Rolex last month expanded its certified pre-owned watch program from Europe to the US.
Every model except the Daytona is at least 17% more expensive on average when certified by the Crown.
Used watches that have the official stamp from Rolex currently command a 25% higher price on average across the portfolio, according to data from WatchCharts, a price-tracking platform for luxury watches.
The CPO markup does not apply uniformly across all models, however: more popular watches appear to have a lower relative increase than less popular ones.
With extremely constrained supplies of new watches and yearslong waitlists for certain models, the CPO program is essentially the only way to buy a Rolex on-demand from an authorized dealer.
Persons:
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Organizations:
Rolex, Crown, Service, CPO
Locations:
Europe, WatchCharts