Morgan Stanley and WatchCharts estimate Rolex Certified Pre-Owned sales at about $229m in Q3 2026, a record quarter, up 61% year on year, with around 10,300 watches sold. Sales for the first nine months reached about $550m, already above the $490m estimated for all of 2025. If Q4 matches Q3, 2026 would close near $780m, with a path to more than $1bn in 2027. The programme now has 167 participating retailers worldwide, a median asking price of about $18,000 and a 23.1% premium over non-CPO dealers.

Why it matters: Official pre-owned is becoming a major revenue stream for Rolex and its retailers.

Source: WatchPro (Morgan Stanley / WatchCharts) — https://www.watchpro.com/rolex-certified-pre-owned-on-track-to-hit-1bn/