The rolex has recently sent a message that the certified pre-owned program, launched at the end of 2022, will lead to significant adjustments. Previously, the rolex watch was extremely hot in the market, and some of the hot models were even heavily inverted in the secondary market. In an effort to curb the risk of diversion from the secondary market, the rolex introduced the second watch certification scheme, which explicitly requires participation in a second-hand watch to be purchased by the original watch owner for more than three years before participating in the official second-hand table certification (cpo) scheme. The change is that the customer's time to purchase a watch has changed from three years to two years of resale before he can be certified as an official second-hand watch。
The second watch certification scheme for rolexes addresses the authenticity and post-sale maintenance of the common rolex by providing official certification and two-year warranties. More deeply, this is aimed at enhancing the mobility of the rolex watch and enhancing brand control over the second-hand market. As we all know, second-hand watches do not have uniform manufacturing and sales standards, as is the case in the new scale, and prices are very uniform and transparent. Second-hand watches, however, tend to be more flexible in terms of price, depending on the state of the watch and market conditions. The second watch certification scheme of the rolex is designed to back up the second-hand rolex watch on the market to influence the price of the second watch, thereby supporting the price system of the new rolex watch。
A reduction of one year would certainly speed up the flow of labour second-hand watches by changing the threshold of the official certified second-hand watch (cpo) scheme from three years to two years of customer purchase。
It is well known that the greatest pain in the second-hand watch industry is hypocrisy and quality. For consumers, the second watch certification scheme (cpo) allows consumers to purchase officially certified second-hand watches that enjoy official quality assurance, which undoubtedly increases the ability of the rolex to circulate in the second-hand watch market. Specifically, the second watch certification scheme, which provides proof that second-hand watches sold by specialized retailers are genuine, and the second-hand watch certification “rolex certified pre-owned” by specialty retailers who sell second-hand watches are displayed in the shop to ensure that these watches are tested by highly skilled experts in the brand and by professional procedures that meet the stringent quality standards that are consistent and consistent with the latter's watch, not only to ensure that the watch is genuine, but also to make sure that the watch continues to walk with precision and to fill the risk gaps that were common to past non-official second-hand transactions。
There may also be some curiosity about the origin of the second watch (cpo) certification watch, unlike the brand-new table, which is distributed by the latter through the production, testing and retailer, and the second watch, which businesses need to recover from individual consumers, so a set of procedures is not as simple as we thought. In the scheme launched by the rolex as early as the end of 2022, it was made clear that the rolex distributor involved in the rolex certified pre-owned project needed to discover the source of the second-hand watch and pay for it for inspection and maintenance, and that the sale price of each second-hand watch could be determined by the distributor itself。
Why did the rolex launch this plan? As we all know, almost all the rolex watches are sold, and even today, when the domestic watch industry is generally down, many of the rolex watches are still popular. Then why are we in the field of second-hand watch deeper? While it may be argued that the rolex wants a piece of the burgeoning second-hand watch market, the fact that the only place where the rolex is profiting from this whole scheme is the cost of repairing and certification sent by retailers, which is a good source of money for other brands and institutions, is that second-hand watch business is nothing more than a poignant business relative to the size of the rolex’s business today and the huge sales available. We therefore believe that the second watch scheme of the rolex is not intended to make money, but rather to gain a more effective grasp of the quality of the rolex's circulation on the market and its closer connection to consumers。
All second-hand rolex watches sold by a rolex authorized distributor are subject to an official two-year warranty worldwide。
While rolex values the quality of products and services, second-hand rolex markets are full of second-hand rolex lists from all sources. Second-hand rolex markets have absolute authority, some of which exceed the liquidity of gold, but second-hand rolex watches that brands cannot control consumers are consistent with rolex brand standards. It is therefore conceivable that the rolex would want consumers to ensure high-level quality and service, whether by buying a new watch or a second-hand watch, and that the second-hand watch scheme of the rolex would just fill the second-hand market niche, after all, the rolex model would only authorize retailers and not a straight-door shop。
The second watch certification scheme offers the opportunity for the rolex to further ensure that consumers enjoy the same quality and service, regardless of whether they purchase a new or second watch。
Moreover, while every rolex watch is sold by a distributor with a magnetic note on the security card so that the rolex knows when and where it is sold, this is all that the rolex knows about the whereabouts of its products, and the second watch certification scheme will bring the rolex closer to knowing what happens to his consumers. For example, they can learn from the second watch certification scheme which model is sold more frequently or more quickly by the buyer, and which watch is better marketed by the second-hand market。
The reduction of the original three-year period for the holding of official certified watches to two years was actually a smart market strategy. The fact that distributors now have the opportunity to incorporate these “young tables” into the official system, thereby increasing the stock and sale of their certification forms, while controlling prices for the second-hand watch and using these officially certified forms as anchors in the market, largely supports the new price system of the list。
Second-hand watch sales are much more complex than the new ones, which will increase the operating costs of distributors and possibly the prices of sales。
It is worth noting that while the threshold for certification has been eased, other standards remain stringent, whether for authenticity, maintenance quality, appearance testing or after-sales services, all of them are implemented in accordance with the constant high specifications of the rolex。
However, according to published data from the outside media, the average watch premium for a rolex cpo distributor is about 30 per cent higher than the non-conformity premium, and consumers pay additional costs for the triple guarantees of “official certification”, “goods guarantee” and “two-year warranty”, but the premium is not fixed and is related to the market environment in the region, for example, in the united states and even in asia. This also highlights the fact that the rolex gives distributors full autonomy to price their certificates。
As more top brands begin to focus on the strategic value of the second-hand watch market, including the official certification of the second-hand watch programme in jiang si danton, it is believed that in the future, the second-hand watch market will become more regulated and healthy, while also driving the entire watch industry。
