The introduction of the Rolex Certified Pre-Owned (CPO) Programme in late 2022 caused quite a stir. By officially embracing the world of certified second-hand watches, Rolex not only legitimized the burgeoning market but also signaled its commitment to serving collectors and enthusiasts seeking vintage and neo-vintage pieces. Though it took some time for the programme to take shape, we’re now seeing Rolex’s most trusted retailers open dedicated CPO boutiques. One notable example is Ahmed Seddiqi & Sons, the UAE’s leading replica watch retailer and owner of the largest Rolex boutique in the world, located in Dubai. We traveled to Dubai to meet with Mohammed Abdulmagied Seddiqi, the CEO of Ahmed Seddiqi & Sons, to explore the new Rolex CPO collection and learn about the exciting selection of rare and sought-after watches now available.

A Glimpse Into the Rolex CPO Programme
To understand the significance of the Rolex CPO programme, it’s essential to first grasp what it offers. The CPO initiative allows customers to purchase pre-owned Rolex watches that have been fully authenticated, serviced, and restored to their original condition – both visually and mechanically. These best watches, typically discontinued models, are at least three years old but no older than 30 years, with exceptions made for rare vintage watches.

Each watch in the CPO programme comes with a dedicated guarantee card, a two-year international warranty, and a specific pouch, complete with CPO tags to ensure authenticity. Rolex’s meticulous process not only guarantees the integrity of these watches but also provides buyers with the peace of mind that comes with knowing they’re purchasing a genuine, expertly restored piece of horological history.

Rolex CPO at Ahmed Seddiqi & Sons
Ahmed Seddiqi & Sons, a family-run business established in 1950 and renowned for its extensive portfolio of luxury watch brands, was handpicked by Rolex to represent the CPO programme in the UAE. The dedicated CPO boutique is located within the iconic Rolex store at Wafi Mall in Dubai, making it an accessible destination for collectors and enthusiasts alike.

During our visit, we spoke with Mohammed Abdulmagied Seddiqi about the importance of the CPO programme. He explained, “Rolex’s CPO programme adds significant credibility by certifying and refurbishing watches, offering them with a two-year warranty, and providing clients with the peace of mind they need when purchasing a piece that’s no longer available new.” 

He went on to emphasize how the growing second-hand market for luxury watches has created a new opportunity for replica Rolex, one that allows collectors to acquire not just any Rolex, but a piece with a unique history. “It’s like buying a new Rolex with a story,” he said. “The professional manner in which Rolex handles the CPO process truly elevates the experience.”

In addition to the physical boutique, Ahmed Seddiqi & Sons plans to expand its Rolex CPO offerings online via Seddiqi.com in 2025, allowing global buyers to access this curated collection with no regional limitations.

Curating the Rolex CPO Collection
When curating the Rolex CPO selection, Ahmed Seddiqi & Sons was not content to simply focus on high-demand models like the GMT-Master or Daytona. Instead, the Seddiqi family, led by Mohammed Abdulmagied and his cousin Mohammed Abdul Hamied, embarked on a worldwide hunt to find rare and exceptional pieces – some of which had never been seen before in their collection.

“We didn’t want to focus only on professional models,” said Mohammed Abdulmagied Seddiqi. “While these models are important, we also wanted to feature watches that are incredibly rare, almost unheard of. Some of the pieces we found were the first of their kind we had ever encountered.”

The collection includes not only hard-to-find models but also stunning examples of Rolex’s more accessible lines, such as the Air-King and Oyster Perpetual. However, what truly sets the collection apart are the unique, almost one-of-a-kind watches, including limited-edition Day-Dates with exotic dials and rare diamond-studded Daytonas. 

“The process of curating this collection took two years,” explained Mohammed Abdulmagied. “We sourced watches from collectors, retailers, and auction houses across the globe. It wasn’t easy, but the passion we have for watches made the journey worthwhile.”

The collection is not just meant for local customers in the UAE, but also for international collectors seeking high-quality, certified pre-owned Rolexes. While the UAE market has a particular fondness for Day-Date models, the selection is diverse, catering to a wide range of tastes and preferences.

A Snapshot of the Rolex CPO Collection
Among the incredible selection of watches on display at the Ahmed Seddiqi & Sons CPO boutique, there are some truly exceptional pieces. For example, the Day-Date models featured in the collection include some of the most rare and unique examples, with dials in exotic materials and finishes. Meanwhile, more accessible models like the Air-King reference 14000, with its salmon-colored dial, provide a more affordable entry point for those interested in the CPO programme.

The boutique’s collection is not just about rarity; it’s about quality. Each best watch is impeccably serviced and restored to ensure it functions as well as it looks, offering a perfect balance of history and modern craftsmanship. Whether you’re a seasoned collector or a first-time buyer, the CPO collection at Ahmed Seddiqi & Sons offers something for everyone

The Rolex CPO programme at Ahmed Seddiqi & Sons is a game-changer for both collectors and newcomers to the world of luxury replica watches. By offering certified, restored, and authentic second-hand Rolex watches, the programme provides a unique opportunity to own a piece of Rolex history with the assurance of Rolex’s meticulous standards. With its curated selection of rare and exceptional pieces, the new CPO salon at Wafi Mall is a must-visit destination for any watch enthusiast.