In 2025, Rolex-authorized dealers can now remove signage stating that the watches in their vitrines are “for display only.”

This makes us wonder if the Rolex stainless steel sports model shortage may finally end.

With Rolex in control of its Rolex CPO (Certified Pre-Owned) program, and prices of desirable pre-owned stainless steel sports models still commanding more than new Rolex watches at retail, what impetus does Rolex have to flood the market with new watches?

After all, virtually every watchmaker is likely striving for a position in the market where their pre-owned watches cost more than their new watches. However, for all but a few brands, this is nothing but a dream, and even for Rolex (by far the best watch brand for resale), it may not be sustainable for much longer.

If Rolex truly wants normalcy to return on the pre-owned market — where pre-owned models cost less than brand-new Rolexes — they likely have to flood the market with new Rolexes.

As is always the case with Rolex, their actions speak louder than their words. We’ll find out what Rolex decides to do based on how they control the availability (their actions) of new stainless steel sports models.