Rolex certified pre-owned watches cost 25% more on average than those from traditional resellers

• Rolex last month expanded its certified pre-owned watch program from Europe to the US.
• The secondhand timepieces come with a new two-year guarantee — and a hefty price premium.
• Every model except the Daytona is at least 17% more expensive on average when certified by the Crown.

When Rolex announced its certified pre-owned watch program last December, one big question on collectors’ minds was how much this authentication would affect prices.

The answer? A lot. Used watches that have the official stamp from Rolex currently command a 25% higher price on average across the portfolio, according to data from WatchCharts, a price-tracking platform for luxury watches.