Can You Buy a New Bracelet From Rolex in 2024?
One of our most-read articles of all time is Ripley Sellers’ Can You Buy a New Bracelet From Rolex? The February 2022 writeup delves deeply into Rolex’s policies around ordering a new bracelet. What might seem like a simple ‘yes’ or ‘no’ question is, in reality, quite complex. And with Rolex’s policies constantly evolving, the article now requires a refresh.
After speaking with five authorized dealers and consulting with colleagues, I’ve gained updated insights into Rolex’s current bracelet replacement protocol. For a quick summary, scroll to the Key Takeaways section at the end.
Rolex’s Policy: One In, One Out
Image Source: Hodinkee
The first thing to clarify is that you cannot buy a new bracelet from Rolex and keep your old one. Rolex is very protective of its OEM parts, and this policy helps prevent them from being resold at a premium or used to create franken-watches. If you want a new bracelet, Rolex will retain your old one.
The Shift in Availability: From Easy to Difficult
Not long ago, you could easily purchase a replacement bracelet for nearly any Rolex model through your authorized dealer. However, today it’s much more difficult to do so with a current-production watch.
One authorized dealer explained to me that Rolex’s recent efforts to increase watch production have resulted in fewer surplus bracelets available for individual sale. Essentially, the new bracelets are going on new watches, leaving little to no extras for separate purchase.
The Service Process: How to Get a New Bracelet
The only way to get a new bracelet from Rolex is through their service process. While you don’t necessarily need to have your entire watch serviced, a service ticket must be opened for the bracelet replacement to proceed.
Warranty-Based Process
Your watch’s warranty status plays a crucial role in this process. If your Rolex is still under warranty (less than five years old), it will be sent to a Rolex service hub (in the US, these are located in New York and Dallas). At this point, Rolex will determine whether your bracelet needs replacing. They typically prefer to repair rather than replace.
Out-of-Warranty Process
If your watch is out of warranty, the bracelet swap may be handled at the authorized dealer level—assuming your AD is also a Rolex service center. In this case, your current bracelet must be sent to Rolex. Only after they’ve received it will they send a replacement for the dealer to install.
Elective Bracelet Swaps: More Difficult Than Before
Image Source: Watch Guys
If you’re looking to swap your bracelet for a different style (e.g., Oyster, Jubilee, Oysterflex), the first step is confirming that your model was offered with that bracelet. For example, the GMT-Master II 126710BLNR "Batman" can come with either an Oyster or Jubilee bracelet.
In theory, Rolex can and will swap the Jubilee for an Oyster—but due to current production constraints, such elective swaps are increasingly low-priority for Rolex. While some ADs that I spoke to said that they could facilitate the swap (I used the Batman example), it comes with an undetermined waiting period.
Vintage Models: An Easier Process
Interestingly, obtaining a replacement bracelet for older Rolex models (four and five-digit references) is easier than for newer models. As Ripley Sellers noted in his 2022 article,
“In the event that the original bracelet for your model is a discontinued vintage style that is no longer available, Rolex will offer you its closest compatible counterpart. However, you cannot ‘upgrade’ your watch to feature a more modern generation of bracelet if the matching one is still available.”
For example, if you send in a vintage Submariner 5513 (though I would personally avoid sending such a piece to a Rolex Service Center), Rolex can replace the bracelet with a correct version for that model. However, it may not match the exact production run of your watch, as Rolex bracelets evolve over reference generations.
Image Source: Wind Vintage
One authorized dealer mentioned that, with vintage models, you can often request that Rolex return your original bracelet—similar to how you can request that they not polish your watch. Rolex is less concerned about you reselling a stretched-out, 50-year-old bracelet than they are about a new one.
Key Takeaways
- One in, One out: Rolex does not allow customers to keep their old bracelets when ordering a replacement to prevent resale and franken-watches.
- Diminished Availability: It is now much harder to purchase a replacement bracelet for current-production watches due to Rolex prioritizing new watch production.
- Service Process Required: A service ticket is opened to replace a bracelet, and your watch’s warranty status will likely influence whether Rolex will replace or repair the bracelet.
- Elective Swaps Are Difficult (to Impossible): Swapping for a different bracelet style (e.g. Batman on Oyster to Jubilee) is now lower-priority for Rolex, often requiring a long wait time. Some ADs might refuse altogether.
- Vintage Models Are Easier: Replacing bracelets on older Rolex models is generally easier, and you may be able to request that Rolex returns the original bracelet. However, there's a lot to consider when sending in a vintage Rolex for service.
There are numerous factors to consider when it comes to replacing a bracelet on a Rolex watch. While this article aims to address common questions, your local authorized dealer will be your best resource for specific details.
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