Loved second-hand: how PISA 1940 interprets the pre-owned watch

The pre-owned watch market has experienced significant growth in recent years. We have followed it closely, aware that certain dynamics would also impact the new watch market. When we decided to start managing pre-owned watches, we chose to do so gradually, knowing that every new project requires time, expertise, and a consolidation process. This approach is consistent with the philosophy of PISA 1940, always focused on service quality and attention to every detail.

Rolex Certified Pre-Owned: A Benchmark Model

We thus interpreted the pre-owned market as a service to be developed gradually. The introduction of the Rolex Certified Pre-Owned program in 2023 gave a strong boost to the entire sector, introducing procedures that proved to be an important driver of growth and internal know-how. This paradigm has always distinguished our partnership with the Geneva brand. The program, which only certain Authorized Rolex 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 Pre-Owned Collection

In parallel, we developed our PISA 1940 Certified Pre-Loved service, opening our doors to anyone wishing to sell or buy a used watch. This choice was also driven by the increasing demand from enthusiasts and clients for an authoritative and recognized reference that would guarantee their transactions in the pre-owned market. All watches that do not fall under the Rolex Certified Pre-Owned program can enter the PISA 1940 Certified Pre-Loved circuit. The two services, while remaining distinct, complete PISA's offering for pre-owned watches.

Pre-Loved: A Love Story That Continues

We preferred the term Pre-Loved to the more canonical Pre-Owned precisely to differentiate our approach and reaffirm what is most important to us. Our selection of Pre-Loved watches mirrors the approach we have always had for new watches: we want to offer watches with a particular story, limited editions, or exclusive complications. In short, watches that we have loved and that have been loved by their previous owners. We are aware that, especially in recent years, watches have often been interpreted as an "investment." For this reason, we prefer to speak of a "good purchase": it is the love for a watch, or for a brand, that should drive the choice. The emotional trigger is what truly matters: a watch is an object worn on the skin and, precisely for this reason, it becomes a part of us.

The Timeless Charm of the Watch

More than many other objects, a watch does not merely measure time: it preserves its memory, narrating the style and culture of an era. If maintained with care and subjected to necessary revisions, it can span years and generations, retaining its intact charm.

It is precisely this balance between past and present, between an object deeply tied to its time and a symbol capable of transcending it, that makes it so fascinating. The success of the pre-owned market also stems from this unique nature of the watch: a value that is not only determined by rarity or technique, but above all by the passion, care, and stories that accompany it over time.

Our Updated Selection

A new selection of Pre-Loved references is now available online and at our Flagship Store in via Verri 7. Each watch carries a story, made of moments and passions that have accompanied its journey. It is now ready to live a new experience, becoming part of the story of whoever chooses to wear it.