What You Should Know About Rolex Production Increases And The Certified Pre-Owned Program

The speculation regarding Rolex never ends. What will be its future release? How does the company's new pre-owned program work? Is it purposely limiting output in order to increase demand for its products? We don't know all we'd want to know - after all, this is Rolex, where royal silence is part of the mythology - but we now know enough to provide an update.

What You Should Know About Rolex Production Increases And The Certified Pre-Owned Program

The speculation regarding Rolex never ends. What will be its future release? How does the company's new pre-owned program work? Is it purposely limiting output in order to increase demand for its products? We don't know all we'd want to know - after all, this is Rolex, where royal silence is part of the mythology - but we now know enough to provide an update.

1. Is it true that Rolex is boosting output via three temporary manufacturing sites to fulfill increased demand?

Rolex is developing three temporary facilities in the Swiss canton of Fribourg in preparation for the new manufacturing facility in Bulle (also in the canton of Fribourg).

Yet, Rolex did not make this choice on the spur of the moment, but rather as the first step in a much broader and well-planned process. Demand has been strong for some time, so it's not as though Rolex executives recently realized that most of their watches can't be purchased at retail. Product shortages are not a macabre business plan, but rather an accepted difficulty for a firm that makes money selling watches at retail.

In any case, the permanent location in Bulle is still some years away. As a result, the ramp-up will be significantly faster with these temporary locations.

1. Is it true that Rolex is boosting output via three temporary manufacturing sites to fulfill increased demand?

Rolex is developing three temporary facilities in the Swiss canton of Fribourg in preparation for the new manufacturing facility in Bulle (also in the canton of Fribourg).

Yet, Rolex did not make this choice on the spur of the moment, but rather as the first step in a much broader and well-planned process. Demand has been strong for some time, so it's not as though Rolex executives recently realized that most of their watches can't be purchased at retail. Product shortages are not a macabre business plan, but rather an accepted difficulty for a firm that makes money selling watches at retail.

In any case, the permanent location in Bulle is still some years away. As a result, the ramp-up will be significantly faster with these temporary locations.

2. How many watches will they be producing now?

Rolex will not offer specific figures, but anything would be helpful. If this boost results in one or two references in a boutique that aren't tagged "For Display Only," that's a victory.

3. What is the new Rolex Certified Pre-Owned Program all about?

There's a CPO exhibit in a Geneva boutique where you can see how pre-owned items coexist alongside new products in a retail setting. Costs are much more than the MSRP for a new watch, as predicted.

For what it's worth, Rolex Headquarters has no say in the cost of the watches themselves. The rates will be determined by the Authorized Rolex Jewelers, a company representative stated. That means costs will vary from boutique to boutique, so if you believe you can get a good deal by shopping around, go for it.

4. Are the watches eligible for the CPO program have an age limit? How "vintage" can a timepiece be?

There is no age restriction on how old a watch must be to be eligible for the program. Any antique enthusiasts are welcome. Any watch, however, must be at least three years old. Flipping is frowned upon.

2. How many watches will they be producing now?

Rolex will not offer specific figures, but anything would be helpful. If this boost results in one or two references in a boutique that aren't tagged "For Display Only," that's a victory.

3. What is the new Rolex Certified Pre-Owned Program all about?

There's a CPO exhibit in a Geneva boutique where you can see how pre-owned items coexist alongside new products in a retail setting. Costs are much more than the MSRP for a new watch, as predicted.

For what it's worth, Rolex Headquarters has no say in the cost of the watches themselves. The rates will be determined by the Authorized Rolex Jewelers, a company representative stated. That means costs will vary from boutique to boutique, so if you believe you can get a good deal by shopping around, go for it.

4. Are the watches eligible for the CPO program have an age limit? How "vintage" can a timepiece be?

There is no age restriction on how old a watch must be to be eligible for the program. Any antique enthusiasts are welcome. Any watch, however, must be at least three years old. Flipping is frowned upon.

5. Is it mandatory to repair components on each watch submitted for CPO certification? Could a watch have a patina dial or flaws (such as a spider dial)? Or will Rolex want to maintain it using readily accessible components in order to get it as near to a new watch as possible?

According to Rolex, the conditions for servicing the watch are almost comparable to how it would function for any other Rolex user.

When a model is equipped with what Rolex refers to as "old-generation" material or when components are broken, the client is given a replacement with "new-generation" material or components during what is known as a vintage service.

If anything has to be updated, it is noted in the service quotation. After that, it is a permission situation, and the consumer must agree.

5. Is it mandatory to repair components on each watch submitted for CPO certification? Could a watch have a patina dial or flaws (such as a spider dial)? Or will Rolex want to maintain it using readily accessible components in order to get it as near to a new watch as possible?

According to Rolex, the conditions for servicing the watch are almost comparable to how it would function for any other Rolex user.

When a model is equipped with what Rolex refers to as "old-generation" material or when components are broken, the client is given a replacement with "new-generation" material or components during what is known as a vintage service.

If anything has to be updated, it is noted in the service quotation. After that, it is a permission situation, and the consumer must agree.

6. Are the pre-owned watches just stacked in the same case as the new ones, with vastly different prices?

Inside the retail setting, the CPO watches are displayed separately from the new models. You're not going to purchase one when you thought you were purchasing the other.

7. How long has the CPO program been planned?

Rolex did not respond to requests for comment. It's fair to assume that wasn't a snap choice.

8. Will the program accept special-order watches? For example, timepieces commissioned by corporations, COMEX, and so on?

Yes, they are technically eligible as well. As long as a watch is a genuine item that is more than three years old, it is qualified.

9. Can a shop sell a CPO Rolex in a new Rolex box, or must it be offered in the prescribed packaging?

No, the item will be offered in unique CPO packaging (including a special bag), according to Rolex. But, if the watch is sold to a shop in its original box, it may be resold in that box.