Where to buy new and pre-owned Rolexes online: 6 of the most trustworthy marketplaces that verify authenticity, from eBay, StockX and The RealReal, to Jomashop, Bob’s Watches and Tourneau

Jun 21 , 2023

Trust is important when shopping online for both new and pre-owned Rolexes. Photo: @therealreal/Instagram

Swiss watchmaker Rolex has created iconic timepieces worn by everyone from US presidents and A-list celebrities to astronauts and scuba divers – so where can you buy one of your own?

eBay launched an authenticity guarantee programme while Bob’s Watches, Tourneau and Jomashop come with warranties; meanwhile, StockX and The RealReal resell other luxury fashion items too

Rolex is arguably the most recognisable watch brand in existence – and for good reason.

For more than a century, it has produced some of the best Swiss-made timepieces. Worn by everyone from US presidents and A-list celebrities to Cern scientists and professional scuba divers, Rolex is widely known as a watch brand that’s equally timeless in style and high-end in build. And if you’re in the early stages of acquiring your own, you’re likely looking for where to buy Rolex watches online.

The Rolex Milgauss was discontinued in 2023. Photo: Chrono24

As one of the most famous and desirable watch brands, Rolex is undoubtedly expensive, but you shouldn’t count yourself out from ever owning one. Rather than going directly to a Rolex dealer where you’ll end up paying MSRP (manufacturer suggested retail price) or potentially higher, you can save money by shopping pre-owned watches or starting the process of vetting online dealers. You usually won’t be able to finish your transaction online if you’re buying a brand new Rolex, but some retailers that have in-person locations will offer pricing transparency online as you start your search.

We’ve rounded up six of the best places to shop for Rolex watches (and other luxury timepiece brands) online. Here you’ll learn about how each shop verifies authenticity, and their other benefits like warranties and accurate pricing.

1. Bob’s Watches

Bob’s Watches is a well-established watch exchange. Photo: @bobswatches/Instagram

As the world’s first pre-owned and vintage Rolex watch exchange, Bob’s Watches definitely has authority in the online market. Whether you’re knowledgeable about luxury timepieces or not, Bob’s Watches ensures you get the best price.

While buying a US$6,000 Rolex for US$2,000 and reselling it for US$10,000 is a common occurrence in watch dealing, Bob’s Watches shows prices for buying and provides accurate quotes to sellers after inspecting watches, so both buyers and sellers know that the margin is fair.

It’s also backed by an extensive group of authentication and watch repair experts. Your watch comes with a manufacturer’s warranty as well as a warranty from Bob’s Watches.