The watch market is full of major resellers and retailers doing billions of dollars of business selling pre-owned watches. The secondary watch market globally reached $16 billion last year, growing 24% year over year.
But an increasingly significant chunk of those secondhand sales isn’t being captured by independent resale platforms. Rolex itself now accounts for around 10% of secondhand Rolex sales through its Certified Pre-Owned channel, according to data from Morgan Stanley. After launching Rolex CPO in 2022, revenue for the channel reached over $530 million in 2025, while total secondhand Rolex sales from all sellers were at just under $6 billion. Morgan Stanley’s most recent analysis, released on July 17, found that in the last quarter, Rolex CPO sales were around $186 million, marking a 67% increase year over year.
Those figures are a significant increase from Rolex CPO’s total revenue in 2024, estimated at $319 million. Rolex doesn’t officially release sales data for its CPO channels, so the estimate comes from an analysis of Rolex CPO sales on different channels. Rolex CPO is available through the Rolex-owned retailer Bucherer, along with a select few partners like the 1916 Company.
