Rolex is the world’s most popular luxury watch brand, yet it’s not involved in many of its own watch sales. Surprisingly, some used Rolex models cost more than the new ones.

WSJ’s fashion columnist Jacob Gallagher explains how factors like long waitlists and supply chain issues have caused the used watch market to explode in recent years, and how Rolex is trying to get in on the action with its own certified preowned watch program.

Is the clock ticking on the used watch market’s popularity?

0:00 New Daytona watch: $14,800. Used Daytona watch: $38,000.
0:31 Why people want used Rolexes
2:26 The used watch market explosion
4:02 Rolex’s new certified preowned program
5:33 Where’s the used watch market headed?

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How do the world's most successful companies generate revenue? In this explainer series, we'll dive into the surprising stories behind how businesses workexploring everything from Costco's "treasurehunt" model to the economics behind Amazon's AWS.

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