Watches

Rolex: Certified Pre-owned Sales Jump 61% in One Year

By Eva Morletto19 octobre 2026

According to estimates from Morgan Stanley Research and WatchCharts, sales of certified pre-owned Rolex watches reached $229 million in the third quarter of 2026, up 61% year-over-year and 30% from the previous quarter.

As of the end of September 2026, 167 retailers worldwide were participating in the Rolex CPO program (Rolex)

Approximately 10,300 watches were sold by Rolex during this period. Estimated quarterly sales rose from $6 million in the first quarter of 2023 to $229 million in the third quarter of 2026, reflecting the program’s growing momentum. Sales reportedly rose from just $6 million in the first quarter of 2023 to the $229 million recorded during the most recent quarter.

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167 Retailers Worldwide

This growth has been accompanied by an expansion of the official network. As of the end of September, 167 retailers worldwide were participating in the Rolex CPO program, while 12,390 certified watches were listed for sale. Auctions offer further insight into the brand’s appeal, particularly among collectors of historic models.

Daytonas: The Stars of the Auctions

On October 7, in Paris, Sotheby’s sold a “Paul Newman” Daytona—produced around 1968 and preserved by the family of its first owner—for 448,000 euros. Estimated at between 120,000 and 260,000 euros, the watch far exceeded its estimate range. Its provenance and its first appearance on the market contribute to the particular appeal of this piece.

On September 28, Rolex itself made headlines at Phillips in London by offering four unique “Four Seasons” Cosmograph Daytonas, designed specifically for a charity auction. These timepieces fetched a total of 37.3 million pounds sterling, or approximately 49.5 million dollars. The “Summer” model, in gold with a turquoise dial, fetched 10.3 million pounds; the “Autumn” model sold for 10.2 million, “Winter” for 10 million, and finally, “Spring” found a new home for 6.8 million.

One-Of-A-Kind Pieces in the Service of Philanthropy

All proceeds will go to the Federer Foundation, which is dedicated to children’s education, and to Re:wild, the biodiversity conservation organization co-founded by Leonardo DiCaprio. These four new and unique creations—whose prices also reflect the philanthropic nature of the sale—obviously do not command the same price as an ordinary Daytona. Their success, however, highlights Rolex’s appeal in the collectors’ market.

Key Points:

- $229 million: Estimated sales generated by Rolex’s Certified Pre-Owned (CPO) programme in the third quarter of 2026, up 61% year-on-year.

- €448,000: The price achieved at Sotheby’s in Paris for a circa-1968 Daytona “Paul Newman”, well above its pre-sale estimate.

- £37.3 million: The total raised at Phillips in London by four unique Daytona “Four Seasons” watches, with proceeds benefiting two charitable organisations.

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