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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