Rolex Redefines the Luxury Pre-Owned Market: The Shift to Certifying Watches as Young as Two Years Old
Rolex, the undisputed leader in the global luxury watch industry, has long stood as a symbol of precision, prestige, and timeless craftsmanship. Since its founding in the 1920s in Geneva, Switzerland, the brand has captured the hearts of watch enthusiasts worldwide, not only for its iconic designs but for the status it represents. Whether in sports arenas or everyday life, a Rolex watch has become synonymous with achievement, refinement, and success.
Today, however, the company is once again redefining itself and the luxury watch market by expanding its Certified Pre-Owned (CPO) program, allowing for the sale of Rolex watches as young as two years old. This marks a significant shift in the brand's approach, opening up a new chapter for both the company and its consumers.
In a bold move, Rolex has announced that it will now certify second-hand watches that are just two years old for its CPO program, down from the previous minimum age of three years. This change, which went into effect in May 2025, has already begun to make waves in the market.
While seemingly a subtle alteration in the policy, it represents a fundamental shift in how Rolex is positioning itself within the burgeoning pre-owned watch sector. Watches from 2023 are already eligible, allowing authorized dealers to offer a more diverse selection of pre-owned timepieces.
Rolex’s decision to lower the age requirement comes as demand for high-quality second-hand watches has skyrocketed, particularly in markets like Europe and the United States. According to the brand, the shift to a two-year threshold reflects the growing desire for Rolex timepieces that are still in near-new condition but available at a premium due to their status in the secondary market.
Since the introduction of the CPO program in December 2022, followed by a U.S. launch in 2023, this new policy is expected to increase Rolex’s reach and strengthen its hold over the second-hand market.
For collectors and consumers, this policy change is monumental. Previously, only Rolex watches that were three years old or more could enter the CPO program. Now, many models from 2023 are available for certification, including popular and rare references that were once excluded.
This move makes it easier for customers to purchase relatively new Rolex watches through the CPO program, which offers peace of mind in terms of authenticity, quality, and warranty. Each certified pre-owned Rolex comes with a two-year service guarantee, further ensuring that buyers get a product that meets the brand’s high standards.
This adjustment not only benefits customers but also opens up significant opportunities for Rolex’s authorized dealers. Under the CPO program, authorized dealers can now sell watches that may have previously been diverted to non-affiliated second-hand sellers. This is particularly important in the context of rising demand for second-hand Rolex watches.
Data from WatchCharts, a leading source for tracking secondary market prices, reveals that Rolex CPO dealers charged an average premium of about 30% in the second quarter of 2025 compared to non-CPO retailers.
High-end authorized dealers such as Bucherer and Tourneau, which are owned by Rolex, as well as the 1916 Company and Watches of Switzerland, are seeing significant growth in CPO sales.
In fact, some of the hottest pre-owned Rolex models now being sold under the CPO program include pieces from 2023. One standout is the 2023 GMT-Master II Ref. 126720VTNR, featuring the iconic green and black bezel and left-hand crown design, often called the “Sprite” by collectors. This model is being listed for $17,250 at Henne Jewelers in Pittsburgh.
Meanwhile, in the UK, a 2023 Cosmograph Daytona Ref. M116503-0004 in two-tone yellow gold and Oystersteel is priced at £17,950 (roughly $24,212) at Pragnell. These examples show a premium of approximately 9.4% over prices for the same model from non-CPO dealers.
The Certified Pre-Owned program has been a game-changer for the secondary market, not just in terms of sales volume, but also in the way consumers now perceive the value of pre-owned Rolex timepieces. With approximately 8,500 Rolex CPO listings worldwide across 227 stores, the program’s reach is rapidly expanding. The total sales for Rolex CPO watches reached $120 million in the second quarter of 2025, further solidifying its impact on the luxury watch sector.
The success of Rolex’s CPO initiative is also particularly evident in major markets like the United States. In cities like New York, Los Angeles, and Miami, Rolex watches are more than just a luxury item; they are seen as symbols of wealth, success, and status.
The CPO program has provided consumers in these markets with greater access to authenticated, high-quality pre-owned pieces. For example, Bucherer, one of the main retailers involved in the program, has seen its sales surge since introducing the Rolex CPO initiative in 2023.
This policy adjustment also benefits collectors, as it opens up access to sought-after limited-edition models that have already become rare in the secondary market. A prime example is the 2023 GMT-Master II “Sprite” model, which has generated significant buzz among collectors due to its distinctive design and relatively low availability.
By incorporating it into the CPO program, Rolex ensures that its value remains high and that collectors can still obtain this coveted model with the assurance of authenticity and quality.
Rolex’s long-standing reputation extends far beyond just the watches themselves. The brand’s ability to align itself with world-renowned athletes, celebrities, and prestigious events like the Wimbledon tennis tournament and Formula 1 has cemented its place as a leader in luxury.
Iconic figures such as David Beckham, James Harden, and Roger Federer have all been associated with Rolex, further reinforcing the brand's connection to success and elite status.
As the demand for second-hand luxury goods grows, especially in the Western markets, Rolex’s expansion into the CPO sector is perfectly timed. With an increasing number of consumers seeking premium, pre-owned watches, the company is positioning itself to cater to this demand while maintaining its reputation for quality and exclusivity.
For many consumers, the CPO program offers a more affordable entry point into the world of Rolex ownership without sacrificing the brand's signature quality and authenticity. The growing trend of collecting luxury timepieces as an investment has also played a key role in the success of this program.
The introduction of the CPO program and the decision to lower the age threshold for eligible watches reflect a larger shift in the way luxury brands approach the secondary market. Rolex’s strategic pivot is not just about capitalizing on current trends but also ensuring that it remains at the forefront of the luxury watch industry for years to come. As consumer behavior continues to evolve, with more emphasis on sustainability and value retention, Rolex is setting a new standard for what pre-owned luxury can be.
In conclusion, Rolex’s expansion of its Certified Pre-Owned program is a clear signal of the brand’s commitment to innovation and adaptability. By lowering the eligibility age for CPO watches and working closely with authorized dealers, Rolex is tapping into the thriving pre-owned market, offering consumers more options while preserving the brand's renowned heritage.
With a steady demand for high-end second-hand watches, especially in major markets like Europe and North America, this move ensures that Rolex will continue to dominate both the new and pre-owned luxury watch sectors for years to come. The brand has truly set the bar for the future of luxury watch collecting.