Rolex's Grip on Used Watches: The CPO Program's Impact

The market for pre-owned Rolex watches, once a decentralized and sometimes unpredictable space, has been transformed by the brand's entry. In 2022, Rolex introduced its Certified Pre-Owned (CPO) program, allowing authorized retailers to sell second-hand models authenticated and serviced by Rolex itself. Each CPO watch comes with an official seal and a two-year warranty, bringing a new level of assurance to buyers.

This strategic move has rapidly grown, now accounting for 10% of the estimated $5.8 billion global Rolex secondhand market. In 2025 alone, certified pre-owned sales generated $594 million. This burgeoning CPO segment offers a perceived 'new' buying experience for used luxury watches, prompting discussion on whether luxury brands are indeed dominating their own secondary markets.

The proliferation of counterfeit Rolexes, estimated to be around half of all fake luxury watches, provides crucial context for the CPO program's development. The iconic Rolex crown and designs like the Submariner and Daytona are frequent targets for convincing replicas. The secondary market, with its online marketplaces and private sales, has historically been a prime channel for these fakes to circulate, making authentication a significant challenge.