WSJ -Rolex Tries to Beat Watch Flippers at Their Own Game

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But it seems to work for them. It is a powerful name.
 
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Weird no mention of Tournea /Bucherer
 
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Weird no mention of Tournea /Bucherer
I guess because they are considered authorized retailers, no different than 1916 Co. or Watches of Switzerland. All the certified pre-owned warranties are backed by Rolex.

gatorcpa
 
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This program is a real problem because it's done in such a piecemeal way, coming from the ADs and not the brand. Not only are the prices of the certified pre-owned watches absurd, but they are often a hodgepodge of parts, including occasional fake/aftermarket parts. Most ADs simply do not have the expertise to sell collectible vintage Rolex.
 
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The point of the article is that there are at least two (maybe the two that paid WSJ for placement - I put nothing past a Murdoch owned media outlet) independent A/D’s who have been backed by a Rolex warranty.

I take it that to mean that a certified pre-owned purchased under this program will be repaired by the Rolex factory if something goes wrong.

https://www.rolex.com/en-us/buying-a-rolex/rolex-certified-pre-owned

I was on a cruise a few weeks ago and the store there was selling “certified pre-owned” Rolex, but I’m pretty sure those did not carry a Rolex warranty. So you still need to be careful and ask questions.

gatorcpa
 
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Unless you just have to have a new/pre-owned Rolex this is a brand that watch collectors just need to stay away from. The funny games and shenanigans have been going on for years and Rolex isn't making it any better. The last time I was in the main Bucherer store in Luzern (in May) no Rolex's were available for sale, the salesguy asks if he could help me and I said, 'you have no watches available to sell me', to which he replied, 'we have some pre-owned', meaning over retail, overpriced, used Rolexs. There are plenty of people willing to play the game and pay any price to get a particular Rolex, I just refuse to pay their asking price for a watch that is average in most respects. But the name has an extraordinary effect on people's ability to rationalize the purchase.
 
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Makes me wonder if pieces going above MSRP will be making their way to the pre-owned dealers off the bat.

During the peak of their hype our local dealer had a “used” GT4RS with 17km on the clock along with several other similarly un-driven cars for sale as they don’t permit ADM in Australia, it would be highly convenient for Daytonas to just he “used” with the stickers still on.
 
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I guess because they are considered authorized retailers, no different than 1916 Co. or Watches of Switzerland. All the certified pre-owned warranties are backed by Rolex.

gatorcpa

Except Rolex Owns Bucherer and Tournea
 
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In the UK I was under the impression that the Rolex Certified pre-owned watches were authenticated and serviced by Rolex (St James) prior to being offered for sale.
Thats what I was told when I tried a few on at the AD I use (Mappin and Webb). Isn’t that why they have the cream service card etc as that is issued by Rolex, not by the AD?

The prices are way over market and they’ve all been polished as obviously that’s what the average person in the street wants, so they’re not for me.
 
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Except Rolex Owns Bucherer and Tournea
So? Bucherer, Mayors (WoS) and 1916 among others are listed as pre-owned dealers on Rolex’s website.

My understanding is that Tourneau no longer exists, at least in the U.S. All former Tourneau stores have been rebranded as Bucherer.

gatorcpa
 
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My understanding is that Tourneau no longer exists, at least in the U.S. All former Tourneau stores have been rebranded as Bucherer
That's my understanding as well. I think that's been the case since around 2018.
 
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That's my understanding as well. I think that's been the case since around 2018.
As of last month the South Coast Plaza location in Southern California was still branded Tourneau ( last time I was there), the website shows its changed though.
 
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Makes me wonder if pieces going above MSRP will be making their way to the pre-owned dealers off the bat.

During the peak of their hype our local dealer had a “used” GT4RS with 17km on the clock along with several other similarly un-driven cars for sale as they don’t permit ADM in Australia, it would be highly convenient for Daytonas to just he “used” with the stickers still on.
To my eyes that is what the main Rolex AD is doing in NL. Schaap en Citroën carry a lot of "pre-owned" Rolex.....all at ridiculous prices, and a lot of it looking pretty much new or 12 months old.
 
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To my eyes that is what the main Rolex AD is doing in NL. Schaap en Citroën carry a lot of "pre-owned" Rolex.....all at ridiculous prices, and a lot of it looking pretty much new or 12 months old.
They are brand new. From what I have understood, these watch are the one who were on display in the Boutique. After couple of months, these watch are labeled pre owned and so can be sold accordingly ( i mean at a higher price based on the 'grey market'). This is a brilliant move from them.
 
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Again, there must be two different types of pre-owned being sold by AD’s. Ones on the Rolex approved system need to be at least 3 years old i think.
Selling a nearly new watch as pre-owned stinks of trying to profit from those watches that sell above rrp.
 
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They are brand new. From what I have understood, these watch are the one who were on display in the Boutique. After couple of months, these watch are labeled pre owned and so can be sold accordingly ( i mean at a higher price based on the 'grey market'). This is a brilliant move from them.
Brilliant for who?
 
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After couple of months, these watch are labeled pre owned and so can be sold accordingly ( i mean at a higher price based on the 'grey market'). This is a brilliant move from them.
Are you sure that this dealer is a real AD for Rolex? Seems to me that Rolex would act quickly to pull the franchise from dealers who would directly compete with them on pre-owned Rolex.

gatorcpa
 
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Are you sure that this dealer is a real AD for Rolex? Seems to me that Rolex would act quickly to pull the franchise from dealers who would directly compete with them on pre-owned Rolex.

gatorcpa
Apparently it is a real AD for Rolex.
 
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Are you sure that this dealer is a real AD for Rolex? Seems to me that Rolex would act quickly to pull the franchise from dealers who would directly compete with them on pre-owned Rolex.

gatorcpa

I think the distinction is used /pre owned and certified pre owned.