PEACE OF MIND THROUGH PARTNERSHIP

The Rolex Certified Pre-Owned Programme

- by Martin Green

— Rolex: Five letters with a crown above that has as many spikes has become a universal symbol for luxury and success. It did not obtain this unique status overnight, but it is the result of decades of careful nurturing of the brand, with a focus on quality and performance. As a result, Rolex was often the watch of choice for those who push boundaries, making the brand present at the exploration of the highest mountains as well as the deepest ocean trenches. As a testimony to its excellence, this further enriched the heritage of Rolex, which it is unlocking now through the Rolex Certified Pre-Owned Programme.

Tackling the preowned market is not an easy task for brands. Their focus has always been on creating the future through new models. While many of them nurture the past through a company collection of heritage models, actively participating in the preowned market is quite another thing. That doesn’t mean that they are not aware of what happens when their watches are sold to their first owner. Rolex, for one, is well aware that its watches can last several lifetimes and that transition of ownership is inevitable. In 2022, the brand took a decisive step towards the secondhand market with the launch of the Rolex Certified Pre-Owned (RCPO) Programme.