Harrods enters the luxury second-hand market: certified pre-owned Rolex watches in London
The Harrods department store is taking a new step in prestige watchmaking by opening up to the second-hand market. According to reports in the trade press, the London retailer is starting out with a scheme focused on Rolex and official certification.
A strategic shift towards second-hand watches
The choice is part of a growing demand for rare, traceable timepieces. In this way, Harrods is aiming for an offer that reconciles the desire to collect with security of purchase. The context of sustainability also supports this movement, as second-hand prolongs the life of luxury objects.
The project begins in the heart of Knightsbridge, where customers expect top-notch service. In addition, the announced approach favors transparency on condition, origin and reconditioning. Harrods aims to attract both watch enthusiasts and cautious buyers.
According to FashionNetwork, the offer revolves around Rolex Certified Pre-Owned, a program designed to provide reassurance aboutauthenticity. As a result, the watches on offer undergo strict controls before going on sale. The purchasing process is designed to be simple and guided in the boutique.
“Buying second-hand must rhyme with confidence, price legibility and service excellence.”
Authenticity, guarantee and customer experience
The system is based on official certification by the brand with the crown. Each eligible watch receives a dedicated seal and a card confirming its origin. Harrods can then offer a more reassuring experience at the moment of selection.
The benefit to the buyer is twofold: the price reflects condition, rarity and demand, and the warranty secures use. What’s more, Rolex’s CPO program, launched in
- Two-year international warranty on certified parts
- Seal and card attesting authenticity and traceability
- Condition and function checks before display
- In-store advice to estimate needs and budget
- Clear purchasing process with customer documentation
What this means for customers and the market
With this launch, Harrods covers a key moment in the life of watches: resale and re-circulation. A collector can sell a piece in confidence, then reinvest in another model. The system creates a virtuous circle between passion, use and residual value.
Rolex – Rolex Certified Pre-Owned offers verified, sealed and guaranteed watches. The customer benefits from a clear framework, which reduces perceived risk and encourages a reasoned decision.
Demand for iconic references remains strong, but is evolving. On the other hand, scarcity and offer cycles sometimes require patience. Harrods relies on a tight selection to preserve quality and consistency.
Place matters, because the purchase is experienced. That’s why the in-store team is on hand to help with handling, adjustment and maintenance. In this way, Harrods reinforces the idea that second-hand can offer an experience as meticulous as new.
In-store purchase and resale process
A customer can request an appraisal and obtain a supervised estimate. The seller explains the criteria used: condition, year, original accessories and current price. Harrods formalizes the offer and proposes a time frame for validity.
The purchasing process is simple: view parts, check documents and pay. In addition, the team reminds you of the warranty and good usage practices. Harrods then maintains the relationship through service and maintenance advice.
Why launch now, and with what advantages?
Second-hand watchmaking is becoming part of everyday life, driven by the quest for value. Customers are looking for a history, a unique dial, a patina, and a consistent price. Harrods meets these expectations through controlled selection and local service.
This positioning reduces the uncertainty often associated with private sales. What’s more, the presence of Rolex is a guarantee of quality and a must for luxury watches.
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