website now there are cpo models under 3 years. I think the over 3 years "restriction" is just to help avoid saying they effectively remove warranty by replacing a 1 year old warranty with 4 years to go with a 2 year one. But... apparently here we are anyway lol
I think the best is to buy NEW watch from AD if it is possible. The other option is to buy from private seller. Off course still is over retail but at least will not be ridiculous prices like in Bucherer. This certified pre-owned is little bit slippery and will be "Certified Franken" watches in some cases. "Certified" but without information if the watch is properly serviced or they replaced only O-rings and WR tested. Putting 2 years warranty doesn't mean so much, it is more to justified higher prices. If the Rolex watch is not really abuse you do need service at least first 10 years. Also take in consideration they gonna polished (maybe over polish in some cases) watch which is something that usually not needed. So we come to the point where you gonna buy really "good" looking watch, polished, tested but priced more than Chrono 24 and it will be fun to sell it later on when people start to point all of this and that will crush your price, probably you gonna lose some money at the end. Regarding trading your watch for Daytona, GMT or Submariner...yeah, right. I see the line already. No brainer, sorry. I think this is only good for people who desperately wants Rolex.
100% agree. If you think Bucherer pre-owned is already undesirable (hig prices, over polished, usually naked) then CPO at an even higher price is unlikely to be that interesting. This MAY rescue some value from naked 5 digit watches...
I had questions about this when it came out. I watched a bad video and got too emotional. You answered practically every question I had initially. Best video I’ve seen on the subject yet.
I've yet to hear any RU-vidr explain the reasoning behind this move by Rolex. You are on the right path but it is more about safeguarding the monetary value of all Rolex watches, both new and old. The exclusivity of being able to buy a new Rolex will now be coupled with Rolex manipulating/controlling the price of secondhand Rolex via Bucherer and Tourneau. It's not about profit for Rolex or them trying to deal a blow to so called Flippers or the gray market in general. It's simply about Rolex remaining in control of their watches and brand.
Rolex will have no part in setting prices. That's Bucherer's job today and tomorrow and next week... Rolex take a fee in for servicing the watch like they always do.
Only the chosen few will be allowed to buy a new Rolex at retail price. Serial numbers are random so who knows exact how old a modern Rolex is without its warranty card.... Who’s going to police the AD’s as there’s nothing to stop them stockpiling sought after models or “selling” them for accounting purposes and simply swapping the green tag for a white CPO tag and ditching the original warrant card to sell it as pre owned for 2/3 x more than retail?? AD: well sir, we don’t have a new one in stock .... but we do have a pre-owned one.. This is going to be a test of just how a valued customer you are as the AD slips this “pre-owned” watch on your wrist with a price tag of thousands more than list price!!! Of course you’ll pay up.. just like lemmings going over the cliff. Rolex marketing strategy at its sublime best, AD’s passing off new watches as pre owned just to screw you for more!!
Thanks for the insight friend! 👍 Thankfully for better or worse the inventory at my ad is from a wide range of years including genuine vintage. But usually naked and usually over polished...
Why would an “exhibition only” watch even require any service? These are where many of the CPO watches will come from, that have been recycled from ADs all over the world. Rolex already owns this stock. Also there’s the delicate issue of “stolen” watches never recovered. Where did they end up and if Rolex controls the serials it’s very easy to recycle these back into the CPO market at msrp +50%.
I actually haven't followed up on the sources saying the exhibition pieces will be CPO. I know people who have bought said exhibition pieces so I'm confused on that one.
So what’s stopping thE AD from hoarding watches in their safe for 3 years…. Conflict of interest. In any case we have to see for sure what prices will look like
They simply need to pay rent so it's better to sell rebuy back and sell again later. They have to have a turn over they just can't keep money tied up three years like that. Its business not collection.
Nothing complex here at all. This simply enables the ADs to obtain more stock to have in their store cases to ultimately sell, in a legitimate way that Rolex HQ allows, at the "market price" (thus enabling them to legitimately get a piece of the secondary/grey market pie). If a customer questions the reason why they are paying more for second hand piece than that of a new piece - "these are the Rolexes we currently have for sale and these are the market prices. If you want a shiny new watch, over here are our Tudor/Omega/Breitling/Tag/GP offerings. If you buy some of these, we can probably get you a new Cermit/Pepsi/Panda in 5-10 years". Basically, nothing is changing.
Not sure what you mean by "more stock". The AD's that sell pre-owned are responsible for obtaining their own inventory ie. dealing with customers. Rolex have no interest in being exposed to customers nor fluctuations in gray prices. They'll take a flat fee for servicing the watches. But you're right, pretty much nothing is changing.
@@aussieexpatwatches what I mean by more stock is the ADs will have more stock of Rolex watches on hand for customers to buy, albeit they will be the certified pre-owned pieces.
@@aussieexpatwatches I think you have been very much spot on here. I'm getting frustrated with the people saying "I'll only ever pay retail for Rolex and never pay above". Barring a select lucky few (you could probably count those people on one hand) who may have got a new Sub, Pepsi, Batman or Daytona the first time they walked into an AD, the vast majority have never been offered a Rolex (not even a ladies DateJust) without prior purchase history. In that case - can one honestly say they have truly paid retail? I doubt it very much.
@Mat P ADs are very good at guaging just how much a customer is likely to tolerate buying soft pieces before feeding them hot pieces. Ive heard wide ranging stories on the path to a panda daytona, from $1M to... $50K... but certai nly never Zero. GMT does seem at the extreme end possible as a first purchase, but as good as a lottery ticket chance.
Joe Bag of Donuts is not an interesting client for a luxury maker with a limited number of goods. Sorry, is the way it is. ADs want and need repeated customers that buys one for him, wife, kids, in laws, mistresses and employees plus engagement rings, Christmas presents, etc. So for every business done with Lucy Once in a Lifetime they do 15 with a preferred customer.
Well this might be the best option for once off buyers. Stock is always sitting there. And you get a "CPO" watch instead of naked. It's higher priced than grays, but for a first time buyer that's slightly daunting.
@@mjdm1925 hey if all you guys are fine with Rolex being only a rich man’s watch I don’t give a rip. Go spend away! I have my one GMT and I’m out. Bye Rolex!😭😭😭🤣🤣🤣
Rolexes are ugly outdated watches with 60 years old design, with no high complications, no novelty, quality comparable to Seiko 5 or Orient. I pity the fools who's buying them.
