In a stunning turn of events, Rolex’s Certified Pre-Owned (CPO) program has wreaked havoc on the watch market in the United Kingdom. The highly coveted CPO watches have made their way into the hands of two renowned retailers, Watches of Switzerland and Goldsmiths, effectively shutting out independent dealers. Brace yourselves as we uncover the controversial details that have sent shockwaves through the industry.
Unsurprisingly, the notoriety of the CPO program reached new heights when luxury powerhouse Rolex made the audacious decision to purchase Bucherer. As the first major multi-brand retailer to carry Rolex CPO watches, Bucherer was undoubtedly seen as a threat to the exclusivity of the program. Now, with the legendary brand behind the wheel, the stakes have never been higher.
But it doesn’t end there. Across the Atlantic, the American branches of Watches of Switzerland have already taken the plunge into the treacherous waters of the CPO program. In fact, insider sources have leaked that Watches of Switzerland’s vintage subsidiary, Analog/Shift, has resorted to desperate measures, approaching dubious gray market dealers to dispose of their aging inventory. The ruthless motive behind this move? Allegedly, Rolex has imposed stringent regulations on boutiques carrying its CPO watches, forbidding the sale of any pre-owned or vintage Rolexes that don’t bear the prestigious CPO tag. Oh, and let’s not forget that Rolex has also decreed that watches younger than three years old are absolutely ineligible for certification. No exceptions.
Now, like a tempest flooding the shores, the CPO watches are set to storm the British Isles. The inaugural U.K. locations to showcase the coveted timepieces will be Watches of Switzerland’s opulent Knightsbridge and Regent Street establishments in London, along with their boutique in the vibrant city of Brighton. Goldsmiths will also join the battlefield, featuring the CPO treasures in their Nottingham and Sheffield’s Meadowhall stores. But fear not, for the true watch aficionado can still embark on their treasure hunt online. Brace yourself for a jaw-dropping selection, as Watches of Switzerland’s U.K. website offers an opulent 41 mm Day-Date II in lustrous 18-karat Everose gold priced at a staggering £41,950 (approximately $57,200). And if that doesn’t make your heart skip a beat, feast your eyes on the meticulously crafted 40 mm Rolex Daytona in Oystersteel, a mere £23,950 (around $30,000).
Prepare for a revolution in the U.K. watch market as Rolex’s CPO program leaves a trail of shattered dreams and displaced dealers in its wake. The battle for supremacy has just reached unprecedented heights, and the casualties are mounting. Hold tight, for the tides are changing, and only the resilient will survive.
