Insider info on how the new Rolex CPO program will really work and an update on the Rolex Lost & Stolen register.
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This makes absolute sense. Like you say a combination of exhibition models and limited amounts of watches previously sold by that AD to trusted customers who sell back. Best video I’ve seen on this topic to date. Bravo!
Ingenious consept, they seem to always be one step in front. Planned with military precision, wow hats off to them 👏🏽 👌🏽
I appreciate you guys researching and reporting on what you are finding out. And most importantly, not reporting on it until you are confident in it.
It's very important.
@ thanks matey. don't you feel they will buy some models off the gray market also here n there?
Where is this function on the watches that the ADs just stop the watches? The second hand market has always been in action through ADs it’s just more controlled by Rolex and offering a further guarantee. For exhibition I work of an AD and I can tell you they don’t sit there for 18 months and why would someone get a discount on a exhibition piece, when they use to be on display before this craze happened and wouldn’t get a discount then why would they now.
@@jamesmacdonald6889 He's wrong about this according to my AD.... They told me that the "Display Only" watches are fully functioning and there is no such thing.
My understanding is quite simple. Rolex isn’t buying any used watches, their AD network does! The same as Rolex doesn’t sell us the new watches, their AD network sells us the new watches. We are not the clients of Rolex, the Rolex ADs are their clients. I have gotten several “exhibition only” watches from my 2 ADs. They change the exhibition watches regularly as soon as they get new watches, and sell the previous exhibition pieces. I have experienced this several times and so have friends of mine. So I’m a bit surprised by your info.
You're AD is gonna get in trouble. They are not allowed sell exhibition pieces. Those get sent back to Rolex for revision. And yes, of course i know the difference that it's the AD's but they're acting on behalf of Rolex. Btw, if you bought exhibition pieces, you should know that a few hundred people wore those before you. Hope you got a discount.
Oisin I was in talking to my Rolex AD today in belfast . They have always had a used section and any used Rolexes they had was serviced with them before resell . He said nothing will really change for them other than offering the cream card and tag So business as usual , they sell new watches and resell traded in watches One thing he did say was that they don’t put any watches online as they want them sold to local people to keep the watches and the market local
@Oisín O Malley that sounds exactly like what happened to watches before the market went crazy. Watches were in the windows, potential buyers tried them on and then eventually someone bought the watch. So what if other people have tried the watch on fof a few minutes each, why would you need a discount for that?
@@lurox5183 Exactly that is normal business. Just like any other store that sells any goods, unless we are talking about cigars. Many people try them on and someone buys it. It doesn’t meant you’re buying a used item.
@@lurox5183 the amount of people that don’t know how to use a chronograph or change a date etc. I’d be worried having them play freely with a watch that was then later to be sold.
That is the answer to the question everyone was asking. Hats off to you for bringing it to us. Such a smart move. See at retail, and sell CPO at independent market prices. Without really putting much investment into itto the pieces. What an amazing boost for profits.
Brilliant! Thank you so much for the update!! I very much enjoy your videos, however this one is perfect timing for me.
You've got to give it to Rolex, so ingenious. How did I not see that coming! Your video editing is amazing 👌🏼
Incredibly interesting coverage here my friend. Likely the case, would be nice to see some 5 digit pieces that get offered but I assume the same as you; majority of these will be exhibition pieces that get sent to service centers, checked, and then available for market price purchase. Genius!
your reviews are spot on mr. O’malley 💯
Solid intercuts of location and editing. Hats off!
Tremendous video again, Oisin! I enjoy these walk-along chats! Great points you made and I think this type of thing proves that they really are masterminds, 3 steps ahead always. And the drama, Oisin! The drama!
Beat up as an exhibition for 3 years, then sold at a premium... Rolex is genius!
Let me guess.. you buy a Rolex to put in your safe and never wear…smh
@@hollywoodgreene2082 Not at all! I believe in wearing watches but to each their own 👍
@@watchcurtisn I got over 50 watches, obviously not all get armtime. It's like with money, even if you got it you don't have to spend it all.
@@truxton1000Absolutely, nothing wrong with that! My point was just that Rolex would be smart to sell their exhibition models at a premium as “pre-owned”.
Thought of the day - You never regret buying a Rolex, you only regret selling one.
Lulz. There’s a lot of people out there that don’t regret selling their Rolex’s back in March and April.
*Some customers regret it and sell.*
Exactly.
What if you bought one at the top on the secondary market specifically to sell on for a profit and have missed your chance. Maybe those people regret buying it.
African animals on display in U.K. what was that about?
Praise where praise is due Oisin….. you look at this Circle; in a calm and analytical manner. Thanks. Great video. Love your nod to Tim Wright. Great to see that you seem to be in a much better place than you were a few months ago. Happy Christmas my friend.
Clever business move here, great coverage of this development Oisin!
Well done, Oisin! This is next level. Rolex is brilliant. And to their credit, they are addressing issues, that we the watch community, are complaining about. They do so methodically, strategically, and with intention. Some may criticize their watches, but their c-suite is so far ahead of other companies by using their leverage as momentum.
Awesome detective work Oisin.. thanks for sharing, it makes total sense 👍🏻👍🏻
Thanks for the heads up. On a side note , I got to admit that you got an excellent story telling skills. Man, this was really interesting to watch. Keep up the good work Oisin , and thanks for the effort everyone put to get this information
Of course he does, he’s Irish - the best story tellers in the World!🍀
Extremely insightful! Keep up the great work and thank you.
The Mayors Jewelry store aka Watches of Switzerland just put up a new Rolex storefront in the upscale mall they are located in Sarasota, Florida. Oddly enough, the Rolex boutique isn’t set to open for, wait for it, 18 months lol. I think you NAILED this one, Oisín 👍
As always great vlog great information and if we all end up with a watch we love and it’s straight then great. Enjoy
I didn’t see that coming but it makes perfect sense.
What a Channel, pure Class 👌
I absolutely love all the wishful thinking going on here. Should be called Oisin's wishful thinking channel.. I'm based in Germany and we are seeing a steady increase and influx of Rolex watches coming from sellers in Asia, specifically China trying to get cash fast. This is a fact everyone appears to be avoiding. The Chinese luxury market has been scarily huge over the past 10 years.. In fact, China was the main cause of the scarcity of Rolex and other luxury brands. Well that scarcity is going to turn into an abundance. That's putting it mildly. This is the true reason Rolex have chosen now to set up this program to try to control the flow. The flow may well turn into a tsunami and there's nothing anyone can do about it. I have 2 Rolex watches, family treasures, will never sell them so I don't care about the price they might demand. But, if anyone is using Rolex as an investment and the money in those watches matters to them, they should think about that because it's all going to change. Watches are like crypto. Values can change drastically and quickly, particularly when the price of a product is multiple times the intrinsic value of that product as is the case with Rolex and AP in particular. AP is probably safer as I doubt that they turn out in excess of a million watches a year as Rolex does. In normal supply circumstances, a second hand watch, or anything else should be always available at less than retail, particularly a mass produced product like Rolex, but the Asian market has been grabbing so much that it gives a false impression of scarcity. Rolex watches are not scarce. They've just been hiding in China and they're already arriving on our shores.
Your comment is the best I have read so far and tops any of the English and German videos on the topic. 👍
I heard the same thing from friends who are watch collectors from China. The New rich of China have lost confidence in their government as property developers collapse and they are off loading many luxury items, not just watches
Me as a Bucherer client from Berlin, Germany, I can confirm your comment and I am wondering how all these „watch experts“ on KZhead don’t understand the market. The CPO-Programe is run by the AD‘s. They buy it, they pay the Rolex certificate und they sell it. Rolex just found a way to gain same profit with already sold watches, that’s what every business man or company would do to maximize their profit. The second point is that they are right now getting rid of their brand new but never sold stock models of the last collections that never sold like all these Dance day dates, pearlmasters, two tone datejusts and lady’s watches. I’m a few months all the vintage models from before are certified and will come back to Bucherer stock. That’s the full story.
Well said
What about the withdrawal of the Russian market and clients...?🤔
Gotta love how it all comes together... Thank you Oisín! 🫶❤️
Stop kissing ass. 😁
Thanks for bringing back the TTWC Intro (modified)!
Yeah, i'm using that when the topic is serious and the other when the topic is light. What do you think?
Thanks for the video and the updated info, Oisin. I agree, there is some genius to Rolex's plan. However, I just don't see that display models (and people selling to an AD from whom they bought) is a big enough supply of "used" watches for this CPO program... Unless, of course, the CPO watches are going to be as rare and hard to come by as their new watches. 😆
What a twist but amazing insight Oisín. Great investigative work!
Just contacts my friend..
Must be great to have contacts you have to form your latest information on Rolex. I applore you Oisin. 👍🏻
Nice video mate 🥃
Oisin so basically they have planned this for about 1 yr to 2yrs with the exhibition watches🤔Absolute genius move. Great information Oisin🙏🏼
Yeah, that makes total sense. Your display pieces then become future high value investments for Rolex. I'm also assuming that their ability to manufacture cases and straps currently outstrips their ability to make movements. So when their new factory comes on line, they will be able to back-fill the surplus cases with new movements.
How do we know they aren’t just keeping them in the back room telling us there is a waiting list then selling them at a premium 3 years later. Sketchy af.
All makes sense , great vid. 👍
Excellent reference to Heat, loved this vid
Nailed it! I often wondered “what’s that all about?” as I looked into AD showroom window displays of empty watch stands.
I really like this guys thoughtful commentary…
Top marks to you Oisin... I've never been a fan but you have finally earnt my subscription. Congrats!
love the "heat" clip this ties in with the new rolex factory producing an extra 20% volume to feed the "used" watches
Thanks for the great videos. Should we expect then that used Rolexes provided by non-ADs (without Rolex guarantees) become the lower end of the used price range, while pristine examples of "premium-used" Rolexes provided by ADs become the higher end of the price range? What then will happen to the prices at the low end - meaning the current used stock out there? Have we hit the bottom, especially in light of the retail Rolex prices for used stock you mentioned in the last video?
Great video.its a clever move . Displaying the real pieces in grey market while displaying exhibit pieces at AD window. its just matter of moving all the pieces to AD window when you know the market is crashing.
Very insightful enjoy you content I like to collect vintage from Timex up, keep it up a old investigator from Texas
I love the dramatics… great channel!!!
Love the videos Oisin. When I was in Aruba or airport in Germany always watches for sale in display cases.
Really clever play on Heat - superbly done
*I will add that some "Display Only" pieces which decorated AD windows and customers' hopes for a certain time in Purgatory, have also been sold as new (because they were & are new [the ones which simply jumped back & forth between window showcase and the AD's vault]) without being returned to Geneva.*
Some are "closed to the public". They remain in wall exhibits and cannot be tried on by customers. Once Rolex gives the go ahead, they can be sold as new.
Yep, that is how it works👍
Yep. I bought one 🤫
Bravo Oisin👏 & I love the movie heat.
Thank you!
Great vid. Freakin brilliant!!
Good info...thanks
HEAT .. is the best of the best ...!! nice work.. ONCE AGAIN >>!!
I love the reference to the movie Heat, that made me chuckle. Thanks
Rolex, the Keyser Soze of the watch world. The greatest trick that Rolex ever pulled, was convincing the world they did not exist ... Great insight and video as usual sir, cheers!!
Nice video Oisin - and call out for Tim Write who unlike one channel in particular talks about watches - issues of the day .. rather than themselves, and whilst constantly barking and squawking for super chats. Tim appreciates his audience - does not treat them with indifference nor a sense of entitlement - he provides value.
I dont know who you mean 🤔🤣 Maybe Phatso 🤣
Great way to find out if your watch is bogus or not rather than taking your watch in for service and not getting it back!! . Great content Oisin🥃🥃 6:19
Great video ! The music had the drama building.
The King wears the crown! Outstanding video.
One of my local AD's (ROLEX BOUTIQUE TOURNEAU) has always had a buy back policy if you purchase a more expensive model from them. They have a different store in the same mall and sell those watches and other used Rolex's and other brands as well. Tourneau is the same company as Bucherer which is authorized in Europe to be a certified pre owned reseller.
Buy back for what you paid for it? Or ‘market rate’?
@@bobbydazzler1780 When you buy from them they will guarantee to pay what you paid. (This was a good deal back when many Rolex's didn't appreciate and often when down in value) Based on what they are selling the used watches for they must be paying over original price currently.
First off, great video. Second, how will the market react to this? i noticed that the downward spiral on gray market stopped as soon as rolex cpo came online.
Great video mate appreciate the quality content and I love Venezia! So quiet there. Compared with Firenze. Cars make a big difference
And I looove Heat
Hi there. Where could I found that amazing rock / classical mix from 01:30 ? I dont know if I am on point, is that a piece of mozarts requiem? It sounds amazing btw, did you compose the rock part? Thanks four your reply and for your amazing work.
Good stuff Oisin!
Fantastic content as always 👍👍👍👍😀😀😀😀
Great vid buddy!
Would be cool if they had an upgrade program. Turn in a watch get an opportunity for the new version at retail - this would take a bite out of flippers.
Btw I really appreciate the Heat references
Great vid, very interesting
Interesting thoughts and analysis.
Great Video Sir 👏
You forgot the other possibility....that these are new watches that Rolex produced 3+ years ago that they placed in storage to sell later (i.e. now) at marked up prices under the label of "pre-owned."
While that is altogether possible, i am not going on "possibilities" or guessing. I'm going on inside info.
@ Yes, it's always best to not guess. Does Rolex consider these previously displayed exhibition watches to be "pre-owned" since they were distributed to and possessed by authorized dealers? I'm just wondering how Rolex is defining "pre-owned." Does "pre-owned" simply mean the watch was possessed by an AD (e.g. for exhibition)? Does "pre-owned" mean possessed (at some point) by a third party (i.e. not an AD) who purchased the watch from an AD? Or perhaps both? If you are correct that Rolex is selling exhibition watches (that were never owned/possessed by a non-AD), how can it advertise these watches as "pre-owned"?
That’s cool their Demos. Their also increasing their customer base by encouraging trade ins of existing customers. The existing customer who are one and done might be tempted to upgrade.
I like those movie bits from Heat. Absolutely gorgeous movie!
Great video and content. Well done. Also love HEAT top top film
How did we not see this. Masters at work eh 😮
Yes some of them may be New (old) stock but they'll have to wait another 18-36 months for anything new as they need to be 3 years old. One of the issues they will have and will be interesting is IF a client takes in Watch for AD to buy, they will have to have a plan to get that client what he wants.. it may be cash or it may be another Brand however the elephant in the room is if you want to trade in say a GMT for a Daytona. Totally agree that something had to be done to fill the windows with Merch and they will want a return on that "stock in trade" which may contribute somewhat to the margin. Accountants would otherwise be twitching to mark down the stock each year, even if they do that "loss" would be covered by the increased price... until the Grey market price comes down which is happening slowly...
Excellent video. Really enjoy it and understanding your opinion adding the movie scene. It makes sense. What is so scary now is how many more watches does Rolex currently have safe up this past 2 years that are new but will send them to AD to sale them as CPO. Is it possible? The days of us buying a brand new watch at retail are long gone?
This makes total sense. I was wondering how an AD would authenticate a Rolex when brought in. Not all dealers have a watch maker to authenticate. Nice recon job!
I think they would use serial numbers as a start then take the watch in for further inspection
@@garyguest1885 serial number for Rolex isn’t fool proof. Especially for older watches. Frankenwatches are an issues. Swapped out dials are an issue. swapped bezels are an issue. Polished watches sold as like new are an issue. Incomplete sets are an issue. All of this is time and money to an AD. So…I think Rolex controlling the entire process vs trusting and/or inconveniencing AD’s is a great solution. Most ADs couldn’t tell you the difference between a Cal. 3285 and 3186.
Like a great Bond movie, your opening credits are a work of art 👌 The Heat references were class Oisin Pacino! 👍
Interesting. But what about their suggested MSRP on the “pre-owned? That’s what I’d love to hear about.
Great post! This is not unlike what car dealerships do with cars that they use as "service vehicles". They sell those cars off as CPO. BUT, what I don't understand is why Rolex is selling them off at a premium price.
Outstanding 👌
LoL; playing the scene of heat @ 9.25min in Venice was a good one :)
Thanks Oisin for sharing this hot info. really makes us think if Rolex is still the watch company to support in the future by buying their stuff.We can say they appear smart and clever but how they treat us as customers since years is way beyond the line… happy Christmas time anyway ❤
Curios though to see how their pricing structure works. Market driven won’t work if they are selling new at retail
Killer video Oisin. I also wonder if the display watches also were ‘made’ due to some sort of supply chain issue. What I mean is Rolex was able to make everything but the movement. Some critical peice that makes the movement go, they could get the raw product. As they produced the exhibition models they saw and opportunity. Its like building a car with no engine. Crazy!! Great video.
Interesting. Until now I had just assumed it was a simple marketing thing. You know, buy up one or two token pieces here and there that match the database and then quietly drop it once they had got their public relations in order. Or, possibly, some kind of lease arrangement as with cars. But then, I'm merely a low level bean counter and know little of these things. Great video, thanks.
What it also means is this- purchasing a watch from a non-authorised dealer will be viewed as lesser in some way - which will slightly affect the price
What’s the song intro to the video ? 😮 and of course as always great filming editing and infos
I said this in the last video, what’s to stop them selling new watches as used, seems that may be the case
Your intro is still heaven
Best intro theme music ever!
Yes, count me in as one of those subscribers who hates Rolex. Not because I can't afford them, but because I know what marketing and branding genuisess they are to consistently get the highest profit margins. As in most other products, there comes a time when the laws of diminishing returns on money spent vs. improvements in quality are barely to far-from discernible. I have done this throughout my lifetime of guitar, watch and HiFi product collecting. However, the reason I continue to watch, no matter your subject is, I absoulutely love your videography and your take or observations on whatever topic you're discussing. Continued success and good health to you my friend!
Maybe they are just letting AD’s sell brand new watches labeled “used” so they can sell above list, maybe a way of stopping AD’s from selling to grey market, makes perfect sense to me
So let me get this straight,Rolex are unlocking refurbishing and selling ex display watches as PRE-OWNED,at relatively higher prices than there RETAIL COST??even though they are not PRE-OWNED as Rolex have never relinquished ownership of them, I think that's called FRAUD?
They're not new watches, they might have some damage on them and they had to be inspected, at least to unlock the movement.
@@shaunpatrick8345 ,my point is there not PRE-OWNED, what's yours?
@@gayninja1208 they can't be sold as new and are not being sold as new. They have been owned before and are being sold as owned before. Being owned by an AD does not make them not owned by an AD. This is not fraud, you do not need to be scared. You do not even need to use upper case letters.
@@shaunpatrick8345 , I'm not buying one why would I be scared, pretty much like I'm not giving a fuck about what you think..W⚓
@@gayninja1208 you had no need to be scared of being defrauded, yet you were. Great way to show your lack of caring what others think by the way!
The supply comment is exactly what I’ve been saying on rolex forums. Rolex will never flood the market. I believe the supply restriction will happen whether it’s under the pretext of energy cost or otherwise
Love the reference/homage to HEAT. One of my favorite movies of all time. Regarding the CPO program, it seems to me like it is just going to make acquiring a Rolex more difficult.
I live under a rock. What took Rolex so long? This level of sophistication and protection should have been part of the Rolex ensemble for at least a few decades.....it took the bubble of the Covid Era to knock them into shape.
Classic!!! And such a good movie!
I think your right … i even seen them in a AD in Canada …
Thanks for great update. No question, Rolex don't play. Point of interest. I am one of those guys, there are 3 of us, that have been buying high end watches , Rolex, AP, Patek, IWC, etc. from private individuals for the last 15yrs and sell them to grey market dealers. We are part of a larger pool of individuals that do this on a daily basis. There is nothing to prevent Rolex from hiring us and putting us in an AD to handle items from the public with specific instructions on what or what not to buy. Would make the amount pieces available for resale HUGE. Thoughts?