About two years ago, Rolex announced its Certified Pre-Owned Goods program. This is a partnership between Rolex and several authorized dealers around the world. This means these retailers can now offer used Rolex watches with a brand-issued certificate of authenticity and a two-year international warranty. Recently, I sat down with Gassan Chief Commercial Officer David Biersma to talk about the Rolex Certified Pre-Owned Product program and gain a better understanding of what it offers customers.
Gassan Rolex Boutique
Rolex certified pre-owned at Gassan
Gassan is a family-run business with 15 stores in the Netherlands (including one at Schiphol Airport). The company also has seven stores in Singapore’s Changi Airport. I visited David Bielsma at his Gassan residence in central Amsterdam. The company started here in 1945 as a diamond cutter, but now has several boutiques and service departments within the store. Not to mention, it also houses an impressively sized Rolex boutique and Rolex service department. But we sat in Gassan’s second-hand watch room. It was a large space reminiscent of a richly decorated apartment with comfortable sofas.
Rolex GMT-Master II Ref. 16713LN, part of the Gassan Rolex CPO collection.
living room experience
Gassan’s homey atmosphere makes it the perfect setting for sipping coffee and perusing great pre-owned watches (of all brands, even those that Gassan doesn’t stock as a retail store). The large windows let in the perfect amount of sunlight, which was originally intended to ensure diamond cutters had the perfect amount of light to work with. Nowadays, it’s best to study watches in natural light rather than a strong spotlight.
David Bijlsma, Gassan Chief Commercial Officer; Image via Gassan
Interview with David Bielsma, Chief Commercial Officer of Gassan
On David Bijlsma’s wrist was a Rolex Explorer II Ref. 1655 from 1971 with original Oyster bracelet. This watch is from his birth year, so it is his prized possession. It was also the perfect watch to discuss the Rolex Certified Pre-Owned (CPO) program offered through Gassan.
Robert-Jan Broer (RJB): Gassan already has experience selling used watches. Although the Rolex CPO program introduces a “Certification and Guarantee” policy, one might think that it already only provides customers with genuine and warranted used Rolex watches. What are the benefits for customers when purchasing a Rolex from the CPO collection compared to previous pre-owned Rolex collections?
David Bijlsma (DB): What I love about Rolex is that their watches are built to last for generations. We have ensured that these watches are constantly checked and verified by Gassan’s talented team of Rolex certified watchmakers. In addition to this, with the Rolex CPO program, Rolex inspects each watch to once again confirm its authenticity. It is an added value for customers that Rolex guarantees that their watches meet all requirements. Only Rolex watches that are 3 years old or older are eligible for this program, but there is no upper age limit. This means that even watches that are over 50 years old can be purchased through this program.
RJB: So, does a vintage Rolex come with a two-year warranty?
DB: Yes. However, we advise our customers not to treat vintage watches the same as modern watches. It’s a bit like a classic car. You can also drive and handle them differently than modern ones. Customers should know that folded vintage Rolex bracelets are not the same as modern bracelets. It is best for them to take good care of their vintage watches and we make sure they are aware of that.
Rolex Datejust Ref. 116234, 2019, via Gassan Rolex CPO Collection
RJB: Do you think the Rolex CPO program will attract customers who would normally buy a used Rolex elsewhere (rather than at CPO)? In other words, by offering used Rolex watches via CPO, do you think the Rolex CPO program will attract more customers? Do you think Rolex watches will sell well?
DB: I certainly think you can sell more used Rolex watches this way. People who normally wouldn’t even think of buying a used watch are here. In many cases, they are already Gassan customers and are now visiting our pre-owned boutique, stocked with carefully selected watches. The Rolex CPO comes with a 2-year factory warranty, giving you added peace of mind when purchasing a used item. We like this program because both Rolex and Gassan want to deliver quality and customer satisfaction in everything they do. We have many clients, some of whom have been with us for generations, so we won’t settle for anything less. So as soon as Rolex started introducing the CPO, we were enthusiastic and convinced of its success.
RJB: What about the price difference between non-certified pre-owned watches and used watches from the CPO program?
DB: We need to make sure our pricing remains competitive. However, performing these additional checks to ensure reliability and quality comes at a certain cost. Customers are willing to pay a little extra to buy with confidence when purchasing a used Rolex. Also keep in mind that used Rolexes with official certification and factory warranties are more premium than other items on the second-hand market.
RJB: So what happens if someone offers you a Rolex for the Rolex CPO program?
DB: This service is only intended for those who wish to sell their watches to us. This certification is not for people who own a Rolex and want to be certified. If someone offers us a Rolex watch, we will do some preliminary inspection to make sure everything is authentic. We have a dedicated Rolex service department with extensive expertise. If the watch passes all checks, we will buy it with confidence. After purchase, your watch will be serviced and authenticated by Rolex.
Explorer II 16570, image via Rolex.
RJB: What if the watch had bracelets, dials, hands, etc. that were replaced during a previous service? Will it pass Rolex’s authenticity test?
DB: If all replacement parts can be identified as genuine Rolex parts, then yes, they will pass that inspection. This is still a genuine Rolex, and the company guarantees that these watches are built (and maintained) to last. Therefore, in some cases, Rolex may not be able to take the watch out of the service factory without replacing parts to ensure everything is up to standard. If exterior parts such as bracelets are from a later model, we will inform you separately.
RJB: Although the Rolex CPO program is available all over the world, Gassan is the only company offering this program in the Netherlands.
DB: Yes, that’s right. We share the same core values. It’s all about quality. We found Rolex’s CPO strategy compelling from the start. Plus, we have the resources (an extensive Rolex service department) to do what we do best. Rolex is one of the pioneers in offering certified pre-owned watches, and we are thrilled to be a part of it.
RJB: Thank you for taking the time to respond!
After the interview, David Bielsma gave us a tour of the Gassan House building. What surprised me was the size of the Rolex boutique inside the store and the Rolex service department above it. The latter was the same size as the former, with at least a dozen watchmakers specializing in Rolex watches.
Rolex Sky-Dweller Ref. 326935, 2017. Rolex CPO collection at Gassan.
Gassan used Rolex new customer
When Rolex announced this CPO program for authorized dealers, I was a little pessimistic. Especially when I saw the prices, I wondered why I should buy a used Rolex from a CPO partner instead of a private seller or used watch dealer. Bijlsma revealed that there is another type of buyer. That is, people who would not even consider buying a used Rolex or other branded watch.
As is often the case, my perspective was that of someone who feels comfortable buying a used watch from a stranger or dealer. There are many customer groups out there who won’t even consider buying a used watch for a variety of reasons. However, their views may change if a trusted authorized retailer can offer them a watch in a comfortable environment with official Rolex certification.
More information about the Certified Pre-Owned Goods program can be found on the Rolex and Gassan websites.
