Watch resellers say Rolex’s certified pre-owned channel is increasing the overall market for secondhand watches
The entry and rapid rise of a watch juggernaut like Rolex into the lucrative secondhand watch market has taken market share from secondhand dealers and marketplaces. But many sellers told Glossy that the ensuing growth of the entire market for secondhand watches has been worth the adjustment.
本条来自 Glossy（Luxury / Beauty），聚焦 二手手表市场、Rolex CPO、二手销售增长。 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.
The entry and rapid rise of a watch juggernaut like Rolex into the lucrative secondhand watch market has taken market share from secondhand dealers and marketplaces
- The watch market is full of major resellers and retailers doing billions of dollars of business selling pre-owned watches
The entry and rapid rise of a watch juggernaut like Rolex into the lucrative secondhand watch market has taken market share from secondhand dealers and marketplaces
But many sellers told Glossy that the ensuing growth of the entire market for secondhand watches has been worth the adjustment
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. Continue reading this article on glossy.co . Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
本条目归入「Brand Marketing」垂直，涉及真实话题：二手手表市场、Rolex CPO、二手销售增长。
· 市场：关注 二手手表市场、Rolex CPO 对相关品类与竞争格局的潜在影响。
· 消费者：Rolex、Bucherer、1916 Company 的受众行为与偏好变化值得追踪。
· 品牌：Rolex、Bucherer、1916 Company 的叙事、产品与增长动作可拆解复用。
· 渠道：内容分发与触点组合（社媒 / 电商 / 线下）的协同值得复盘。
· 涉及品牌：Rolex、Bucherer、1916 Company。
· 核心话题：二手手表市场、Rolex CPO、二手销售增长。
· 可思考：如何把「二手手表市场」的洞察，转化为可衡量的内容与增长动作？
面试中可引用「Watch resellers say Rolex’s certified pre-owned channel is increasing the overall market for secondhand watches」：围绕 Rolex、Bucherer、1916 Company，说明你对行业动向的判断与可落地动作。
本条目相关英文术语可在「商务英语」模块按话题检索，用于外企面试表达训练。
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 s…
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 l…