Rolex launched the Certified Pre-Owned program in December 2022, initially at a handful of Bucherer stores in Europe, and launched in the United States in 2023. WatchCharts estimates that there are now approximately 8,500 Rolex CPO listings worldwide, sold by 116 retailers across 227 doors, with total sales of $120 million in the second quarter of 2025 and an average premium of around 30% compared to similar listings from non-Rolex CPO retailers.

Data compiled by WatchCharts shows that Rolex-owned Bucherer retailers in Europe charged the highest average premium for Rolex CPO watches, with prices averaging a 42% premium compared to non-Rolex CPO dealer prices, as of July 5. Average prices for Rolex-CPO watches at the U.S.-based 1916 Company were the lowest, at about 16%, according to the data. Rolex has said it allows official dealers to independently set prices for Rolex CPO watches and has no control or influence over each retailer’s prices.