The most coveted and replicated brand in the watch industry, Rolex surprises by announcing its own Certified Pre-Owned program. Be the owner of a real vintage watch.
With the meteoric growth of recent years, the second-hand world (which should weigh 30 billion euros in 2025, according to a McKinsey study) has also quickly felt the price of success, between fakes and all kinds of fraud. A gray market that today brings in too much income and attention for famous producers to ignore. Known for being discreet and discreet, Rolex is nevertheless breaking its usual silence for the second time (following the surprise launch of the Deep Sea titanium for November) to regain control of the theme.
In the video, “beautiful” – a face ornament
past found
The Rolex Certified Pre-Owned program, piloted in Europe at Bucherer boutiques and online before other retailers next spring, allows the brand to create a welcome bridge between the past and the future. This now framed mount offers new buyers an added guarantee for their purchase. While Rolex doesn’t set prices, every watch that’s at least three years old (so up to 2019) is photographed, authenticated, authenticated and serviced by Rolex’s in-house teams before being resold with a two-year warranty. Only watches in the so-called “Restoration” category are excluded, therefore watches over 35 years old and highly rated.
Majority ? Precisely the codes of the 1940s that the crowned brand chose to clearly distinguish its second-hand section from the new, i.e. the beige bag with the green twisted logo that we find today on the inside blades of the clasp. Enough to retrace the thread of its storied legacy and regain control of the brand’s much-coveted image.
Source: Le Figaro
