When Rolex sets the price of certified second-hand watches, it not only refers to market prices, but also has a “feedback” effect on the market. Officially certified second-hand watches provide an important reference for the price of watches in the secondary market. It is equivalent to the brand setting a price ceiling for these watches. In a sense, it is also a “public price”. Rolex has regained the pricing power in the secondary market. In the future, the market price of second-hand watches will be deeply affected by the official.
Although it is well known that Rolex watches have a premium, in the past, the only information the brand could provide to consumers was the public price, so consumers did not have a clear understanding of the true price in the secondary market. Taking the most popular “green dial green water ghost” Ref. 116610LV, the official certified second-hand watch is priced at 24,000 Swiss francs, which is higher than the last public price before the discontinuation of production of 9,550 US dollars; similarly, the “blue and black circle” price is also 24,000 Swiss francs. 21,000 Swiss francs. The launch of this officially certified second-hand watch notifies consumers of another price besides the public price, which actually acquiesces to the fact of premium.

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