Rolex ADs to sell USED watches. Why? Rolex "Certified Pre-Owned" program

[@brightonfour8698]

This will all backfire for Rolex.

[@jonathansmith283]

one ROLEX AD I visit in nyc - has been doing this for a few years. I was able to purchase a YM - slate dial new , and there were a dozen or so pre owned in another case. I hope it helps - will it ??? you understand the CPO - lets see how it rolls out ~. JDS/CT

[@matports_live]

Basically nothing is going to change - this just gives the authorised dealers the opportunity to have more stock of Rolex on hand to potentially sell and use as leverage to get on the coveted 'list' (if such a thing even exists) for a brand new hot Rolex reference. It will be interesting to see how much uptake this CPO program gets once it's further rolled out around the world - it should be particularly advantageous for the UK market and several markets across Asia who've had zilch in the display cases now for over three years (barring exhibition pieces which are only a relatively new thing given that stores have been closed during lockdowns at times in 2020 and 2021). When the customer asks "why is this pre-owned Cermit/Pepsi/Panda more expensive than a brand new fresh out of the factory piece"? The answer = "sir, this is what we have for sale right now and the prices are dictated by the market forces and our pre-owned certification process costs (a lot of work goes in to guaranteeing the authenticity of these beautiful pre-loved pieces). If you would like to buy a brand new shiny watch, please let me show you to our Tudor/Omega/Breitling/Tag/GP cases. If you would like to buy any of our available pieces today, and are still interested in a brand new Rolex down the track, we might be able to get you something in 5-10 years time... Meanwhile, here is my card so please feel free to come back and purchase more of our amazing available pieces and maybe some jewellery for the wife/girlfriend as well".