What: Harrods partners with Rolex to offer certified pre-owned watches, expanding its luxury retail strategy into the resale market.

Why it is important: This move reflects the growing role of certified pre-owned programs in luxury retail, aligning with recent trends toward authenticity and trust.

Harrods’ collaboration with Rolex to launch a certified pre-owned watch space marks a pivotal shift in luxury retail, as the iconic department store embraces the expanding resale market. By offering authenticated, certified pre-owned Rolex watches both in-store and online, Harrods is responding to evolving consumer attitudes that increasingly value trust, transparency, and sustainability in luxury purchases. Each watch undergoes rigorous authentication and servicing, ensuring buyers receive genuine products backed by a two-year international guarantee, which addresses the persistent risk of counterfeiting in the high-value watch segment. This initiative not only diversifies Harrods’ product offering but also reinforces its reputation for quality and exclusivity, while leveraging the growing demand for second-hand luxury goods. The move underscores a broader industry trend where established retailers and brands are integrating pre-owned programs to attract new customers, enhance brand loyalty, and remain competitive in a rapidly changing retail landscape.

IADS Notes: Harrods’ entry into the certified pre-owned market with Rolex exemplifies the strategic partnerships and retail innovation highlighted in “Why luxury resellers and department stores are rekindling their relationship” (Vogue Business, August 2024) and “Harrods is betting big on the fine jewellery boom” (BoF, July 2025), where department stores and luxury brands collaborate to diversify revenue and attract new clientele. The emphasis on trust and authenticity, as seen in “Second-hand: from the blind spot to the brand lever” (Journal du Net, October–November 2025), is central to this approach, with technology and certification platforms playing a key role in combating counterfeiting and reinforcing brand reputation. Harrods’ ongoing digital transformation and channel diversification, documented in “Harrods case study: An iconic department store digitising for a modern world” (Internet Retailing, July–September 2025), further position it as a leader in adapting to the evolving luxury retail environment.

Harrods dives into pre-owned with Rolex