Rolex has finally broken its silence by launching a program that surrounds the pre-owned market, allowing customers to purchase watches that have been checked for working condition, certified as authentic by the brand (or a qualified authorized dealer), and sold with imitation Rolex’s two-year international guarantee.
“Because Rolex watches are built to last, they often live several lifetimes. As they may be worn on a new wrist, the Rolex Certified Pre-Owned program now enables retailers in the brand’s official distribution network to sell pre-owned models certified as authentic with a new two-year international guarantee,” fake Rolex confirmed.
Rolex has been rapidly hiring additional watchmakers and other workers for its King’s Hill service centre in Kent. It is encouraging its network of authorized dealers to invest in their watchmakers and workshops to meet the standards required for Rolex certification.
Selling pre-owned Rolexes is nothing new for authorized dealers, but the brand’s certifications, accompanying warranties and even valuable add-ons such as labels and other branded merchandise take the pre-owned business to a new level.
“Specifically, the Rolex Certified Pre-Owned program certifies the authenticity of pre-owned Rolex watches – for at least three years – with a Rolex Certified Pre-Owned plaque displayed by an official retailer at the time of resale,” the company explained.
“It guarantees that these watches benefit from the quality standards inherent in all Rolex products, as well as from the full skill and professionalism of the brand’s global network of experts,” Rolex added.
The Geneva giant also shot third-party dealers, and their customers, who have profited from the explosion in the trade of pre-owned Rolex watches for years.
“Rolex watches – new or pre-owned – can only be purchased from official Rolex retailers authorized to sell and service Rolex watches,” the company warned.
“Thanks to their skills and technical expertise, retailers ensure that each watch runs smoothly for many years. Only the official Rolex network can offer these guarantees.”