Rolex beyer chronometrie

Rolex Certified Pre-Owned programme expands

Zurich-based Beyer Chronometrie becomes latest authorised dealer to join the Rolex CPO initiative.

Zurich-based Beyer Chronometrie, which bills itself as the world’s oldest watch shop, says it is proud to have been selected as an early partner in the Rolex Certified Pre-Owned watches programme.

The company joins Bucherer in the programme, which encourages authorised dealers to take trade-ins of Rolex watches aged over three years, authenticate, service and refurbish them, and then resell them with an international Rolex warranty.

Beyer on the Bahnhofstrasse in Zurich was founded in 1760.

It is now run by René Beyer, the eighth generation of the family-owned business.

Early signs from authorised dealers that have joined the Rolex CPO programme are that the guaranteed watches are being sold at significant premiums over the wider secondary market.

On Beyer’s website, for example, early 1990s steel Rolex Daytona Ref. 16520 watches are on sale for over CHF 50,000.

The current market price for the same watches that have not been through the Rolex CPO process is around half that.