The watch industry has seen an unprecedented demand for both new and pre-owned watches — with the latter recording astronomical figures in recent auctions — which confirmed Revolution’s prediction of the “end of the hype era” and the start of the correction curve. The pre-owned market has become a booming industry over the past few years. It has given collectors the opportunity to hunt for exclusive timepieces from the past, with a great deal of attention to the rarity, exclusivity and, most importantly, authenticity of these timepieces.

Guaranteeing authenticity is no easy task. It is a long process that requires physical inspections, and the gathering of documents and in-depth knowledge of the watch models and the history of their serial numbers. This has been the main reason behind the soaring figures in the secondary market, which, to date, appeals mainly to the enthusiast-elite circle.

However, what if the brands could expand this experience to a larger market for regular collectors, like you and me? The answer lies in the luxury brand’s own Certified Pre-Owned (CPO) program, which has been on the rise lately, giving us a reliable outlet for an original watch that is authenticated by the brand, and in amazing and excellent condition with the brand’s own guarantee and paperwork.

Ahmed Seddiqi & Sons is the leading retailing partner for Rolex in the Middle East

Two years ago, Rolex launched its Certified Pre-Owned program, granting this privilege to handpicked retailers around the world, and when you talk about the Middle East, the first name that comes to mind is Dubai-based Ahmed Seddiqi & Sons, the region’s leading retailer of luxury watches and jewelry.

The Rolex CPO program will be hosted in a dedicated salon located within the Rolex boutique at Dubai’s Wafi Mall, and will showcase an exceptional collection spanning decades, with more than half comprising elusive and rare timepieces. This offering is individually curated by members of the Seddiqi family, drawing upon their industry expertise and deep understanding of the region and its audience.

“Building on our seven-decade legacy of expertise, the Ahmed Seddiqi & Sons Rolex Certified Pre-Owned program represents a significant milestone in our commitment to our clientele,” said Mohammed Abdulmagied Seddiqi, chief commercial officer of Ahmed Seddiqi & Sons. “This not only enhances our overall offering, but also creates an exciting new platform for watch enthusiasts to pursue their passion for exceptional timepieces. We look forward to opening a new chapter in our relationship with collectors and all audiences, providing them with a certified pathway to acquire elusive and rare timepieces.”

The first Rolex CPO boutique in Wafi Mall, Dubai

Visiting this store was of a great sentimental value to me; I have vivid memories of visiting Wafi Mall for the first time in 1992, as it was the second mall to open in Dubai. The same Rolex boutique was one of the earliest dedicated flagship stores for the brands in the UAE, and re-opening it as the first Rolex CPO boutique somehow deepens the vintage vibes for me.

When I walked into the soft opening event and saw Nick Foulkes, I knew that the event was big. After greeting fellow journalists who flew to this event, I was impressed by the new boutique design. Green was definitely present, but there were more heavy wooden elements throughout the CPO lounge. Going back to this old-school design complements the vintage experience and provides great room for watch bookshelves, which is another attraction for me.

I was lucky enough to have a private presentation by Seddiqi’s group chairman, Mr. Abdul Hamied Seddiqi, in which he took me through the major pieces of the program at the boutique. The experience was full of passion and emotion, as I was aware that the brand has been with the family since 1952 and has always been the crown of the group.

The most interesting part of this tour was that although it was the norm for Mr. Abdul Hamied to take me through the legendary sports models, much of our conversation focused on the most stunning women’s collections that the program has to offer, including a good collection of jewelry timepieces such as vintage diamond Datejusts and Pearlmasters in almost new condition.

After exploring the majority of the timepieces, nothing beats my interaction with the pink Rolex Daytona Beach 116519 from the year 2000. It was part of the collection that created a big buzz back then (and even after). Prior to 2000, most of my collector friends had considered the white and black steel Daytona their main grail watch. The release of those four watches in green, turquoise, pink and yellow was something unprecedented, since the collection not only abandoned the Oyster bracelet, but it also came with a lizard strap that matched the color of the exotic precious stones of the dial.

My personal pick for a vintage Rolex would be the Rolex Explorer II 16570 (Polar) for sentimental memories. When I began my career at Dubai Television in 1997, the plan was straightforward: to start saving money for my first “luxury watch.” The good old days in Dubai were simpler and cozier; there was a limited number of stores in the city in well-known areas but, most importantly, the absence of “Internet browsing.” The hunt for my first watch was a very exciting task. I had a few contenders, and the Explorer II was among them. Did I go for it in the end? Well, that’s another story.

The boutique’s dedicated space has around 120 vintage Rolex CPO pieces, which are in excellent condition, and come with their original boxes, papers, swing tags and other specific retail accessories. Some of them have the entire original owner’s paperwork, invoice, service slips, alongside the new paperwork and tag from the program.

If you fancy an item from Rolex that you’ve been seeing in auction house catalogs and websites, then a visit to the boutique will give you a hands-on experience, even if it’s just to discover that Rolex watches literally never age, and they do actually withstand the test of time.