The Impact of Clone Rolex’s Certified Pre-Owned Program on Watch Prices

When Rolex introduced their Certified Pre-Owned (CPO) program last year, it stirred excitement among watch enthusiasts and frustration among resellers. Now, six months into its launch, the results are clear: the program is having a noticeable impact on the prices of replica Rolex watches – and spoiler alert, it hasn’t made acquiring a Rolex any cheaper.

Initially rolled out in partnership with Bucherer in key European markets – Austria, Denmark, France, Germany, Switzerland, and the UK – Rolex recently expanded the program to the US through Tourneau. The CPO program offers buyers the chance to purchase pre-owned models that are authenticated by Rolex and come with a two-year international warranty.

At the outset, many speculated that Rolex’s decision to launch this initiative was aimed at protecting both the brand and its customers from counterfeit watches and the rampant profiteering in the grey market. However, it’s likely that Rolex also sought to capture a share of the lucrative secondary market for its watches.

The big question was whether this CPO initiative would push prices up or down. Six months in, the data suggests that prices are on the rise. According to WatchCharts, Rolex watches authenticated through the CPO program currently command an average of 25% higher prices in North America and an impressive 29% premium in Europe compared to non-CPO models.

This hasn’t led to an overall drop in prices, though. The Rolex Market Index – an indicator of the top 30 Rolex models’ performance on the secondary market – has remained relatively stable over the past year. After peaking at $38,332 in May 2025, it fell and leveled off at around $28,500 by October 2025.

What does this mean? Buyers seem willing to pay extra for the assurance of authenticity that Rolex’s CPO program provides, which is understandable given the prevalence of counterfeits and unreliable dealers. However, the broader market hasn’t been significantly affected.

Interestingly, not all models are experiencing the same level of price inflation. In-demand models, like the Daytona, have seen a smaller relative increase compared to less popular ones. For example, CPO Daytonas in North America are fetching just 5% more than their non-CPO counterparts, while CPO Air-Kings are seeing a 36% premium. The GMT-Master is priced 16% higher, and the Submariner 18%, compared to a 25% increase for the Explorer II and 28% for the Yacht-Master.

The situation in Europe is even more extreme. For instance, Datejust models are now commanding a staggering 103% markup, though this is based on a limited number of CPO listings.

So, why are the less popular models seeing bigger markups? It’s likely because highly sought-after models like the clone Rolex Daytona and GMT-Master already trade at a premium on the secondary market, while lesser-demand models have historically sold closer to or below their retail prices.

It’s also important to keep sample sizes in mind. For example, there are currently only five CPO Datejust listings in Europe. Overall, Bucherer has 96 CPO Rolex watches available across Europe, while Tourneau has 915 listings in North America. Compared to leading Rolex marketplace Bob’s Watches – which has over 700 listings and sells around 7,000 Rolex watches annually – these are still relatively small numbers.

While Rolex’s CPO program has driven up prices for certified pre-owned models, the overall market impact remains modest. It may take further expansion of the program – perhaps to markets like Australia and Asia – before we can fully gauge its long-term effects on both pricing and desirability. Until then, collectors may want to brace for higher prices as they search for their dream Rolex.