Used to love: how Pisa 1940 interprets the second wrist

The pre-owned market has grown exponentially in recent years. We've monitored it carefully, aware that certain trends would also impact the new market. When we decided to start handling pre-owned watches , we took it one step at a time, knowing we had the resources to back it up, but also that every new project necessarily requires a trial period. And at Pisa 1940, approximations are out of the question.

Rolex Certified Pre-Owned: a reference model

We have thus interpreted pre-owned watches as a service reserved for a select group of long-standing customers and only for certain models, preferably purchased in one of our stores. The introduction of the Rolex Certified Pre-Owned program in 2023 provided a strong boost to the entire sector, introducing procedures that have proven to be an excellent driver of growth and expertise, including internally. This perfect paradigm has always distinguished our partnership with the Geneva-based brand . The program, which only select authorized retailers participate in, allows us to offer watches meticulously verified by Rolex and accompanied by a two-year international warranty.

Pisa 1940 Certified Pre-Loved: The Soul of Our Second Wrist

At the same time, we developed our Pisa 1940 Certified Pre-Loved service , opening our doors to anyone wishing to sell or buy a pre-owned watch. This choice was also driven by the growing demand from enthusiasts and customers for an authoritative and recognized reference to guarantee their purchases on the pre-owned market. All watches not included in the Rolex Certified Pre-Owned program can enter the Pisa 1940 Certified Pre-Loved circuit. The two services, while remaining distinct, complement the Pisa offering dedicated to pre-owned watches.

Pre-Loved: A Love Story That Continues

We've chosen the term Pre-Loved over the more conventional Pre-Owned to differentiate our approach and emphasize what's closest to our hearts. Our selection of Pre-Loved watches reflects the approach we've always had to new products: we want to offer watches with a distinctive story, limited editions, or exclusive complications. In short, watches we've loved and that have been loved by their owners. We're aware that, especially in recent years, a watch has often been seen as an "investment." But we've always preferred to call it a "good purchase": it's the love for a watch , or a brand, that should drive the choice. The emotional trigger is what really counts: a watch is an object we wear on our skin and, for this very reason, becomes part of us.

The timeless charm of the watch

Moreover, a watch—more than any other object—is not only capable of measuring time, but also of embodying the stylistic canons of an era and, if well cared for and serviced, is essentially immortal. It is therefore, at the same time, completely immersed in time—so much so that it becomes its embodiment—and absolutely timeless. And it is perhaps precisely this dichotomy that fascinates so many of us, even unconsciously. The success of pre-owned watches is therefore intrinsically linked to the very nature of the watch. But it is the passion, care, and love invested in them that ultimately determine their value.