I’m probably going to irritate a few people with this particular post because people on both sides of this issue hold their opinions pretty strongly. I think it’s worth conversation, though, so I’m going to do my best to talk about it. I need to point out that I’m talking about customization that happens with aftermarket parts, not customization based on the options Rolex offers at the source.
Okay, here goes…
Customizing a Rolex can be a good way to make the watch stand out and fit your style. As you know, I think jewelry is all about your personal style and how you can wear something that’s special and meaningful to you. I think watches are included in that framework. In fact, for some folks, there aren’t a lot of jewelry options other than a watch. So, I think customization is great when we’re talking about making the Rolex more meaningful.
But…
Well, it can really decrease the watch’s resale value.
Customizing a Rolex can be fun and make it unique. You can add aftermarket diamonds, change the dial color, or add an engraved message. Customizing is also almost always less expensive than buying a factory-set Rolex with similar features. However, customizing a Rolex can decrease its value and make it harder to resell.
Rolex hates customized watches. In fact, Rolex considers custom watches to be counterfeit and may not service or repair them. I have had clients buy customized watches only to be told by Rolex authorized service centers that the watches aren’t authentic! So, you can pretty much say goodbye to support from Rolex if you use aftermarket parts to customize.
Customizations may also not appeal to other buyers, especially collectors. You will want, of course, to make sure any modifications are done to a high standard to preserve the watch's performance and integrity. Nonetheless, customizations can really decrease the watch's resale value, especially because of Rolex’s attitude toward it and the difficulty proving the customizations meet Rolex's standards.
So, don’t do it, right?
Well, I think it’s a little less cut and dry than that. The bottom line is that your Rolex will, at lease for a while, lose value. If you don’t care about that, do what you like. If you’ve bought the watch to enjoy it regardless of reselling it, go for it. Why not? If you can accept the lost value, I believe it’s fine.
If you’re looking for a pre-owned Rolex in San Diego, I can help you. I have a nice inventory of pre-owned luxury watches and you’ll always get a fair deal from me. So, give me a call or drop by my La Jolla showroom. You’ll be glad you did.
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