Rolex's influence on the secondary market goes well beyond how much hot references fetch. As its certified pre-owned programme expands, the brand is steadily bringing business once dominated by dealers and platforms into its own retail system.
According to the latest Morgan Stanley and WatchCharts report, Rolex CPO sold about 10,300 watches in Q3 2026 for US$229 million, up 61% year on year and 30% quarter on quarter — a record quarter since launch. The first nine months of 2026 reached about US$550 million, already above the US$490 million estimated for all of 2025.
If holiday demand holds, full-year sales could approach US$780 million, with a realistic chance of crossing US$1 billion in 2027 and annual volume exceeding 50,000 watches. At that scale, CPO alone would be a meaningful retail force, comparable to some long-established Swiss brands.
At the end of September 2026, 167 retailers were participating, 10 more than at the end of June. Although the pace of adding partners has slowed from 2024 and 2025, sales per store have improved. The report also notes that the median CPO premium over new watches has fallen to 23.1%, suggesting a more rational market.
