Rolex Certified Pre-Owned Program

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TSD
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Rolex Certified Pre-Owned Program

Post by TSD » Thu Dec 01, 2022 4:49 am

Sticking it to the greys :shrug:
Rolex announced a Certified Pre-Owned Program, which rolls out to certain ADs, and gives a 2 year factory warranty apparently for watches more than 3 years old. Curious to see how the ADs dive into valuations and what impact this has on vintage Rolex.

https://monochrome-watches.com/industry ... programme/

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Bob1035
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Re: Rolex Certified Pre-Owned Program

Post by Bob1035 » Thu Dec 01, 2022 7:06 am

Very interesting! I'm not in the market unfortunately, but I'd be very curious to see how CPO pricing works out, compared to greys and retail.

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Re: Rolex Certified Pre-Owned Program

Post by rockmastermike » Thu Dec 01, 2022 7:36 am

Rolex Or ADs are going to have buy stock to put stock in cases. assuming they don’t have a supply of 2yr old watches laying around.
I don’t think sellers will sell at less than market value meaning the AD will have to sell above that to make money.

Right? scratch:

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TSD
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Re: Rolex Certified Pre-Owned Program

Post by TSD » Thu Dec 01, 2022 10:09 am

rockmastermike wrote:
Thu Dec 01, 2022 7:36 am
I don’t think sellers will sell at less than market value meaning the AD will have to sell above that to make money.

Right? :scratch:
Right. I don’t see how this works to my benefit, unless I can trade my used Rolex for some new unobtanium at list price. :rolleyes:

Let’s say I have a 3 year old 116500 Daytona that’s selling for $25k-$30k on the grey market. If Rolex is trying to get some CPO stock and hurt the greys, does the AD offer me $14,500 (current list price on a new one) or more than that? Maybe it works if I can trade towards a new reference that they wouldn’t otherwise grab from the safe and sell to me.

I guess it depends on the endgame Rolex chose here.

Edit: just checked the CPO prices, and they’re all a couple grand higher than the greys. Lol
https://www.bucherer.com/uk/en/rolex-ce ... -pre-owned
Last edited by TSD on Thu Dec 01, 2022 11:55 am, edited 2 times in total.

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toxicavenger
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Re: Rolex Certified Pre-Owned Program

Post by toxicavenger » Thu Dec 01, 2022 11:18 am

Sounds like the makings of a shit show for AD’s.

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Panerai7
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Re: Rolex Certified Pre-Owned Program

Post by Panerai7 » Thu Dec 01, 2022 11:44 am

Way to take this out of luxury car business playbook. CPO is an old concept.

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MDF
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Re: Rolex Certified Pre-Owned Program

Post by MDF » Thu Dec 01, 2022 12:14 pm

I just want to upgrade my 114060 to the 124060 without much hassle and I don’t want to spend a fortune, any ideas?
Regards,

Mark

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Re: Rolex Certified Pre-Owned Program

Post by Chocodove » Thu Dec 01, 2022 2:40 pm

MDF wrote:I just want to upgrade my 114060 to the 124060 without much hassle and I don’t want to spend a fortune, any ideas?
Sell the 114060 privately now, wait as grey 124060 prices continue to fall enough to meet the current delta, buy 124060. Or try to get lucky with an AD, which seems to be more common these days.

That’s all I got :)
- Todd

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Re: Rolex Certified Pre-Owned Program

Post by jswing » Thu Dec 01, 2022 5:54 pm

According to someone on WUS, the Bucherer's CPO sites are live, and prices are about 10% over Chrono 24 listings. If this is true, it just means that Rolex and the ADs are going to pocket the markup instead of gray dealers. It could effectively make it even more difficult to get a Rolex at list. I guess time will tell. I'm glad I've got the one Rolex I really want.

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Re: Rolex Certified Pre-Owned Program

Post by r.palace » Thu Dec 01, 2022 6:58 pm

jswing wrote: It could effectively make it even more difficult to get a Rolex at list. I guess time will tell. I'm glad I've got the one Rolex I really want.

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Re: Rolex Certified Pre-Owned Program

Post by MDF » Thu Dec 01, 2022 8:56 pm

Chocodove wrote:
Thu Dec 01, 2022 2:40 pm
MDF wrote:I just want to upgrade my 114060 to the 124060 without much hassle and I don’t want to spend a fortune, any ideas?
Sell the 114060 privately now, wait as grey 124060 prices continue to fall enough to meet the current delta, buy 124060. Or try to get lucky with an AD, which seems to be more common these days.

That’s all I got :)
Thanks - probably the best I can do.
Regards,

Mark

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Re: Rolex Certified Pre-Owned Program

Post by hoppyjr » Thu Dec 01, 2022 9:34 pm

jswing wrote:According to someone on WUS, the Bucherer's CPO sites are live, and prices are about 10% over Chrono 24 listings. If this is true, it just means that Rolex and the ADs are going to pocket the markup instead of gray dealers. It could effectively make it even more difficult to get a Rolex at list. I guess time will tell. I'm glad I've got the one Rolex I really want.

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This and same.

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Re: Rolex Certified Pre-Owned Program

Post by Bob1035 » Fri Dec 02, 2022 3:49 am

:banghead:

So it's basically like CPO cars over the last couple of years where a 3 year old CPO on the lot was significantly more expensive than a brand new coming from the factory?

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Re: Rolex Certified Pre-Owned Program

Post by r.palace » Fri Dec 02, 2022 9:46 am

Some dudes get their panties in a twist about everything this dude posts but this sums up my thoughts on the matter.

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jswing
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Re: Rolex Certified Pre-Owned Program

Post by jswing » Fri Dec 02, 2022 10:12 am

r.palace wrote:
Fri Dec 02, 2022 9:46 am
Some dudes get their panties in a twist about everything this dude posts but this sums up my thoughts on the matter.

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Well, sometimes what he says is technically true, but the guy is a world class douche bag. He's been banned on WUS for a while, I take it he's still allowed on TRF, which seems odd because they seem less tolerant even than WUS.
Last edited by jswing on Fri Dec 02, 2022 10:26 am, edited 2 times in total.

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Re: Rolex Certified Pre-Owned Program

Post by jswing » Fri Dec 02, 2022 10:18 am

I had a chance to check for myself, and sure enough the CPO prices are even worse than current gray prices. Here's a Submariner 114060 for $17,000. It's not even the latest model - apparently only watches 3 years and older can be CPO, which I guess this is supposed to keep ADs from just selling new watches as used to command the higher price. I mean on one hand I get it, why should gray dealers make more money than the Rolex AD, but on the other hand, this CPO program does nothing to help the consumer. It helps Rolex ADs, as Ralph pointed out in the previous post. I'm glad I already have the one Rolex I'm really interested in, because I'm not playing the game any more.

I think the only real solution is to raise MSRP to the point that supply = demand, which also won't make the consumer happy, but it'd solve the problem.

https://www.bucherer.com/rolex-certifie ... 406-7.html

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Rolex Certified Pre-Owned Program

Post by hoppyjr » Fri Dec 02, 2022 10:01 pm

It seems the Rolex solution to the complaints about grey sellers is simply as the TRF guy said; give the AD’s a chance to get in on the action. Heck, now they can find “friends” and sell them watches, buy back at a small premium, then do a legit resale at a larger margin than the new piece was originally. It’s a huge win for AD’s and yet another way to fuck the end user.

If Rolex didn’t already have somewhat of a “douchebag” image it surely will now.

I like my Sub and probably should have kept my OP41 and 14060, but I doubt I’ll buy another Rolex.

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