There is an undeniable allure to owning a custom-made Rolex watch that speaks exclusively to your personal style and tastes. However, Rolex collecting purists do not want a Rolex made with after-market parts. Therefore, depending on what type of customization you opt for, it may negatively affect your Rolex’s value.

We break down the four common types of after-market Rolex customization and how they will impact your Rolex watch’s resale value.

Swapping the Bracelet
Rolex metal bracelets are notoriously resilient. Because Rolex produces all their bracelets in-house, it means they have incredible control over the quality and appearance of every link. And their bracelets are assembled by hand and then a hand-operated machine is used to apply the exact-right amount of pressure to attach pins and align and affix any parts.

However, as durable as they are, a Rolex metal bracelet will, inevitably, stretch—and stretch even faster on a vintage model. Therefore, swapping out your Rolex bracelet can be both a preserving technique and a cost-effective way to give your Rolex a new look and feel: a leather band has a formal or evening appeal while a rubber or silicon strap has a sporty flair.

Changing the strap will not affect the resale value of your Rolex provided that you keep the original bracelet. It may, in some cases, actually increase the resale value if the original bracelet is kept in pristine condition.

“Blacking Out” Your Rolex
A growing trend among Rolex collectors is to “black out” your gold or platinum watch, stamping out the metallic shine with a jet black finish. To achieve this look, you will need to find a third-party retailer; Rolex does not offer this customization service. Your Rolex will not be painted, instead it is treated with a special carbon or physical vapor deposition (PVD) coating which, through a chemical reaction, covers the watch with a black scratch-resistant finish.

This after-market service will cost you depending on which company you use: one that buys a Rolex to customize versus one who will treat a watch you furnish to them. But a word of caution here: this “black out” look may also affect the resale value of your watch. Some less reputable modifiers will coat pre-owned watches and try to pass them off as new—a distinction made harder to tell by the treatment process. Therefore, do your research and find a trustworthy modifier.

In terms of the resale value, some collectors shy away Rolex watches with too many customized parts (like this “black out” treatment) as the watch is no longer considered an original, again, knocks down the watch’s resale value.

Adding After-Market Diamonds
Another way to customize your Rolex is by tacking on after-market diamonds. Rolex already offers a handful of styles with diamonds dotting the bezel, set as the hour-markers or even covering the display entirely. However, there is a niche market that craves a much bigger statement: a fully “iced out” Rolex watch that is covered in diamonds.

Depending on how many precious stones you want to add, it will cost you a considerable amount to purchase high-quality pavé diamonds and require a skilled hand to encrust your Rolex watch with gemstones.

One concern for any reseller is that some collectors will shy away from that blinged-out-look and it can be difficult to find an interested buyer. You also have the sunk cost of the precious stones inflating the cost of your watch that may make it even less appealing to potential buyers.

But the biggest draw back here is that Rolex’s policies and American law stipulates that any Rolex with foreign parts (i.e., diamonds) is no longer considered a genuine Rolex. Therefore, it’s technically counterfeit and, in order to be resold, most likely needs to be stripped of its diamonds and restored, rendering it worth far less than the original watch.

Changing the Dial
Finally, you can customize your Rolex’s dial either with a custom-made dial or a Rolex dial from a different watch case or model swapped in. This way you can effectively choose your dial, bezel, and bracelet in a comped together Rolex watch.

Like other customized Rolex watches, your watch’s legitimacy as an “authentic” Rolex comes into question. The practice of “frankenwatches” made from bits and pieces of different Rolex watches and eras is a considerable problem in the watch collecting community. To wit: musician John Mayer was infamously duped into buying $5 million dollars-worth of what he believed to be vintage Rolex watches, only to find out that they were cobbled together with after-market pieces and worth a small fraction of the amount he paid.

If you hope to resell your Rolex with an updated dial, be sure to disclose that information in your listing. It will affect the cost of the watch but will free you of any liability should the seller argue over the Rolex watch’s value.
Interested in reselling your Rolex? Our concierge associates are here to help answer your questions about consigning or authenticating your Rolex watch. Contact them here.

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