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Now that the Rolex CPO program has been live for a few months, we’ve had some opportunities to see how it has looked in other markets – we published an FAQ answering many initial questions. Of course, one of the biggest questions is related to pricing. In that FAQ, Rolex told us that its HQ in Geneva has no involvement in the pricing of Certified Pre-owned watches.
“It will be up to the Official Rolex Jewelers to determine the prices,” a brand rep told us earlier this year. That means prices might vary across boutiques. As Danny said when he visited Geneva earlier this year, it wasn’t uncommon to see CPO prices considerably higher than MSRP – for example, a Submariner with a price tag that began with a two instead of a one.
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