Articles and News

Rolex Addresses Rumors: New Production Facilities, Certified Pre-Owned Program, and More March 21, 2023 (0 comments)

Genève, Switzerland--Rolex, the iconic luxury watchmaker, has long been the subject of speculation and intrigue. With upcoming new releases scheduled for March 27, rumors about the company's production and pre-owned program continue to swirl.

[Image via Creative Commons]

An interview by Hodinkee addresses key questions and provides answers gleaned from inside sources.

Is Rolex increasing production by establishing temporary facilities? Rolex has planned three temporary installations in the Swiss canton of Fribourg in preparation for a new production site in Bulle. This move is part of a long-planned process to address product shortages rather than a sudden decision in response to rising demand.

How many watches will be produced with the increased capacity? Rolex has not disclosed exact numbers, but any increase in production is expected to benefit customers and retailers.

What about Rolex's Certified Pre-Owned (CPO) Program? The CPO program allows pre-owned watches to coexist with new products in a retail environment, with prices often higher than the manufacturer's suggested retail price (MSRP). Official Rolex Jewelers determine the prices, which may vary from boutique to boutique.

Is there an age limit for the CPO program? There is no age limit for watch eligibility for the program, but they must be at least three years old.

Will Rolex replace parts on watches submitted for CPO certification? The criteria for servicing a watch in the CPO program are similar to those for any Rolex owner. If a part needs to be replaced, the customer must give consent.

Are CPO watches displayed alongside new models in stores? CPO watches are displayed separately from new models to avoid confusion.

How long has the CPO program been in development? The report noted that Rolex declined to comment on the program's development timeline.

Are special-order watches eligible for the CPO program? Watches commissioned by corporate entities, COMEX, and others are eligible as long as they are genuine and over three years old.

Will CPO Rolexes be sold in new Rolex boxes or with specified packaging? CPO watches will be sold with specific packaging, including a special pouch. If a watch is sold to the retailer with its original box, it can be resold with it.

Link to the report.