Rolex Certified Pre-Owned could reach $1 billion by 2027

First reported

Italian Watch Spotter · 6 Nov 2026, 17:09 UTC

Found by WristBible

6 Nov 2026, 17:09 UTC

Sources

1

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.

Summary written by WristBible's AI editor from the publishers' reporting (originally in Italian). “Why it matters” is interpretation, not confirmed reporting.

Coverage

• Italian Watch SpotterRolex verso il miliardo di dollari: il boom del Certified Pre-Owned(IT)6 Nov 2026, 17:09 UTC