劳力士中国内地开卖官方二手表，能规范二级市场吗

Core Viewpoint - Rolex has officially launched its certified pre-owned watch program in mainland China, aiming to regulate the secondary market, enhance transparency, and support primary watch sales [1][3]. Group 1: Launch of Certified Pre-Owned Program - The Rolex Certified Pre-Owned program was introduced in mainland China at the beginning of the year, with the first store operated by Oriental Watch in Nanjing [1]. - This program allows consumers to purchase refurbished and guaranteed pre-owned Rolex watches through authorized dealers, with a two-year warranty [1][3]. - The initiative began in Switzerland in late 2022 and has since expanded to major global markets, with plans to enter Hong Kong in October 2024 [1]. Group 2: Market Dynamics and Sales Projections - The high-end watch market is experiencing a cooling trend, prompting Rolex to adapt its strategies; sales from the certified pre-owned program are projected to exceed $500 million by 2025 [3]. - According to a report by Morgan Stanley and Luxe Consult, Rolex's sales are expected to surpass 10.5 billion Swiss francs in 2024, capturing a market share of 32% [4]. - Rolex's production capacity is one million units per year, establishing it as a significant player in the luxury watch industry [4]. Group 3: Pricing and Market Transparency - The introduction of the certified pre-owned program is expected to enhance market transparency, as it standardizes pricing and quality assessments for pre-owned watches [3][8]. - Certified pre-owned Rolex watches are priced at least 25% higher than non-certified counterparts, with dealers determining final pricing based on local demand and costs, potentially leading to a premium of 15% to 40% [7]. - The secondary market for Rolex watches is currently at a historical high, with the Rolex price index fluctuating since its peak of over $40,000 in March 2022 [7]. Group 4: Industry Response and Future Outlook - Other luxury watch brands are also entering the pre-owned market, recognizing its potential to drive primary sales by ensuring the value retention of second-hand watches [8]. - The Swiss watch industry is facing challenges, with a reported 7.3% decline in exports in November 2025, prompting secondary market players to adopt competitive pricing strategies [9]. - The long-term impact of Rolex's initiative may help rebuild confidence in the luxury second-hand market, particularly for new buyers, while experienced collectors may still find better deals in the secondary market [9].