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Rolex Announces Its Official Certified Pre-Owned Programme

fiberguy
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TheGreekPhysique TheGreekPhysique
The more likely result would be, instead of just the hands and bezel replaced with service parts, they would replace everything including the dial and polish the case further devalue the watch.

I believe I read that they plan to do very little to the watch, only enough to ensure a 2 year warranty.
Copied from Fratello "The Rolex CPO label does not mean that Rolex will service each watch. Rather, it means that the brand has checked whether the watch is authentic and in such a condition that it can be guaranteed two years of international warranty. A vintage or pre-owned watch with period-incorrect hands will not be brought back to its original state. If these hands have been replaced by a Rolex Service Center, meaning they are genuine Rolex hands, Rolex will still certify the watch."
 
blufinz52
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If I were in the market for say a 114060, and found one at a grey dealer for $11K and one at an AD for the same price, I'd go with the Rolex AD and get the 2 year Rolex warranty.
 
Dan S
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Larry S Larry S
This is a high end Jeweler with multiple locations. (armed guards in body armor welcome you before the staff do). Rolex is their flagship brand. They are a Rolex Authorized Service Center. We didn’t discuss specific references just 50’s/60’s/70’s.

50s and 60s, definitely true. 70s is at the margins, and it's hit or miss what parts Rolex will provide. But a big operation may just not want to deal with the uncertainty and just sends anything they deem "vintage" back to Rolex.
 
Larry S
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Dan S Dan S
50s and 60s, definitely true. 70s is at the margins, and it's hit or miss what parts Rolex will provide. But a big operation may just not want to deal with the uncertainty and just sends anything they deem "vintage" back to Rolex.
That rings true. She said the cut off can vary with reference. Got the impression also that Rolex calls the shots though. She was telling me that she’s had battles with her service center concerning maintaining vintage integrity on older watches.
 
Togri v. 2.0
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It’s “Breaking news” at Hodinkee. Is it really that big? I read “Breaking” and thought someone had made a watch that could hold your wiener when you need to take a piss or something or similar importance. Really disappointed to learn that it is just Rolex making a move on pre-owned. What a bummer
 
gbesq
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Larry S Larry S
That rings true. She said the cut off can vary with reference. Got the impression also that Rolex calls the shots though. She was telling me that she’s had battles with her service center concerning maintaining vintage integrity on older watches.
It's really a shame too because there are many really beautiful vintage Rolex references that would continue to reflect favorably on the brand if Rolex would just provide parts instead of insisting on transforming them into new watches or, worse, refusing to service them at all. This is where I see a fundamental difference between Rolex and Swatch/Omega. Most of my collection is composed of 1950s Omegas and my watchmaker rarely has a problem getting parts for any of them. Properly maintained, they continue to be accurate, reliable and, it goes without saying, a joy to wear and to glance at for the time.
 
janice&fred
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bananapeanut bananapeanut
Being able to purchase a certified pre-owned 5513 that way would be amazing.

What's so amazing about a vintage watch updated with service dial, hands, bezel insert, etc? The warrantee? Like a 3xxx series movement is difficult or expensive to get repaired if it konks out? Chances are one is gonna hve to pay Rolex twice what an independent watch dealer wants for an all original example.
 
gatorcpa
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gbesq gbesq
It's really a shame too because there are many really beautiful vintage Rolex references that would continue to reflect favorably on the brand if Rolex would just provide parts instead of insisting on transforming them into new watches or, worse, refusing to service them at all.
From what I'm reading here, I think a number of people are misconstruing this CPO program. First, I don't think that Rolex has any interest in refurbishing vintage watches.

My guess that these CPO watches will be late model, 5 years old or less. This seems to be more about controlling the grey market for newer pre-owned watches and expanding the entry-level customer base than anything else.

I would be surprised if they would put the CPO designation on a 10 year old watch regardless of condition. For one thing, Rolex used to be in the habit of destroying vintage parts once a caliber had been discontinued for a number of years. So I think all the big-bucks double red-line Submariner and Paul Newman Daytona owners should be safe.

The Rolex Boutique near me (run by Mayors - which is owned by Watches of Switzerland) has had a similar CPO program for many years. Mayors has a large repair shop that I believe is factory authorized for a number of brands, including Rolex. This is probably true at a lot of the larger AD's around the world. I don't know if under this new program whether refurbishment is going to be done locally with Rolex providing parts, or only at the Rolex operated repair facilities in the US or elsewhere.

I think the main difference is going to be that the warranty will be backed by Rolex internationally. If there is a problem with a CPO watch, you can take it to any authorized Rolex repair shop, regardless of where it was purchased.
gatorcpa
 
bananapeanut
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janice&fred janice&fred
What's so amazing about a vintage watch updated with service dial, hands, bezel insert, etc? The warrantee? Like a 3xxx series movement is difficult or expensive to get repaired if it konks out? Chances are one is gonna hve to pay Rolex twice what an independent watch dealer wants for an all original example.

I totally get your point. I think that's because you're a vintage expert but for most people the fear of buying a watch with fake parts on it, even maybe a fake case is something that prevents them from going vintage. I can live with service dial, hands and bezel knowing that the entire watch is at least made of genuine Rolex parts. Service parts are not ideal but it's the lesser of two evils.
 
JwRosenthal
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gatorcpa gatorcpa
From what I'm reading here, I think a number of people are misconstruing this CPO program. First, I don't think that Rolex has any interest in refurbishing vintage watches.

My guess that these CPO watches will be late model, 5 years old or less. This seems to be more about controlling the grey market for newer pre-owned watches and expanding the entry-level customer base than anything else.

I would be surprised if they would put the CPO designation on a 10 year old watch regardless of condition. For one thing, Rolex used to be in the habit of destroying vintage parts once a caliber had been discontinued for a number of years. So I think all the big-bucks double red-line Submariner and Paul Newman Daytona owners should be safe.

The Rolex Boutique near me (run by Mayors - which is owned by Watches of Switzerland) has had a similar CPO program for many years. Mayors has a large repair shop that I believe is factory authorized for a number of brands, including Rolex. This is probably true at a lot of the larger AD's around the world. I don't know if under this new program whether refurbishment is going to be done locally with Rolex providing parts, or only at the Rolex operated repair facilities in the US or elsewhere.

I think the main difference is going to be that the warranty will be backed by Rolex internationally. If there is a problem with a CPO watch, you can take it to any authorized Rolex repair shop, regardless of where it was purchased.
gatorcpa
It’s fun to speculate and poke fun at Rolex, but I agree- it’s probably going to be modern watches only for which they still stock parts. The independent AD’s have been doing pre-owned Rolex for decades, this is just the factory boutiques getting a slice of that pie now which keeps them flush in stock while they wait for new product.
I think the only ones getting hurt by this are the AD jewelers who now have to compete with Rolex boutiques to fill their “estate” cases.
 
effovex
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So, at the end of the day, what does this mean for the avg Joe (non whale, non VIP) Rolex buyer?

Is CPO just another stepping stone that one would need to buy to “prove” their allegiance to Rolex for the chance to buy a new piece at MSRP?


Why would anyone (with half a brain) want to buy a 3 year old watch for *more* money than a new one?

Again, it goes back to who is the CPO avenue really going to benefit at the end of the day?

I think enthusiasts will suffer yet again.
 
JwRosenthal
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effovex effovex
So, at the end of the day, what does this mean for the avg Joe (non whale, non VIP) Rolex buyer?

Is CPO just another stepping stone that one would need to buy to “prove” their allegiance to Rolex for the chance to buy a new piece at MSRP?


Why would anyone (with half a brain) want to buy a 3 year old watch for *more* money than a new one?

Again, it goes back to who is the CPO avenue really going to benefit at the end of the day?

I think enthusiasts will suffer yet again.
What they do is never for enthusiasts- we aren’t their target demographic, and that’s fine.
I think of Rolex much as I do Universal, Bulova, Zodiac, Eterna- all brands that either died or don’t resemble their former selves. There are no new parts available for the models I own, no factory service available for the models I own, and the companies have all but disavowed their older products. Although I find it amusing to watch the shit-show that is all things Rolex, they offer nothing to me as a consumer in either new products or support for the older.
At this point, I really couldn’t give two shits what their next master plan may be- they have been dead to me for years.
 
Larry S
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JwRosenthal JwRosenthal
What they do is never for enthusiasts- we aren’t their target demographic, and that’s fine.
I think of Rolex much as I do Universal, Bulova, Zodiac, Eterna- all brands that either died or don’t resemble their former selves. There are no new parts available for the models I own, no factory service available for the models I own, and the companies have all but disavowed their older products. Although I find it amusing to watch the shit-show that is all things Rolex, they offer nothing to me as a consumer in either new products or support for the older.
At this point, I really couldn’t give two shits what their next master plan may be- they have been dead to me for years.
That is an interesting perspective.
 
Dan S
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effovex effovex
Why would anyone (with half a brain) want to buy a 3 year old watch for *more* money than a new one?

Why do you think that will be the case? I think the benefits are quite clear for the casual consumer who wants to feel secure buying a pre-owned Rolex.
 
JwRosenthal
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Larry S Larry S
That is an interesting perspective.
I really don’t understand why people are outraged by them anymore- it’s like chasing after a dismissing narcissist. They have clearly expressed they aren’t interested, why would one keep wanting their attention!
 
gatorcpa
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effovex effovex
Is CPO just another stepping stone that one would need to buy to “prove” their allegiance to Rolex for the chance to buy a new piece at MSRP?
I think that is doubtful, but possible. Or at least have the requirements be consistent between AD's. It does take the AD's out of the equation of setting rules for eligibility if Rolex goes down this road..

effovex effovex
Why would anyone (with half a brain) want to buy a 3 year old watch for *more* money than a new one?
I believe that this is an attempt by Rolex to control 2nd hand watch pricing, but not necessarily to have CPO watches be priced higher than new ones.
effovex effovex
Again, it goes back to who is the CPO avenue really going to benefit at the end of the day?
I think it will benefit consumers, as they will know what they are buying and at least have some factory warranty. I think it will benefit Rolex in that there will be a larger low end market for Rolex. At the end of the day, for $6K, would you rather have an Omega Seamaster that loses 20% or more of value when you walk out the door, or a CPO Rolex that historically retains its value, even if used?

I don't think you are going to see a lot of the real "hot" sports watches and chronographs on this CPO program. It's more likely to be the OP's and Datejusts that are being traded in for these models.
gatorcpa
 
pdxleaf
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Does this mean Bucherer will sell CPO and non-CPO watches?

For their non-CPO, do they not stand by their product? Is there a chance of fraudulent parts? Do they not still offer a one year warranty (like my local dealer?)

It sounds like people are buying a factory extended warranty for the used watch. It makes sense for Rolex or any company to get into that market, even though it's a waste of money for the buyer.

This is just another example of a lot of people having more money to burn than I do. More power to them, I guess.
 
airansun
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JwRosenthal JwRosenthal
There are no new parts available for the models I own, no factory service available for the models I own, and the companies have all but disavowed their older products. Although I find it amusing to watch the shit-show that is all things Rolex, they offer nothing to me as a consumer in either new products or support for the older.
At this point, I really couldn’t give two shits what their next master plan may be- they have been dead to me for years.

Agreed. Why would one want a newer Sub?

B9294837-EFD2-4C21-BAFA-BF35FD991216.jpeg


Effectively, these are corporate orphans.

(We needed a watch photo, right?)
 
JwRosenthal
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airansun airansun
Agreed. Why would one want a newer Sub?

B9294837-EFD2-4C21-BAFA-BF35FD991216.jpeg


Effectively, these are corporate orphans.

(We needed a watch photo, right?)
Exactly! There is no support or parts availability from the manufacturer- they would rather you just buy new product and incinerate these.
And that’s fine- they have made their position very clear. We are the ones wanting them to be something they aren’t.
 
Aroxx
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JwRosenthal JwRosenthal
I really don’t understand why people are outraged by them anymore- it’s like chasing after a dismissing narcissist. They have clearly expressed they aren’t interested, why would one keep wanting their attention!
For exactly that reason. The elusive object of desire. The harder it is to get, the more people want it. They give you no information and keep you guessing. Never responding to the criticism or whatever else. The more they withdraw the more people desire them. Rolex are masters at playing human nature. Yes, I’m currently reading Robert Greene lol. Read “The Law of Covetousness” the other day and the whole time was just thinking of Rolex.
 
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