The change, although seemingly small in terms of time period, marks a significant shift in the parameters of watches eligible for CPO and will give authorized dealers access to more inventory that may have previously been sold to unaffiliated second-hand watch sellers. Authorized Rolex dealers participating in the CPO program, which began in 2022, charge a premium for previously-owned watches that are officially certified as genuine and authentic by the brand and include a two-year service guarantee.
Data compiled by WatchCharts, which tracks prices on the secondary market, shows that Rolex CPO dealers charged an average premium of about 30% during the second quarter of 2025 for similar second-hand Rolex models compared to non-CPO dealers. The top Rolex Certified Pre-Owned dealers include Bucherer and Tourneau, which are owned by Rolex. The 1916 Company and Watches of Switzerland, which owns and is the parent company of Hodinkee, also feature in this list.
