Rolex Certified Pre-Owned (CPO) is becoming an increasingly significant part of the luxury-watch resale market. According to a Morgan Stanley analysis drawing on WatchCharts data, reported by WatchPro on 15 October 2026, the programme generated an estimated US$229 million in sales during the third quarter of 2026.

What the figures actually say

WatchPro reports that the estimated quarterly figure was 61% higher than in the same quarter of 2025 and 30% above Q2 2026. The analysis estimates around 10,300 certified watches sold in the quarter and approximately US$550 million in sales over the first nine months of 2026. These are third-party estimates, not audited sales figures published by Rolex.

Why certification matters in pre-owned watches

A manufacturer-backed pre-owned programme changes the buying proposition by putting authentication, inspection and a formal retail framework at the centre of a second-hand transaction. Buyers still need to compare condition, provenance, pricing and programme terms. Certification is valuable, but it does not mean every listed watch offers the same financial value.

What this means for independent watchmakers

Growth in certified resale illustrates the commercial importance of trust and after-sales support. Independent watch brands operate in a different segment, but the principle carries across: transparent product information, reliable service and a credible relationship with customers matter long after the initial purchase.

What to watch next

The key questions are whether CPO growth remains strong, how price premiums change relative to comparable non-certified watches and how the dealer network expands. A single quarterly estimate should not be mistaken for a guaranteed full-year outcome.

Our independent perspective

At EP – Eduardo Pimenta Watches, we hand-assemble watches in Switzerland and believe thoughtful design, mechanical craftsmanship and personalisation deserve attention at every level of watchmaking. Explore our independent watch collection.

Independent editorial coverage. EP Watches is not affiliated with, endorsed by, sponsored by or an authorised retailer of any brand discussed in this article.

Sources

WatchPro, 15 October 2026 — Morgan Stanley / WatchCharts Q3 estimates. For brand-authorised imagery, consult Rolex’s official website and request written permission for the specific files.