With more than a million Rolex watches entering circulation each year, the brand also has to figure out what to do when they come back. Since 2022, the growing Certified Pre-Owned program adds to that demand, including for watches less than five years old. CPO watches come with a two-year guarantee, requiring servicing as more are traded in. Few people know what components will be made at Rolex’s new Bulle manufacture, but one thing is certain: it will include a hub for Rolex World Service, a sign of the growing need facing the biggest luxury watch brand.
Rolex’s strategy is to push more servicing to local retailers and develop on-demand services outside the brand’s own service centers. Rolex says it has established guidelines for retailers to help speed estimates, maintenance and repairs, while promoting services such as polishing. It is launching for the first time an After-Sales Service Polisher program, a three-month course training specialists for retailer workshops, alongside its existing 18-month watchmaker program. The share of customer servicing performed by retailer watchmakers is growing, the brand says, and is reaching nearly half (49%) of all servicing operations. “The brand’s objective is to offer more local services, thereby ensuring shorter lead times through a streamlined process,” Rolex said.
Rolex also wants to streamline when parts need to be replaced, a decision usually left to the watchmaker. It keeps spare parts available in Geneva for up to 35 years after production ends and can make some parts to order for collectors’ watches. Now it plans standardized rules for replacing individual components, reducing the need for new parts. “These principles will be fully defined by 2030 for all serviced models,” Rolex said.