Watches / The Desk
Rolex Certified Pre-Owned Sales Do Not Dictate Secondary Market Resale Prices
Authorised dealer transactions accounted for a fraction of the broader secondary market, leaving independent dealers and auction houses to set the baseline for actual valuations.
Rolex's Certified Pre-Owned program has established a massive retail footprint, but secondary-market pricing remains driven by decentralised dealer networks rather than factory-set mandates. The Swiss watchmaker’s initiative, launched under chief executive Jean-Frédéric Dufour, attempted to bring structure to a historically opaque secondary market by authenticating and pricing used timepieces through its retail…
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