Rolex CPO watches at Bucherer’s in Geneva. (Photo: Rolex)
The Datejust collection is leading Rolex’s Certified Pre-Owned market, well ahead of the Submariner, GMT-Master and Daytona; that’s according to the latest WatchCharts and Morgan Stanley report released Thursday.
The Datejust’s lead — more than double the sales of any other Rolex model in the past three months alone — is the latest sign that CPO buyers might skew more mainstream than collectors. It may also reflect higher trade-in rates rather than demand alone. After all, the Datejust remains Rolex’s most versatile line, with both the deepest supply and the widest resale market, from younger first-time buyers to retirees.
Estimated 3Q25 sales volume and median price for global Rolex CPO inventory by collection. (Data: WatchCharts / Morgan Stanley)
Despite a volatile economic backdrop marked by war on Europe’s borders, a strong franc, higher gold prices, stagnation in China and weakening consumer sentiment, retailers’ participation in Rolex’s CPO program continues to expand, up more than 300% in the past year, according to WatchCharts.
Today, more than one-sixth of Rolex’s global retail network offers CPO pieces, mostly in Europe and the United States, with stores also in the UAE, South Africa, Lebanon, Hong Kong, and Japan. The U.K. leads per capita, with more certified pre-owned watches relative to its population than any other market, more than double Germany’s ratio and triple that of the U.S.