Dubai Is Home to the World’s Most Lavish Rolex Certified Pre-Owned Boutique—Here’s a Look Inside
If you think of a Rolex Certified Pre-Owned boutique as a place to get a slightly used Submariner, a well-loved Datejust, or some other “used” Rollie, think again. For many who took a cynical view of what Rolex was up to when it announced its CPO program, it was about the Crown cashing in on the hyped-up prices for Rolexes on the secondary market. We will confess to having considered this point of view, and we even conducted some street-level investigations in Manhattan’s various Rolex CPO boutiques that confirmed such dour notions.
However, after visiting the Ahmed Seddiqi & Sons Rolex Certified Pre-Owned boutique in Dubai, we are eating our words—or we would be if our jaws weren’t on the ground.
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The collection of Rolex watches on offer through Seddiqi is among the most incredible gatherings of Rollies in one place of all time, and we’d even include RollieFest in that assessment. The Seddiqi family, which is celebrating 75 years in business, took over a year and a half to compile, service and certify nearly 300 Rolexes, every single one of which is a showstopper. Most are rare, many are bejeweled, some are insanely collectible vintage pieces, and some are just beautifully preserved examples (I tried on a GMT Master Coke, for example, that was crisp, clean, serviced, and ready to roll).
Ahmed Seddiqi & Sons has put the ideal of a Rolex CPO boutique—as a destination for serious watch collectors—on the map in a very real way. Positioned not in their flagship boutique downtown, the CPO boutique is in Dubai’s Wafi Mall, one of the older shopping centers in the city with a pedigree and vibe all its own. The boutique is gorgeously appointed after its recent redecoration in preparation for the CPO launch.
Take a moment to consider what it would take to get all of these vintage and neo-vintage Rolexes prepared for sale: First, they need to be purchased, which is no small feat given what’s on offer here, from very rare bejeweled Daytonas to Day-Dates with onyx and malachite dials to smaller models with exceptional (and exceptionally rare) woven bracelets. All these watches need to be authenticated in conjunction with Rolex, then serviced and brought to their best possible condition, then shipped back to the shop, cataloged, photographed, and ultimately priced and sold. It’s easy to see why this took a year and a half, and no other Rolex CPO program has brought this level of curation.
The watches below are just a smattering of the nearly 300 on offer upon the launch of the boutique. We photographed them in Dubai ahead of the launch, a rare privilege to spend time with what we’d guess is the most impressive batch of pre-owned Rolex watches on Earth right now. Clearly, this is going to be the Rolex CPO boutique to visit.
Prices and online listings are not available as of this writing. To learn more about Ahmed Seddiqi & Sons, visit them here.
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2003 Rolex Daytona Cosmograph 116528 With Mother-of-Pearl Dial
In solid yellow gold with an insanely cool mother of pearl dial and applied roman numerals, this watch could be the keystone piece in even the most elite watch collection. Rare, gorgeous, and precise, of course.
1999 Two-Tone Daytona 16523 With Diamond Dial
This two-tone Daytona with diamond hour markers is a stunner with its gilt dial and gold subdial ring. Understated for what it is, and classic. This one makes a huge statement without being too loud about it.
1994 Yellow-Gold Daytona 16518
A yellow-gold Daytona with applied Arabic numerals and an alligator strap with gold endlinks—now that’s a classy watch. And rare. And in perfect condition. This was a joy to wear.
2004 White Gold Candy Rose Daytona 116519 With Mother of Pearl Dial
No, not a “beach” model, but the Seddiqi boutique will have a full set of beach Daytona’s on offer. We didn’t get to shoot those because they were set aside for the galla dinner about to happen to celebrate the launch of the boutique. This watch is, nonetheless, rare with its pink mother-of-pearl dial and pink lizzard strap.
2008 Rolex Daytona 116599TBR With Black Arabic Numerals on Pavé Dial
It really is the black Arabic numerals that make this one so special, which seems odd, perhaps, given the number of diamonds set into the dial, bezel, and end-links. But that legibility of the hour-markers is just classic Daytona, despite this bearing little resemblence to the steel tool watches that once defined this line.
2010 White Gold Rolex Daytona 116589BR With Diamonds
Another mother-of-pearl Daytona, here with baguette diamonds set into the bezel in a most masculine manner. Wearing this watch did not present as much flash as you might expect, likely due to the black strap and functional visage of the diamond-set bezel.
2011 Rolex Daytona 116509 in White Gold with Diamonds
Yet another jaw-droppingly amazing Daytona.
2006 Rolex Daytona 116509 With Diamond-Paved Dial
This is one of those Daytonas that you almost never see, set with eight rubies and a load of diamonds.
1994 Rolex Day-Date 18388 in Yellow Gold With Diamonds
You know you’d been seeing some serious Day-Dates when a relatively unadorned champaign dial looks unique! This watch puts its sparkle all around the dial, and all the way around your wrist.
2011 Rolex Day-Date Reference 118388 in Yellow Gold and Full Diamond Pavement
This one does not hold back, obviously. This watch says “Champaigne!” and means it. Stone setting is second to none.
1992 Rolex Day-Date Reference 18348 with Champaign Gem-set Dial
Another gorgeous Day-Date set with diamonds and featuring a lovely champaign dial.
1989 Rolex Day-Date 18238 With Lattice Dial
Another lattice-dial Day-Date, this time without all the diamonds on the case and bracelet, making for an incredibly sophisticated watch.
1996 Rolex Day-Date 18238 in Yellow Gold With Mother-of-Pearl Dial and Rubies
With 59 diamonds and 10 rubies, this Day-Date is among the most feminine models we saw, and yet it seemed entirely great on a male wrist as well. Where it ends up, the owner will know they have something special.
1991 Rolex Day-Date 18389 in White Gold With Full Diamond Pavement
Almost monochromatic in white gold with full diamond pavé dial. This watch sparkled in a way that was more elegant than blinding. Very sophisticated.
2007 Rolex Day-Date 18948 With Etched Mother-of-Pearl Dial
A standout among all these standout watches, this one features a tri-tone bracelet that is almost never seen on a Rolex watch. Also rare is the etched m-o-p dial, making this one of the more collectible pieces on offer.
1992 Rolex Day-Date Reference 18338 in Yellow Gold with Studded Dial
Full pavé a bit much for you? Consider this studded Day-Date, which brings an airy vibe to the classic Rolex. Sometimes just a little less bling is the thing.
1996 Rolex Day-Date 18239 in White Gold With Lapis Lazuli Dial
This watch is a marvel, from the white gold case and bracelet to the handsome lapis lazuli dial. It’s not the kind of watch most look at and think, “Oh, that’s rare and amazing,” but if you know what you’re looking at you’ll think exactly that. Stealth wealth defined.
2001 Rolex Datejust 16234 in Stainless Steel With Diamond Sodalite Bezel
You will not see many of these dials around, and finding a steel Datejust like this isn’t going to be easy anywhere, let alone one that’s been authenticated by Rolex and properly serviced. Notice how sharp the case is, and that Rolex didn’t overdo any polishing. The Jubilee bracelet is a must, of course.
2013 Rolex Day-Date 118238 in Yellow Gold
Gorgeous. This one has a lapis lazuli dial with real depth of color.
1997 Rolex Day-Date 18338 in Yellow Gold With Ammonite Gem-Set Dial
The Ammonite dial, which is a form of petrified wood, is among one of the most stunning watch dials we’ve ever seen. Rolex managed to get some diamonds on there without obscuring the lovely muted tones of the dial. Well done, Rolex.
1988 Rolex Exotic Dial Yellow-Gold Day-Date 18138
This is one of the rarest dials you’ll see on a Day-Date. Cut into a lattice from solid gold and set with diamonds, it manages to be understated despite the incredible work there. The diamond-set President bracelet, lugs, and bezel are done to perfect effect.
1995 Rolex Day-Date 18388 With Rubies and Pavé Dial
With two rows of rubies, this one really looks intricate and different from almost any other Day-Date, including the gem-set wonders among this collection.
2016 Rolex Day-Date 118348 With Lavender Jade Carousel Dial
Wow, you do not see these often. Nor do you see lavender jade in watches very often. This watch manages a masculine visage despite its feminine colorway. Stunning on wrist.
1989 Rolex Lady-Datejust 69198RU With Rubies
If you were building the case that the 1980s was a decade of decadence, then this watch would certainly be a key piece of evidence. The bracelet alone is worth of writing home about, and the overall visage presented by this endlessly decorated 26 mm monster is lavish to a tee.
2000 Rolex Pearlmaster With Diamonds and Mother-of-Pearl Dial
Just when you think this boutique is going to serve up something normal—like a Pearlmaster with a mother-of-pearl dial—guess again. The braided bracelet set with diamonds is as rare as hen’s teeth.
1998 Rolex Lady-Datejust 69178 in Yellow Gold With Jadeite Dial
At 26 mm, this one is back in style for all genders. The jadeite dial is among the most beautful we’ve seen. Classic.
1999 Rolex Lady-Datejust 79178 With Pink Jasper Dial
Pink Jasper? Oh, most definitely!
1995 Rolex Pearlmaster 69298 With Pink Opal Dial
The kids in N.Y.C. would die to rock a Rollie like this, let’s face it. The Pink Opal dial is almost never seen, and the Pearlmaster bracelet with diamond-set mid-links is among the more rare configurations.
1999 Rolex Day-Date 18208 With Onyx Dial
Easily the most classy Day-Date ever created, this one just sits on the wrist and does its thing. The solid yellow-gold case and bracelet are mostly polished (minus the center links and bezel), making this one suprisingly understated.
2003 Rolex Datejust 16238 With Onyx Dial and Diamonds
Those onyx dials just make the DJs sing. A couple of stragetically placed diamonds don’t hurt, either.
1991 Rolex Day-Date 18238 in Yellow Gold With Malachite Stone Dial
There’s malachite dials, and then there’s this malachite dial. Look at how the striations arc gently across the watch face, giving a sense of motion to the hands even as they sit still. Yellow gold, of course, and the brushing helps that green stone leap out of the watch. Rare, rare, and rare.
2002 Rolex Air-King 14010M With Salmon Dial
We shot this Air-King just to give a sense of the condition of the less-rare watches that the boutique has on offer. Haven’t seen one of these in such pristine shape ever. Most of the steel watches on offer are in similar condition.
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