Breaking Rolex News: Rolex Certified Program is Officially Here!

Important Update: The CPO watches will be at least 3 years old. So, that will ensure flippers (and the AD's themselves!) can't immediately sell a new piece for a premium through the program.

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[martinwilliams]

The rebranding of «used» to «pre-owned» is the greatest marketing scheme ever

[timestandsstill]

You were right Austin. I remember when you said this originally. I told a dealer and he didn't believe me. I hope he remembers the conversation.

[Michael-rcqh]

Austin, I love how you present these topics. Can not wait to see used Rolexs at ADs. P.S. I got the call in the middle of Nov. for a Sprite at my local small AD, I am over the Moon

[dbzgino]

Out of all the watch YouTube content creators you are my Favourite my friend keep up the good work

[raletky]

I think this will backfire if they use grey market pricing.

[levintrueno]

It would be interesting if the AD puts you at the front of the line to buy a new watch if you trade in your old Rolex!

[gscottea]

One of my local ADs recently instituted a policy of not taking in trades less than three years old, so that may be an indication of the limitations Rolex may place on dealers for this CPO program.

[daniel_chayra]

What's crazy is you called this ages ago!

[londonman]

austin you are always on top of rolex news.. well done

[dannyg]

The watches have to be at least 3 years old to qualify. My hope is Rolex includes vintage in their CPO - imagine pre-ceramic GMTs, Daytonas and Subs being sold at Rolex ADs worldwide under the CPO. One can only dream :)

[pennfootball]

You’re forgetting the distinctive pouch😊

[watchsymposium]

Important Update: The CPO watches will be at least 3 years old.
So, that will ensure flippers (and the AD's themselves!) can't immediately sell a new piece for a premium through the program.

[Schubeedoobee]

if they are < MSRP of new pieces, it wont change anything because grey marketers will still buy them up

[halflip]

This will not kill the gray market. It just allows Rolex to sell the same watch multiple times and get a cut while also addressing the whole "no inventory" thing.

Pricing will most likely follow the gray market + premium for the CPO certification. They wouldn't suddenly undercut gray market value because A) how would they acquire inventory if trade-in value is higher than the selling price and B) it would cheapen the brand. "Bargain-basement Rollies!!" is not their strategy.

[Steve-qseq]

Will the used pieces cost more than the new unavailable ones at the same dealer? If so, I wonder what that means for availability of new watches at retail.

[dr.raymond]

I wonder what they will do with any of the preexisting collateral that may of come with the watch, such as the original papers, box and booklets as it appears they are reselling it with their own new packaging.

[dr.raymond]

Another question, where is the supply coming from? I assume from the public, either trading it in towards a new watch or selling it directly to the AD. Either way the AD would have to be competitive with what the Grey Market would pay to get watches . Resulting in the certified watches to sell comparably at the grey market prices if not higher.

[geno]

Watches have to be 3 years old to get CPO stamp

[Alexpress]

I can see how ADs will whisper to their customers to bring in an older Daytona model and trade it in for a brand-new one. The customer is happy with the upgrade, and AD sells the used model now for a higher $$

[situation_zero]

Wait, they will only come in pouches? So if they buy in a watch that has original box and papers they will not keep the originals with the piece? If true, that is a downgrade of each piece in terms of collectibility.