Rolex’s Certified Pre-Owned program, launched at the end of 2022 through Bucherer boutiques, is now estimated to generate $1 billion by 2027. The piece traces how the scheme evolved, noting that Rolex watches can now be sold after just two years instead of three under the updated rules introduced in May 2025.
Why it matters (interpretation): This points to Rolex turning a once-disruptive idea into a major business line, which could further legitimize brand-run pre-owned sales and reshape pricing dynamics in the secondary market.