Why a Custom Rolex Is a Bad Investment

Owning a Rolex watch has always been considered a symbol of affluence and style. However, these luxury watches fell out of favor because of the trending DLC, PVD, and other blacked-out timepieces. The horology landscape is shifting back, as many enthusiasts and collectors opt for timepieces with a twist. Whether custom Rolex dials, numerals, hands, or bezels, most people want a unique look without breaking the bank. As a reputable watch store, Atlanta Luxury Watches can help you make the right investment by providing pertinent information before customization. Let’s delve into some of the crucial factors about owning a custom Rolex to help you make informed decisions.

The Rolex Guarantee

When investing in luxury watches, there are critical factors to consider, including the manufacturer’s guarantee. Once you customize your Rolex watch, you void the Rolex five-year international indemnification that comes with every purchase from an accredited dealer. The main facet of the agreement is that the timepiece be maintained in original condition.

Custom jobs often entail changing or adding components that are not manufactured by Rolex. This is considered a violation of the Guarantee, regardless of how minor the modification is. In addition, Rolex marks custom luxury watches with an engraved “X,” which affects resale value. If you want to invest in a timepiece, choose a Rolex with the proper documentation and warranty.

Legal Action Against Customization

The Swiss brand is taking action against customization a step further by suing local watch store owners and jewelers who sell customized Rolex watches. According to The Fashion Law, Rolex filed a law suit in the U.S. District Court for the Northern District of Georgia, accusing a retail jeweler in Atlanta of selling customized pieces.

The court ruled in favor or the Swiss watch-maker, claiming the defendant violated counterfeiting, trademark, and fair competition laws. Also, the jeweler didn’t use a disclaimer to avoid liabilities, and advertised their luxury watches as 100% genuine. Before investing in a Rolex watch, research the dealer and their affiliations with different manufacturers to determine the authenticity of their watches.

Don’t Customize Your Rolex

Now that you know the implications of dealing with a custom Rolex watch, don’t change or add components. A customized timepiece in any shape or form is less valuable, as the Federal court has ruled custom Rolexes are essentially counterfeit. If you are a luxury watch enthusiast or collector, maintaining a Rolex exactly the way it left the factory goes a long way to preserve its value and heritage.

With all the different dealers and jewelers on the market, it is easy to become a victim of altered timepieces. Research online and ask for reviews to ensure you find a reputable watch store that deals with original and well-maintained timepieces. Whether you want a Philippe Patek, Cartier, or Rolex watch, Atlanta Luxury Watches can ensure the watch is in pristine condition. Contact us today and schedule an appointment with our representatives to learn more about different watch brands and whether customization is the best option.