Shopping CPO: Expert Insights from Bucherer
When looking for a certified pre-owned timepiece, you want to know as much as possible about the experience, reputation, provenance, and authentication processes of who you are buying from. However, equally important are considerations like how your real-life shopping experience will be and what issues you should keep in mind while searching for your pre-owned “grail.”
By Mike Espindle
Executive Editor
Back in July, we brought you an article and video with an exclusive behind-the-scenes look at Bucherer’s outstanding Certified Pre-Owned (CPO) program in which we learned that Bucherer was not only one of the first timepiece retailers to get involved in certified pre-owned sales, but it is also one of the most scrupulous and dependable organizations out there.
Beyond that non-negotiable level of trust and certainty, what else should someone seeking a special pre-owned watch have on their mind?
Watchonista caught up with Bucherer’s Odilo Lamprecht, Global Director of Watch Service and Global Pre-Owned, at the organization’s gorgeous Zürich headquarters to get his thoughts on arming a customer properly for the CPO experience.
How does Bucherer define CPO?
“We happen to differentiate a bit between the vintage and CPO labels,” Lamprecht told us. “In our world, CPO means a pre-owned, but slightly younger, timepiece; that is our current focus. Every watch in our CPO program has been thoroughly authenticated and serviced by a brand-certified watchmaker.”
Is the area for CPO watches dedicated, appealing, and comfortable?
When viewing the video below, you will see that the CPO areas of Bucherer’s Zürich location, one of the retailer’s largest boutiques, are relaxing, sophisticated, and welcoming.
As Lamprecht explained: “We wanted to create a space where people are comfortable talking about their passion.” He goes on to compare pre-owned watches with other aligned collectible topics, like art, wine, and automobiles. Thus, unsurprisingly, the art on exhibit at Bucherer’s Zürich CPO location is changed every three months.
What about brand’s with existing CPO authentication?
Bucherer has been a Rolex-certified CPO retailer since 2022. But, according to Lamprecht, “Every pre-owned Rolex we offer first goes through our own exacting authentication and servicing process; we then send them on to Rolex, and they can do their own additional authentication and quality checks.”
So, when a Rolex returns to Bucherer for sale, it has gone through two separate levels of examination and carries both guarantees.
What should your shopping attitude be vis-à-vis investment buying?
Undoubtedly, purchasing a Bucherer Certified Pre-Owned timepiece will provide buyers with clear answers as to the condition of the piece and create a solid documentation trail for if it is resold down the line.
However, like most watch retailers, Lamprecht urges customers to avoid purely speculative purchasing: “I don’t think customers should buy a watch because they see it as an investment. At the end of the day, the best investment is buying a watch you like. You should fall in love.”
You can learn more about at the Bucherer CPO website.
(Video by Papillon Medias)