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Rolex Announces Its Official Certified Pre-Owned Programme

effovex
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Dan S Dan S
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.

From my understanding, the CPOs will be priced above MSRP at the market value (I may be incorrect, only have one reference point from an AD)

Based on that assumption, I would imagine the casual buyer to be critical of the options: older watch for market cost or new watch for less I.e MSRP.

The casual buyer would probably want to pay MRSP and get a new watch rather than market cost for a used watch. (This was what my hyperbole of half a brain was referring to)

However, I definitely see the benefit for folks who want an authentic, warranty backed Rolex now (obviously having it be used) from an AD in the form of a CPO as opposed to something more risky from the Gray Market.

I mean, heck, I would be open to purchasing vintage 4 digit pieces from an AD if it meant coming with warranty and authenticity for a reasonable price (pipe dream though).
 
pdxleaf
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Rolex has always been a bit of a flex watch.

Even in 1974 when I was more interested in Chevy vs Ford and Canon vs Nikon and even though I knew nothing of watches (not entirely true, I thought of Seiko as a good brand because my dad brought one home from Vietnam), I had been conditioned to think of Rolex has the "it" watch.

They were cheaper back in the good old days and you could walk in a store and buy one, but we were still influenced by the hype.
 
JwRosenthal
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Aroxx Aroxx
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.
And although I understand it, it baffles me. I have always been someone who makes my desires a reality and sets realistic goals. I don’t “dream”, I plan and make it happen or just realize it’s not a reality for me.
I have always been repulsed by people who play games- I’m sure as shit not going to take that from a retailer.
 
effovex
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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?)

Hey if Rolex started offering 4 digits like these with warranty for **under** MSRP of the current 6 digit Sub and SDs, I'd be all for it! 😉
 
gatorcpa
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effovex effovex
Based on that assumption, I would imagine the casual buyer to be critical of the options: older watch for market cost or new watch for less I.e MSRP.
MSRP is academic if new watches are not available.
gatorcpa
 
jjen
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They are also issuing a crytocurrency called "RLX" that you can use to buy their preowned watches at a 0.05% discount
 
chiefenergy
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IMHO the market may resemble the certified pre-owned car model. Similarly, Rolex MAY allow dealers to mark up their NEW pieces as is done in the car industry. My guess is prices rise for new and pre-owned pieces!
 
Jockywilson1
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I think it’s a land grab on Rolex’s part for the secondary market. For every second hand Rolex that’s sold, Rolex get nothing back, but if Rolex certify a watch, adds a 2 year warranty and say gets £500 for the pleasure, that’s £500 more than nothing. I guess it’ll be a program run out of ADs, and it will be the AD certifying the watch, it’s effectively what they already do but without have a little green Rolex tick. Can’t see it having any impact on independent jewellers/ eBay, and I doubt will do much to prices at all.
 
chiefenergy
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IMHO the market may resemble the certified pre-owned car model. Subsequently, Rolex MAY allow dealers to mark up their NEW pieces. My guess is prices rise for new and pre-owned pieces!
 
Kraal90
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DaveK DaveK
Plus, an annual subscription to use the lume 👍
Depending on how much you pay it will shine brighter!
 
JwRosenthal
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Duracuir1 Duracuir1
Someone posted this on the Canadian Forum. This must be someone’s joke right? Rolex would not advertise this way?
A01940A0-0D6E-4FA6-9186-51B84E53474A.jpeg
Fine print: Posted against my usual rules of gentlemanly conduct. Was waiting for @JwRosenthal to post it but he has failed miserably.
I’ve always been of the mind that things get better with age and experience brings expertise. We are talking about watches still, right?
 
mydeafcat
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If I ever buy a Rolex (not likely), OF would be my Official Certified Pre-Owned Programme.
 
JwRosenthal
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mydeafcat mydeafcat
If I ever buy a Rolex (not likely), OF would be my Official Certified Pre-Owned Programme.
Worked for me!
A449C5C1-873C-4438-9BFF-8589166D756A.jpeg


And I was able to keep my dignity.
 
JwRosenthal
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mydeafcat mydeafcat
We are talking about watches still, right?
There used to be a time when the AD’s would lavish you with compliments, flat champagne and potential sexual favor (gender indifferent) to sell you a watch. The roles should never be reversed.
 
p4ul
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JwRosenthal JwRosenthal
There used to be a time when the AD’s would lavish you with compliments, flat champagne and potential sexual favor (gender indifferent) to sell you a watch. The roles should never be reversed.


The rest of you…”Brace yourself”.
 
effovex
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p4ul p4ul
The rest of you…”Brace yourself”.

‘Got the call’ posts will be a little bit more questionable.

“I was able to get a new Rolex at an AD after having to *REDACTED* *REDACTED* with the Sales Manager using my *REDACTED* on top of *REDACTED* behind the dumpster. It was totally worth it. My *REDACTED* is only a little bit sore*.”
 
gbesq
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effovex effovex
‘Got the call’ posts will be a little bit more questionable.

“I was able to get a new Rolex at an AD after having to *REDACTED* *REDACTED* with the Sales Manager using my *REDACTED* on top of *REDACTED* behind the dumpster. It was totally worth it. My *REDACTED* is only a little bit sore*.”
And as I’ve said many times, for a mass produced, mid-tier luxury watch with no sophisticated complications. Remarkable the power of advertising.
 
SC1
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gbesq gbesq
And as I’ve said many times, for a mass produced, mid-tier luxury watch with no sophisticated complications. Remarkable the power of advertising.

Nike
McDonald's
Apple
Starbucks
Coca-Cola
Rolex

Advertising is everything.
 
rcs914
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effovex effovex
‘Got the call’ posts will be a little bit more questionable.

“I was able to get a new Rolex at an AD after having to *REDACTED* *REDACTED* with the Sales Manager using my *REDACTED* on top of *REDACTED* behind the dumpster. It was totally worth it. My *REDACTED* is only a little bit sore*.”

This was the dumpster behind the Wendy's right?
 
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