WatchesApr 04, 2023
Here’s Everything New Rolex Has to Offer in 2023WatchesMay 10, 2023
Rolex Begins U.S. Rollout of Certified Pre-Owned Program
Tourneau/Bucherer is now selling certified pre-owned Rolexes in its stores and online, with Watches of Switzerland to follow this summer.
After launching in Europe in late 2022, Rolex’s Certified Pre-Owned program has come to the United States. Pictured here is a Rolex GMT Master with the tag that comes with each certified secondhand Rolex sold. (Image courtesy of Tourneau/Bucherer)
New York—The watch brand widely regarded as the most popular in the world has launched its new Certified Pre-Owned program in the United States.
Rolex announced the official U.S. rollout of the program last week, starting with the same retailer that piloted the program in Europe, Bucherer (known as Tourneau/Bucherer in the U.S.).
Tourneau/Bucherer, which has more than 35 retail locations in America, said it is selling certified pre-owned Rolex watches in select stores across the country, including its TimeMachine flagship store at 57th Street and Madison Avenue in New York.
The watches also are available on the retailer’s website.
Rolex first announced it would begin certifying pre-owned watches and allowing its authorized retailers to sell them in late 2022.
Watches must be at least three years old to be certified and circulated back into the market, with individual retailers—not Rolex—setting the prices on the secondhand market.
As of Tuesday afternoon, the used Rolex watches available on the Tourneau/Bucherer website ranged in price from $4,000 for circa 2002 stainless steel 26 mm Rolex Date with a pink dial to $88,000 for a Day-Day 40 in platinum with a blue dial, circa 2015.
The oldest watch available on the site was a Rolex Submariner from 1985.
Related stories will be right here …
Rolex announced the official U.S. rollout of the program last week, starting with the same retailer that piloted the program in Europe, Bucherer (known as Tourneau/Bucherer in the U.S.).
Tourneau/Bucherer, which has more than 35 retail locations in America, said it is selling certified pre-owned Rolex watches in select stores across the country, including its TimeMachine flagship store at 57th Street and Madison Avenue in New York.
The watches also are available on the retailer’s website.
Rolex first announced it would begin certifying pre-owned watches and allowing its authorized retailers to sell them in late 2022.
Watches must be at least three years old to be certified and circulated back into the market, with individual retailers—not Rolex—setting the prices on the secondhand market.
As of Tuesday afternoon, the used Rolex watches available on the Tourneau/Bucherer website ranged in price from $4,000 for circa 2002 stainless steel 26 mm Rolex Date with a pink dial to $88,000 for a Day-Day 40 in platinum with a blue dial, circa 2015.
The oldest watch available on the site was a Rolex Submariner from 1985.
Following this month’s launch at Bucherer/Tourneau in the U.S., Rolex certified pre-owned watches will be available at Watches of Switzerland this summer.
Rolex said the program will continue to expand to other Official Rolex Jewelers in the future.
A company spokesperson did not provide an exact timeline for the wider rollout but said it is “now available for all jewelers to consider and evaluate for their own participation.”
The program is limited to Official Rolex Jewelers. Retailers interested in joining the program should discuss it with their Rolex sales manager, the spokesperson said.
Watches of Switzerland is not releasing information on a launch date or specific number of stores for the Rolex pre-owned rollout at this point, saying only, “The Watches of Switzerland Group has a proven record of in-house expertise and performance within the vintage and pre-owned categories fortified by the acquisition of Analog Shift in 2020.
“Watches of Switzerland looks forward to continuing to provide best-in-class services to its valued clients inclusive of the newly introduced Rolex certified pre-owned initiative.”
Retail partners participating in the program will receive a Rolex Certified Pre-Owned plaque to display in their stores and will be able to provide a new two-year international guarantee with each watch sold. The guarantee card serves as an official certificate of authenticity.
Each certified pre-owned Rolex also comes with a seal attached.
“We are pleased to provide clients the opportunity to experience the innovation and excellence of the Rolex brand through the Certified Pre-Owned program, allowing us to showcase the uncompromising quality and durability our watches are known for,” Rolex Watch U.S.A. President and CEO Luca Bernasconi said.
“We attest to the extensive lifespan of our timepieces and that they are crafted to be passed on from generation to generation.”
More on Watches
The Latest
FinancialsMay 17, 2024
Richemont Appoints Van Cleef & Arpels’ Nicolas Bos as New CEOThe announcement coincided with its full-year results, with growth driven by its jewelry brands.
FinancialsMay 17, 2024
Watches of Switzerland’s Fiscal-Year Sales Flat Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Recorded WebinarsMay 17, 2024
Watch: Preparing for Trade Show SuccessJewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
AuctionsMay 17, 2024
Piece of the Week: Cartier’s Ring-Tailed LemurThis little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
ColumnistsMay 16, 2024
The PR Adviser: What the Designer Should’ve DoneLilian Raji gives advice to designers on how to make the most of great publicity opportunities.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
ColumnistsMay 15, 2024
Squirrel Spotting: Why Retailers Struggle to Fire BrandsWhy do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
