(Photo credit: Rolex)
Rolex launched the Certified Pre-Owned program in Dec. 2022 for the official purpose of bringing “added value to the existing supply of pre-owned Rolex watches,” Rolex said.
The “RCPO” program — as it was rebranded last month — has experienced notable growth, increasing by 300% over the past year and expanding its footprint to 217 storefronts and 7,500 RCPO listings, WatchCharts reported earlier this month.
Meanwhile, the number of people who say they are likely to buy a pre-owned timepiece has doubled between 2020 and 2024, according to Deloitte’s latest survey.
(Data: Deloitte)
Still, purchasing a used watch from a Rolex boutique doesn’t always capture the same air of success, sophistication and exclusivity the brand is known for. But for Rolex, the pre-owned program now serves a greater purpose — it represents a new standard for sustainable luxury and a step forward in embracing the principles of the circular economy.
“This initially commercial initiative is now fully in line with the brand’s approach to sustainability, which aims to give its products already in circulation on the market a second lease of life,” Rolex said on its website. “This approach reflects the Perpetual philosophy: the tireless pursuit of excellence and a long-term commitment to future generations.”