Rolex doubles pre-owned revenue to €330 million via certification program

Rolex has seen significant success with its ‘Rolex Certified Pre-Owned’ (RCPO) program, which launched in late 2022. Market reports indicate that sales of certified pre-owned watches in the first half of 2026 grew by more than 100% compared to the first half of 2025, with revenue reaching €330 million.

The program’s growth is attributed to its strict quality control measures. Authorized dealers are only permitted to sell used models that have been personally inspected and certified by Rolex, providing an official guarantee to buyers.

Despite the premium cost—with prices in the United States reported to be 13% to 32% higher than those on unregulated marketplaces—demand remains high. Popular models such as the GMT-Master II and Submariner continue to drive the market, with sales of the used GMT-Master II rising by 60% following its discontinuation from current production.