What Rolex’s New Data Patent Means for Collectors: Service Updates, Anti-Theft

A recent patent from Rolex, filed in January and published last month, details an online infrastructure for logging watch service histories, service updates, owner data, and more. The web-based system will be accessible via Rolex warranty cards which, since 2020, have contained scannable NFC chips. Rolex owners will also have the option to add their personal information to the online database. Let’s break down what this could mean for Rolex collectors.

Here is a link to the translated patent, no. WO2024160852A1, which is also the source of the header image.

So Wait, What Is It?

Image Source: The Watch Club

Simply put, this patent describes an online system used to manage information about Rolex watches. No, there are no microchips in the watches themselves, no, this is not a blockchain-based system, and no, it does not require downloading an app. The web-based system, which will be accessible by tapping an NFC-enabled phone to a post-2020 Rolex warranty card (the patent also covers QR codes, RFID tags, and barcodes), will display the watch’s service history, active service updates, and if added, owner data like name, home address, email address, and/or phone number.

To add this personal data, users will be able to scan their Rolex's serial number with a smartphone camera (after scanning their warranty card) to optionally input their info. We'll talk more about this in a moment. 

The technology described in this patent is not live and there is no known launch date.

Service Ease and Transparency

Image Source: Michael Jones Jeweler

As we’ve touched on in other articles, the current communication process between Rolex owners and Rolex Service Centers can be frustrating. Many collectors have experienced the awkward middleman situation where an authorized dealer fails to clearly communicate the owner’s requests to the service center (particularly elective requests such as do not polish), only to discover as much upon receiving their watch from service. Getting quotes and updates during service can be a similarly opaque process.

Rolex’s patent addresses part of this issue by introducing a consumer-facing, (ostensibly) user-friendly system for tracking service interactions. Instead of following up on emails and phone calls, collectors will be able to scan their warranty card, tap the link, and track the service status in real-time. Whether it’s receiving quotes for work or confirming which steps have been completed, this system will allow Rolex owners to stay informed without (some of) the current hassle.

Personal Data + Anti-Theft

Image Source: The Watch Club

With this patent, Rolex also introduces an optional layer of personal data tracking. Users will be able to input "all or part of the following data: the user's name, postal address, email address, telephone number," per the translated patent description. It’s important to note that this is entirely optional. Rolex seems to be positioning this feature as a tool to combat watch theft. If a collector’s personal information is tied to a watch’s warranty card and serial number, verifying rightful ownership becomes much simpler.

For those concerned about privacy, again, the system will still work without inputting any personal data. 

Pre-Owned Market Implications

Buying a pre-owned Rolex has always come with a certain degree of risk. Rolex is by far the most-faked watch brand on the planet, not to mention concerns about stolen watches and incomplete/murky service histories. Rolex’s new system aims to address these issues. By scanning the NFC on a Rolex warranty card, you’ll be able to view a watch’s complete service history within the Rolex service network.

This added transparency stands to benefit both pre-owned buyers and sellers. If you can access a watch’s verified service record with a few taps on your phone, you'll have more information to work with as a buyer.

Still, this log will only include information from official Rolex Service Centers; it will not represent all potential services (third party) and therefore should not be seen as the be-all end-all diagnostic for watch’s condition. However, the technology stands to give buyers more confidence when buying pre-owned. For sellers, it could result in higher resale values for watches with clean, documented, logged service histories consistent with the watches themselves.

Final Thoughts

I’m eager to see this technology rolled out; many brands have attempted to do something similar (e.g. Panerai’s Digital Passport, Hublot’s E-Warranty) and most have not seen widespread adoption. I think Rolex made a lot of good decisions here, namely keeping the platform web-based and keeping the personal data entry optional. I wonder if this will influence those on the fence about where to service their watch. Barring this system being a complete flop (which I see as unlikely) this will be a real selling point for servicing your modern watch through Rolex.

What do you think? Let us know in the comments below and if you're looking to customize your Rolex with a new strap, check out our selection of curved-end (integrated) straps for various models.