By Ashley Davis
Roberto Coin, whose rings are pictured, is one of seven brands partnering with TrueFacet to sell its pre-owned items.
New York—Online marketplace for pre-owned jewelry and watches TrueFacet is taking an extra step to ensure the authenticity of their pieces.

Launched this week, the company’s new brand-certified category will feature pre-owned pieces supplied directly by the brands that made them. Each item is inspected and refurbished by its respective manufacturer, which then verifies it with a certificate of authenticity and gives it a one-year warranty.

TrueFacet is the first online seller of jewelry and watches to provide brand-authorized items, the company said, in an effort to make the selling process as transparent as possible and to increase consumer confidence.

“Our brand certified pre-owned program continues TrueFacet’s core mission to bring transparency to a formerly opaque industry, ultimately benefiting both our partners and shoppers,” CEO and co-founder Tirath Kamdar said.

“Like never before, brands can regain control and maintain their exclusive brand positioning within the secondary market. On the consumer side, customers can shop for highly desirable, authentic pre-owned designer pieces that have been verified, refurbished and warrantied directly by their favorite brand and offered at an incredible value.”

20180824 TrueFacet insertThe Zenith El Primero Chronomaster Open Grande Date Moon Phase timepiece. Zenith is one of seven exclusive TrueFacet partners to launch its brand-certified pre-owned category.
The company is launching the category with seven partners that will sell pre-owned items exclusively through TrueFacet: Ernst Benz, Frederique Constant, Fabergé, Fendi Timepieces, Raymond Weil, Roberto Coin and Zenith.

TrueFacet said the partnership is beneficial for the manufacturers as it allows them to participate in another area of the market while maintaining brand integrity.

Thierry Collot, the U.S. brand director of Zenith, commented, “We at Zenith are happy to be part of the launch of TrueFacet’s brand certified pre-owned program. The innovative business approach is a very exciting concept where watch buyers will gain access to Zenith pre-owned timepieces in a safe, informative and respectable environment.”

TrueFacet will continue to inspect and valuate brand-certified items internally as well, making sure products are competitively priced. The company will also continue to provide its own purchase warranty, in addition to each brand’s warranty.

TrueFacet said it has been successful in targeting millennials thus far—its average customer is 35, and 28 percent of sales are to customers under 30—and its brand-certified category should continue to bolster consumer trust.

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