In 2025, sales growth reached 204%.
According to estimates from the platform Every Watch, in 2025, sales volume of the Rolex Certified Pre-Owned program reached $590 million. This is 204% more compared to the previous year.
Experts believe this is not a cyclical phenomenon, but a structural shift in the secondary market for Rolex watches. For many years, the gray market operated independently of the brand. Today, part of this market is integrated into the official sales network under controlled standards.
The key point of the Every Watch report: the growth of sales of certified pre-owned Rolex watches is driven by an increase in the number of transactions, not rising prices. In many segments, prices continued to normalize after peaking in 2021-2022. Three factors have driven the growth:
- More dealers are participating in the program than at the start in 2022-2023. Model availability has improved. Geographic coverage has expanded. Certified pre-owned watches are no longer a niche product.
- Customers are confident in the authenticity of the product. The gray market always involves certain risks. Counterfeits, replaced parts, and unclear service histories create uncertainty, even for experienced buyers. Rolex CPO eliminates these risks through authenticity verification and an official 2-year warranty.
- The buyer's psychology has changed. Collectors value transaction transparency and official documentation more. The buyer's focus has shifted from speculation to long-term ownership. Watches in the Rolex CPO program cost more than on the gray market, but people are willing to pay for transaction security.
The top three best-selling models in the Rolex CPO program are:
Every Watch data indicates that the most active participants in the Rolex CPO program are collectors aged 35 to 65. This demographic group generally possesses greater purchasing power and is focused on long-term ownership of watches.
Two trends can be highlighted in the behavior of such buyers:
- Portfolio formation. Since the Rolex CPO program reduces the risk of encountering a counterfeit, collectors tend to buy not just one model, but several at once.
- Attention to the condition of the watch. The condition of the watch is becoming an increasingly important factor when purchasing. The standardized evaluation by Rolex CPO allows the buyer to choose the best from several specimens of the same model.
Overall, the report notes that the pre-owned Rolex watch market is becoming more transparent and structured.