Rolex Elevates Its Sailing Presence as the New Title Sponsor for SailGP
Rolex has officially become the title sponsor for SailGP, transitioning its sports sponsorship focus from Formula 1. This strategic shift emphasizes Rolex’s commitment to sailing, a relationship that commenced in 2019. The partnership was launched ahead of the 2025 season in Dubai, promising enhanced viewing experiences and integrations such as updated broadcast graphics for fans. Rolex’s sponsorship includes the title for the upcoming Rolex Los Angeles Sail Grand Prix in 2025 and extends its role as the Official Timepiece through to Season 14 of SailGP.
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The Evolving Dynamics of the Rolex Certified Pre-Owned Market
Rolex introduced its Certified Pre-Owned (CPO) program in 2022, allowing buyers to purchase used watches with a warranty through authorized dealers. This initiative capitalizes on the increased demand for pre-owned Rolexes, a trend that surged during the pandemic. As of Q3 2024, Rolex CPO watches are priced approximately 33% higher than non-CPO models, reflecting the brand’s strategic pricing and market adaptation. While this has supported high premiums, evolving market conditions and an oversupply of used watches might lead to a future price adjustment. The continued appeal of Rolex watches, however, ensures they remain a prized asset in the luxury watch market.
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