Rolex has been relentlessly increasing its Licensed Pre-Owned (CPO) program. At the very least 33 licensed sellers around the globe are actually on board, and over 3,600 watches are on provide with official Rolex CPO tags and a two-year worldwide assure.
The massive three within the Rolex CPO are Bucherer in Europe and Bucherer | Tourneau in the US, Watches of Switzerland on either side of the Atlantic and The 1916 Firm, a merger of WatchBox, Govberg Jewelers, Radcliffe Jewelers and Hyde Park Jewelers in America.
The 1916 firm, drawing on WatchBox’s expertise and scale within the pre-owned watch commerce, launched Rolex CPO with watches priced properly under these of rivals below this system, demonstrating that retailers, not Rolex, have been the Costs will probably be set.
Morgan Stanley, in collaboration with WatchCharts, in contrast how retailers set their Rolex CPO costs and the way these costs evaluate to broader market costs from sellers exterior the Rolex tent.
The examine, up to date on January 8, exhibits vital variations between retailers, with The 1916 Firm charging a mean 17% premium for official Rolex CPO watches in comparison with items that don’t endure the Rolex-backed servicing and authentication course of on the broader secondary aspect have gone via market.
The Watches of Switzerland Group expenses a 33% premium over market costs within the UK and a 39% premium in its showrooms and on its e-commerce web site within the US.
Bucherer in Europe and Bucherer | Tourneau in the US expenses 30% greater than unofficial market costs for its Rolex CPO watches.
Though the evaluation of three,600 watch costs represents a major pattern measurement, Morgan Stanley’s examine highlights the wide selection of references included on this pool.
Not solely are there over a dozen collections within the Rolex catalog, every assortment additionally has numerous variations, and in relation to the Rolex CPO market, the watches might be from any 12 months so long as they’re greater than three years previous.
