One of the most important moments in watchmaking history happened quietly, one could almost say discreetly, in December 2022. This was the creation of Rolex Certified Pre-Owned, also known by its acronym, RCPO. Though he would likely prefer not to have attention drawn to him, this groundbreaking initiative was spearheaded by Rolex’s extraordinary CEO, Jean-Frédéric Dufour.

The numbers speak for themselves: in just three short years, RCPO has risen to become a juggernaut. According to EveryWatch, RCPO generated an estimated USD 600 million in sales, representing over 11 percent of the estimated USD 5.6 billion Rolex pre-owned market in 2025. WatchCharts and the Morgan Stanley Swiss watch industry report, on the other hand, estimated total RCPO sales for the year at approximately $530 million, representing growth of over +60% versus its $319 million estimate for 2024.

Bucherer was the first global retail partner to launch Rolex Certified Pre-Owned, offering a controlled and brand-authorised environment for pre-owned Rolex watches (Credit: Bucherer)

Having worked as a watch journalist for 26 years, I was always keenly aware of the Rolex secondary market. In Singapore, there are specific shopping malls where a single walkthrough will evince not hundreds but potentially thousands of pre-owned Rolexes displayed in shop windows. Every major city has something equivalent to this. In New York, it’s 47th Street. But for many years, the ongoing narrative was that Rolex would never directly enter the pre-owned market. It was far too massive a beast. It was far too untamable, fraught with innumerable pitfalls like stolen watches, fakes, super fakes and frankenwatches, (as watches with major parts that were not authenticated were called). In addition to questions of authenticity, there was also a wild disparity in quality standards.

But then, at the end of 2022, with its typical understated dignity — belied only by the massive intent behind its purpose — Rolex did just that. And, if I may quote the American poet Robert Frost, “that has made all the difference.”

Jean-Frédéric Dufour, CEO of Rolex, whose leadership has driven the creation and rapid growth of the Rolex Certified Pre-Owned programme

Because what Jean-Frédéric Dufour and Rolex have achieved is nothing less than revolutionary. Indeed, there is the belief that while Rolex Certified Pre-Owned has already charted a meteoric rise at 11 percent of the market, the momentum behind it will bring it to take over at least 50 percent of the pre-owned Rolex market in the next three years. For one very good reason: it just makes great sense for everyone — the customer, the brand and the retailer. The only individuals cut out of the equation are the second-hand watch dealers who have, for decades, thrived off the seemingly insurmountable delta between the number of watches Rolex makes each year and the number of people that desire to purchase them.

But that is all changing very fast.

What Is RCPO (Rolex Certified Pre-Owned)?

What exactly is a Rolex Certified Pre-Owned watch? It is a pre-owned Rolex watch, that is at least two years old, that has been officially certified as authentic, fully serviced and aesthetically refurbished to near-mint condition, and comes with a full two-year Rolex warranty. This is a total and utter game changer in the pre-owned market. How does a timepiece become an RCPO watch? After it is acquired by one of Rolex’s official retail partners that has entered the RCPO program, it is fully serviced and refurbished by Rolex, or at the retailer. But only Rolex can confirm the authenticity of a Rolex watch. This means that the watch is then sent to Rolex where its original configuration and parts are meticulously checked and authenticated, before being officially certified by the brand. It is then sent back to the retailer and offered for sale.

At Ahmed Seddiqi & Sons in Dubai, the Rolex Certified Pre-Owned lounge presents watches in a curated environment that reflects the brand’s standards of authenticity, quality and craftsmanship (Credit: Ahmed Seddiqi & Sons)

Yes, it comes at a much-discussed premium, over the market price of your average secondary Rolex watch. WatchCharts has calculated this in 2025 within the United States to be anywhere from 7.3 percent to 28 percent, depending on the retailer. But for the idea of having complete certainty over the authenticity, reliability and integrity of your Rolex watch backed by a worldwide, official two-year Rolex warranty, this seems to me a fair price to pay, if not an outright bargain.

A curated selection of Rolex Certified Pre-Owned watches presented with official authentication seals, ensuring provenance and quality (Credit: Bucherer)

Says Giovanni Prigigallo, founder of EveryWatch, “This is especially true in a world where watch crime is at an all-time high. There is a new generation of super fakes emerging and, at the same time, the secondary market is full of modified frankenwatches. So, to me it makes every sense to pay the premium to own a watch that you know with 100-percent certainty is a) authentic, b) not illegally sourced, c) guaranteed to function perfectly, and d) warrantied for two years by Rolex.”

Every Rolex Certified Pre-Owned watch undergoes rigorous inspection and servicing to ensure authenticity, functionality and reliability

I’ll put it this way, if you have watches at home, you will insure them, correct? Why? Because this protects you against anything that might happen to them. It gives you peace of mind. This comes at a cost. So why would you not pay a small premium when you buy your watch, to have total and utter peace of mind? In addition, the RCPO program has also raised the standard of what a pre-owned watch can be, which means you are buying a different quality of watch.

To me, Rolex Certified Pre-Owned opens up a third category for watches.”

– Hamza Masood, Head of Partnerships at WatchCharts

Says Hamza Masood, Head of Partnerships at WatchCharts, “To me, Rolex Certified Pre-Owned opens up a third category for watches. In the past, there were only new and pre-owned or secondary. But RCPO sits above pre-owned because of all the assurances it provides. Actually, this has already existed for decades in the car world. For example, if you want to buy a Mercedes or Porsche, you can buy a new car, you can buy a used car or you can buy a certified pre-owned car that has been completely serviced and refurbished by the brand to be as close to new as possible. Many people choose this option because you get an arguably better product and for the 100-percent certainty of authentic and reliability.”

Prigigallo continues, “One other thing to consider is that if your watch is a collectible model, you can sell it back to the authorized RCPO dealer and trade up for another watch without the stigma of being a flipper — because you’ve brought the watch back to the people that allocated it to you. I would add that by doing this, you are probably more likely to be re-allocated a rare or collectible model, because you’ve given the retailer and authorized secondary dealer access to the premium related to your watch.”

Why RCPO Was Born

Now, let’s talk about one of the key reasons that Rolex Certified Pre-Owned was born. It is an irrefutable reality that Rolex is the lifeblood of the luxury watch industry. With its incredible CHF 11 billion turnover at wholesale and over CHF 16 billion turnover at retail in 2025 (bear in mind Rolex sells 97 percent of its watches at wholesale), it is the foundation upon which the entire Swiss and global luxury watch industry is built on. It is, simply speaking, the single most dominant power in the luxury watch industry by a huge margin and has remained this way since time immemorial.

Rolex’s acquisition of Bucherer marked a pivotal shift in its strategy, strengthening the foundation for Rolex Certified Pre-Owned and bringing its most important retail partner firmly into its ecosystem

If we consider the statistic from the Morgan Stanley report that in 2025, the total value of the Swiss luxury watch market was CHF 24.4 billion at wholesale (it is estimated to be around CHF 50 billion at retail), we can see that Rolex accounts for just under half of the industry’s turnover. But its effect is far greater than that, because of the power of brand recognition. I have often said that you can go to any country in the world where you don’t speak the language, but people will still understand you when you say “Rolex.” It is the bridge into the world of luxury watchmaking for almost every person on the planet. You and I included.

The Rolex Cosmograph Daytona (ref. 116518LN) remains one of the brand’s most recognisable and sought-after models, emblematic of its global appeal (Credit: Rolex Certified Pre-Owned)

Rolex’s brand equity is amazing, but it also brings certain challenges. The biggest being that despite the brand selling an estimated 1.15 million units in 2025, the delta between supply and demand is insurmountable and ever growing. Why? Because watches as a category have become increasingly mainstream, as evidenced by their appearance center stage at movie premieres, concerts and sporting events, and by their inextricable connection to celebrity culture, fueled by the rise of social media.

Leonardo DiCaprio wearing a Rolex, reflecting the brand’s deep-rooted presence in contemporary celebrity culture (Credit: Rolex)

Zendaya wearing a Rolex watch, exemplifying the brand’s deep connection to celebrity culture and its growing influence among younger audiences (Credit: Rolex)

Says Prigigallo, “We all heard about wait times for Rolex getting shorter in the post-2022 ‘watch bubble’ environment, but the reality is that this wasn’t true. With secondary prices stabilizing in 2025 and with empirical proof that Rolex secondary prices on average trade at a premium, the wait times have clearly not gotten better. There is simply not enough supply of watches to feed the demand. It doesn’t matter if Rolex makes 1.15 million watches. There is clearly at least 100 times the number of people that want them.”

At the same time, research has shown that Rolex also holds incredible awareness and desirability amongst the younger generation, with 58 percent of this generation voicing a desire to own a Rolex, according to a Boston Consulting Group survey in 2025. That same survey also states that 51 percent of Gen Z increased their watch spending in 2025. With young watch lovers entering the picture, it is clear that the gap between supply and demand will only widen. Rolex CPO offers the perfect solution, but one which may also create an increased polarization in the market between Rolex and the rest of the market.

Before January 2023, if you wanted a Rolex, you went to the retailer with the faint hope of purchasing one. It’s a funny feeling to walk into a shop already expecting you will leave empty-handed — but that was the reality. In most cases, because you couldn’t get what you wanted, you would “settle” for something else. This has had a very positive “piggyback” effect for many brands, which is kind of funny because many of those brands believed their success was due to their own appeal. The arrival of RCPO has been something of a wake-up call to them. RCPO has offered up a true viable pathway for customers to immediately purchase the exact Rolex watch they want, and this has been truly game-changing for the market.

Rolex Certified Pre-Owned provides a structured and reliable pathway for customers to access desired models without traditional wait times (Credit: Bucherer)

Says Masood, “The launch of RCPO means customers can now expect an excellent experience as the consistent, bare minimum for buying a pre-owned Rolex watch. This is similar to the tightly controlled experience when buying a new Rolex.” Yes, there is the old adage, “trust the dealer,” but before the RCPO program was established, there has never been a dealer in the history of the secondary watch market, as far as I know, who would take back a watch without an argument and a fight. Certainly not in my experience.

Masood continues, “Now Rolex has stepped in and said, ‘We fully authenticate and guarantee the watch. You can even buy it at the same retailer that’s selling the new watches and so you get a real first-hand luxury experience.’”

Said Jean-Frédéric Dufour during a historic keynote at the 2025 Dubai Watch Week, which I had the honor of moderating, “The idea came from the United States. We noticed that in some points-of-sale, the number one brand was Rolex and the number two was Rolex second-hand. So we said, ‘Maybe something’s wrong there,’ especially with so much business happening without any guarantee on the product. It felt a little dangerous. That’s where the idea of CPO came from. When you’re buying a watch, we can say, ‘Don’t worry, we’ll always take care of you.’ That brings trust. There’s nothing worse than feeling betrayed when you’ve bought something expensive. Your feelings can be destroyed. But whenever there’s money involved, there are always good guys and bad guys.” The logic behind RCPO could not be any clearer.

That’s where the idea of CPO came from. When you’re buying a watch, we can say, ‘Don’t worry, we’ll always take care of you.’ That brings trust.”

– Jean-Frédéric Dufour, CEO of Rolex

Rolex CEO Jean-Frédéric Dufour speaking during a keynote at Dubai Watch Week 2025, where he outlined the thinking behind the Certified Pre-Owned programme

Dufour’s remarks brings up a very interesting point and one which many consumers might not have been aware of. Rolex is the largest luxury watch brand in the world with a turnover of CHF 11 billion in 2025. But that same year, the second largest luxury watch brand in the world was pre-owned Rolex with a turnover of USD 5.6 billion, according to Giovanni Prigigallo. This means in absolute terms that Rolex is both number one and two in the luxury watch market in terms of turnover.

For clarity, the entirety of the pre-owned market in 2025 is believed to be valued at around USD 20 billion to USD 25 billion. So even in the pre-owned category, Rolex has an immensely dominant position. For the retailers that have entered the RCPO program, it represents their second biggest business after primary Rolex. And this is only going to grow, as Rolex has always believed in partnerships and has always entrusted and empowered their retail partners.

Retail partners such as The 1916 Company play a key role in the global expansion of the Rolex Certified Pre-Owned programme (Credit: The 1916 Company)

Says Masood, “RCPO is carried today in [approximately] 271 doors across 154 different retailers with the biggest in the U.S. being The 1916 Company, Tourneau/Bucherer and Watches of Switzerland. But I would say that in the next decade, if Rolex wants, they will have onboarded nearly the entirety of the dealer network to the RCPO program. It has been the bigger retailers in the U.S. that have led the way, with now the Seddiqi family in the UAE joining. There is still a vast number of retailers who haven’t initiated the program — but that is just a matter of time. When you see that, for retailers that offer RCPO, it is the second highest performer after Rolex, the future is very clear.”

The Rolex Certified Pre-Owned programme is being rolled out across a growing global network of authorised retailers (Credit: Rolex Certified Pre-Owned)

Says Prigigallo, “The rise to take over 11 to 12 percent of the 5.6 billion dollar pre-owned market has been huge, but I feel this is just the beginning. As I said, in the next three years, we could see it becoming 50 percent of the pre-owned Rolex market.”

RCPO is very attractive for multiple reasons. Firstly, it gives customers real choices and the potential to buy the watch they really want, backed by a full two-year warranty. Secondly, it gives retailers a great revenue source. Thirdly, it allows retailers to take back important watches that they’ve allocated to clients and keep them within the official Rolex ecosystem. Fourthly, it is a powerful new client acquisition tool. However, Masood says, “For the moment, there is one region that has yet to adopt RCPO in a big way, and that is Asia. There is just one each in Lebanon, mainland China, Taiwan, and Japan; two each in the UAE and Hong Kong.”

Rolex Platinum Day-Date Ref. 18296 with blue diamond-set dial, exemplifying the rare gem-set pieces available through RCPO at Ahmed Seddiqi & Sons in Dubai

Are there any challenges for an RCPO dealer? Says Masood, “Well, there are three main ones. The first is sourcing watches — do you take trade-ins or source from a wholesaler or both? Trade-ins are very attractive because they allow the retailer to ‘make’ when they buy as well as sell. This is the same in the automobile industry.

Rolex Certified Pre-Owned watches undergo rigorous inspection and authentication processes, ensuring quality and reliability across the secondary market (Credit: Rolex Certified Pre-Owned)

“The second is servicing the watches, which is why larger retail chains, which already had substantial service departments, were the earliest adopters, because they could undertake service and refurbishment.

“Last is knowing what to buy and pricing it correctly, according to the market. But as I said before, these are all things that the car industry has already figured out and which have had a net positive benefit on everyone in the chain, from the retailer to the buyer to the seller.”

The RCPO and Dealer Margins

Now, if you’re looking to purchase a brand-new Rolex watch but can’t find one, how would you begin your search through the Rolex CPO program?

Says Hamza Masood of WatchCharts, “It’s simple. If I were based in the U.S. and looking for a Rolex watch and I couldn’t purchase it new, I would start my search online for an RCPO timepiece. Now personally, that will most likely bring me to The 1916 Company. Why? Because even though they only have eight retail doors, with their expertise in online, they punch way above their weight class when it comes to Rolex Certified Pre-Owned. We observed them selling 2,974 watches in 2025, which is more than Tourneau (2,619) and Watches of Switzerland in the US (1,131). They posted a lot more than that many watches. But most importantly, The 1916 Company prices their Rolex Certified Pre-Owned watches closer to market price than anyone else. We calculate their median premium for sold listings to be  +6.2 percent in 2025, as opposed to Tourneau/Bucherer’s +15.2 percent or Watches of Switzerland’s 27.4 percent premium to market.”

When asked why he felt The 1916 Company took a conscious decision to reduce their premiums to be as close to market as possible, Masood replies, “I believe that they have decided to focus on turning over as much volume as they can, which is reflected by our data. This is especially across the most actively traded references such as the Explorer II (16570), Submariner  ‘Hulk’ (116610LV), and Daytona (116500), The 1916 Company sold the highest number of units at lower premiums than the rest of the U.S. market. My belief is that they are able to do this because of their background in online sales. Also, because they already had a fully integrated service and refurbishment operation from their initial focus on pre-owned watches, they are likely able to shorten the period to attain certification relative to others.”

The 1916 Company has emerged as one of the most significant players in Rolex Certified Pre-Owned, pairing physical retail presence with a powerful online infrastructure (Credit: The 1916 Company)

Giovanni Prigigallo adds to this, “To me, The 1916 Company is willing to lower their premium because they understand that RCPO can also be an incredible client acquisition tool, especially for new and younger buyers who are outside of the ecosystem of watch buying but now have a pathway to entry. Don’t forget that once they enter the 1916 world, they can stay there as a client indefinitely, especially with their capacity to trade in their watches toward future purchases, which benefits The 1916 Company because they are making profit both when buying a watch from and selling another watch to the same client.”

The most significant growth in RCPO is expected to come through online channels – and that’s where The 1916 Company’s infrastructure becomes a decisive advantage. A typical authorized retailer carries 15-25 RCPO units in-store. Larger partners like Bucherer, Watches of Switzerland, and The 1916 Company may display up to 125 at any given location. Online, the leading dealers are presenting close to 1,000 units. This breadth is simply not replicable in a physical showroom.

This is central to the program’s growth because a collector searching for a specific reference is no longer limited to what exists in their local market. The ability to surface the full depth of a collection digitally, and to support that experience with knowledgeable advisors who can engage with collectors remotely, is what separates category leaders from the rest. Retailers such as The 1916 Company with expertise in the online channel positions will therefore have clear advantage.

Game-Changing RCPO Stores

The Ahmed Seddiqi & Sons Rolex Certified Pre-Owned boutique in Dubai elevates pre-owned watches into a fully immersive luxury experience (Credit: Ahmed Seddiqi & Sons)

Against the backdrop outlined above, the Ahmed Seddiqi Rolex Certified Pre-Owned store is literally a horological oasis in the desert. It is an absolutely stunning edifice located in the neo-Egyptian themed Wafi Mall, a short drive away from the world’s tallest building, the Burj Khalifa. A project personally overseen by the Seddiqi Holding’s chairman, Mr. Hamied Seddiqi, it represents a giant step forward in the way the pre-owned watches have been positioned. No longer are they “second-class citizens” of the watch consumer’s world. Instead, they are treated with an absolutely stellar level of dignity. There are over 500 timepieces on display, and the family has made the effort to source particularly rare high-end precious-metal and gem-set watches. Contrast this with the experience of meeting a secondary dealer at Starbucks or in his small store in a strip mall, and you understand what premiumization means.

Rolex Diamond Daytona Ref. 116589SALV at Ahmed Seddiqi & Sons’ Rolex Certified Pre-Owned boutique in Dubai

Over in New York, of course, the in-store experience at Tourneau/Bucherer and Watches of Switzerland bring a lot to the table. Says Masood, “The idea of having the same level of experience buying an RCPO watch as you would purchasing a new watch is actually pretty incredible. In a city like New York, being able to walk into Tourneau’s TimeMachine in Midtown or Watches of Switzerland’s stunning shop in SoHo, leave with the exact Rolex you want and have been saving up for, and have the watch often times looking brand-new with the guarantee of authenticity and reliability directly from the factory, it just ticks all the boxes.”

Prigigallo adds, “Well, there is one more thing that Rolex CPO might bring, and that is the idea of a specific type of box that identifies it as an RCPO watch. There is a rumor that this might happen, and if it does, it will be incredible because it means that every RCPO watch will effectively be equipped with ‘box and papers.’ Can you imagine?”

The Question About Vintage

But even if Rolex successfully gets most of their dealers to adopt RCPO, there is still the question about how they would interact with vintage watches.

Says Masood, “The truth was, in the past, if you gave a vintage watch to Rolex, it would bring it back to as close to new as it could. Collectors would go crazy because the hands and dial would be changed, and the case would be polished, destroying the originality and value of the watch. But I feel that this mentality is changing at Rolex. I was looking at Rolex CPO offers and came across an incredible GMT-Master Ref. 6542. This was an RCPO watch but its Bakelite bezel was intact and perfect, the aged radium of the dial, hands and bezel was on point and original. This to me shows that Rolex has understood the collector mentality and adapted as well.”

Rolex GMT-Master Ref. 6542/0 with Bakelite bezel, one of the earliest GMT-Master models now offered through Rolex Certified Pre-Owned (Credit: Heller Jewelers)

If this is true, this has immense positive ramifications. For the collectors deeply immersed in vintage Rolex culture, almost everyone has a story of stepping on a landmine when it comes to a watch’s authenticity. I can speak from personal experience. The very first vintage Rolex watch I purchased almost 18 years ago was a Rolex GMT-Master Ref. 1675. This was the second GMT-Master the brand created, following up on the iconic Ref. 6542, which is immediately recognized by its luminous Bakelite bezel. As I had heard about the fragility of those bezels, I decided to focus on the very first timepiece that followed, which was the 1675, featuring pointed crown guards (PCG), and the OCC designation for Officially Certified Chronometer. Around 1959, the brand introduced the Caliber 1565, but the text on the dial only became “Superlative Chronometer Officially Certified” post 1960, first quarter. So, the exact configuration with the OCC dial was rare and all came from the same pre-1960 period.

I had purchased this watch from an individual who was at the time revered as one of the great authorities in vintage Rolex culture and had even written an impressive hardcover book on the subject. The watch even came with his own certificate of authenticity, which he had printed out on his HP inkjet printer and laminated. What he didn’t expect was that I would send the watch to a well-reputed watchmaker in Texas named Bob Ridley, who would inform me that not only was the timepiece damaged, the acrylic crystal had been forced into a deformed bezel. Also, the watch had been cobbled together from different watches, as the case number came from a much later timepiece. Getting the seller to take the watch back was met with immense resistance, and it took years for him to even attempt to rectify the situation. I was so disheartened by this entire experience that it almost put me off vintage Rolex forever. Even to this day, I am circumspect about the subject matter.

A vintage Rolex Daytona, emblematic of the complexities and risks collectors face in the secondary market (Credit: Rolex Certified Pre-Owned)

At the time, Rolex never got involved in the verification of watches. Back then, if you had brought your watch in to be serviced and it was discovered to be fraudulent, it would have been either rejected or even confiscated. This was a real pity because one of the most compelling unique aspects about all mechanical watches, and in particular Rolex watches, is that they endure indefinitely and somehow gain even more relevance and beauty as they age.

Rolex Submariner “Hulk,” illustrating how modern classics may one day enter the vintage canon (Credit: Rolex Certified Pre-Owned)

Says auctioneer extraordinaire Aurel Bacs, “What I love about vintage Rolex is that these were watches that were created to be uniform objects, but the passing of time and their interactions with their owners makes every one of these a unique timepiece. Some can patina and age to become absolutely beautiful. Of course, their longevity also speaks immense volumes about their innate quality.”

What I love about vintage Rolex is that these were watches that were created to be uniform objects, but the passing of time and their interactions with their owners makes every one of these a unique timepiece.”

– Aurel Bacs, Senior Consultant of Phillips Auction House

The idea that Rolex, working with its authorized retailers, is finally coming into the vintage space to authenticate, restore and warranty watches in this category is simply extraordinary. “And while they might have been overly zealous in refurbishment in the past, it appears that they are evolving in their thinking, as evidenced by the incredible 6542,” says Masood.

Indeed, all Rolex really needs to do is put together a small team of vintage experts, the dream job for anyone obsessed with vintage Rolex culture, and they could easily become the only reliable source for 100-percent authentic vintage watches. Of course, some vintage dealers might bristle at this statement, but that’s because it’s in their own interest to try to cling on to their “authority” in this space. Ultimately, however, it’s a losing battle. For Rolex to take a dominant position in vintage through RCPO is the equivalent of Ferrari’s Officine Classiche, which painstakingly authenticates, restores, certifies and warranties its own vintage cars.

A selection of Rolex models within the Certified Pre-Owned ecosystem, signaling the brand’s growing authority across both modern and vintage markets (Credit: Rolex Certified Pre-Owned)

A Flight to Safety and the Value Retention of Rolex

One thing we can agree on today is that the only certainty is “uncertainty.” The current global environment has led to a very clear flight to safety for consumers in terms of where to put their money. This is the reason gold and silver have reached staggering levels recently, which brings up the question, “Are Rolex watches as good as gold when it comes to an uncertain investment environment?” Although as a watch lover, I’m not thrilled with the word “investment,” I didn’t want to end this article without discussing the value retention of Rolex watches. This is a subject that most journalists, watch experts, auctioneers and influencers steer clear off, always sticking to the adage, “buy with your heart.” I believe that you should only buy what genuinely speaks to you on a deeply emotional level. But with information on secondary values readily available, the reality of value retention is an important subject. And, yes, in my opinion, Rolex watches are a good investment and probably a great one if you take into the account the pleasure you derive from wearing it, even as it sits on your wrist retaining or even appreciating in its value. Let’s talk about why, from my perspective — but as objectively as possible — Rolexes are a sound investment.

Long-term price trends across key Rolex references (2016–2026), highlighting sustained value growth alongside cyclical market corrections (Credit: WatchCharts)

Firstly, Rolex watches are only increasing in popularity. If we believe the Boston Consulting Group’s survey results, yes, Rolex has managed to capture the hearts and minds of Gen Z. Secondly, Rolex’s designs are perennial, as evidenced by the enduring culture of vintage Rolex watch collecting. Indeed, unlike the fashion world, where a discontinued item might lose its relevance and value, many of Rolex’s discontinued models have appreciated in both relevance and value. Ten examples of these references are featured in the following charts, with data based on research by EveryWatch.

This leads me to reason number three, which is the durability and appeal of Rolex. This stems not only from their perennial designs, but also from consistent market leadership for more than 75 years and a sterling reputation for reliability. Reason number four is that Rolex’s global lineup is filled with iconic models. While many watch brands may have one or two signature models, Rolex has seemingly countless icons, including the Explorer, GMT-Master, Submariner, Sea-Dweller, Sky-Dweller, Land-Dweller, Daytona, Day-Date, Datejust and many more.

A selection of Rolex timepieces on display, reflecting the brand’s enduring design language and its portfolio of iconic models that have defined generations of watchmaking (Credit: Rolex Certified Pre-Owned)

The final reason for Rolex watches’ appeal as investments is that, like the immortal Scottish warrior Connor MacLeod in Highlander, Rolex watches are everlasting, which is down to their absolutely insane level of quality. I used to joke that I always wear a Rolex when I get on the plane because, God forbid, if that plane goes down and I need a watch to rely on to survive, my one and only choice is a Rolex. All these reasons are part of why if you look at any Rolex over, let’s say, a 10-year period, it will essentially retain its value and, in most cases, will even appreciate.

Looking at the charts generated by EveryWatch, which plot the secondary market values of key Rolex models, we can ascertain that over a 10-year period, from 2016 to 2026, a Rolex Submariner Date in stainless steel, Ref. 16610, appreciated from USD 6,008 to USD 9,555 an uptick of 59.04 percent. A Rolex Submariner “Hulk” with a green dial, green ceramic bezel and stainless steel case, Ref. 116610LV, appreciated from USD 16,628 to USD 29,227 in a decade, representing a 75.7 percent increase. Rolex’s much-coveted Daytona in stainless steel, Ref. 116520, went from a secondary market value of USD 13,200 in 2016 to USD 21,993, appreciating 66.54 percent in the last decade. A Rolex Milgauss in stainless steel, Ref. 116400GV, went from USD 3,855 to USD 14,395 in ten years, representative of a 273.5 percent appreciation. Even a standard two-tone Datejust Ref. 16233 went from USD 3,172 in 2016 to USD 6,743 in 2026, charting a 112 percent appreciation.

There was definitely a buying opportunity throughout 2023 to 2024, when secondary prices bottomed out following the post 2021 to 2022 bubble, but as these charts show you, they have solidified and are now on the upswing.

Understanding all this, and now that Rolex Certified Pre-Owned has entered the conversation and is quietly revolutionizing the secondary market, a consumer can choose from any Rolex model that is two years or older, and find it immediately with a full factory-backed guarantee for authenticity, quality and reliability. Even better, the in-store experience of purchasing an RCPO watch is on par with buying a new watch. And throughout it all, you have Rolex telling you, “Don’t worry, we’ll always take care of you.” With all this in mind, is there really any other choice?