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Used Rolex Watches: Industry Expert Celebrates Company Anniversary by Revealing Surprising Secrets Rich People Keep


San Francisco, CA, April 30, 2007 – Used Rolex watches – not new ones – may be one of the biggest status secrets rich people keep, says Avi Dayan whose company A&E Watches, is celebrating its 17th year in business.

“Many people think the only kind of person interested in buying a used Rolex watch is someone who can’t afford a new one,” says Dayan. “My experience shows nothing is farther from the truth.”

Over the years, Dayan says he’s noticed that rich people demand quality in everything they buy, “yet they work hard not to pay the top price. Rich people shop smart,” he says.

“Just because someone amasses personal wealth,” says Dayan, “does not mean he or she manages money like Paris Hilton, Michael Jackson or Elvis Presley. Most rich people got that way because they are skillful at making financial decisions. And, one of those decisions is buying a used Rolex, not a new one.”

What do rich people know about buying used Rolex watches that the not-so-rich have not learned? Dayan reveals four of their secrets:

SECRET 1: Unlike new ones, used Rolex watches don’t depreciate in value immediately after purchase. “In this respect, buying a new Rolex watch is much like buying a new car,” says Dayan. “The minute you drive it off the lot it has lost 25 to 30 percent of its value. Likewise, the minute you slip a new Rolex on your wrist, the value plummets.”

SECRET 2: A reputable used Rolex dealer provides a warranty. “Rich people wouldn’t buy a new Rolex watch without a warranty, and they won’t buy a used Rolex without a warranty, either,” Dayan says.

SECRET 3: No one can spot a used Rolex on your wrist, if it’s purchase from a reputable dealer,” says Dayan. “Used Rolex watches are not trendy; they’re not supposed to be. Rolex designs don’t change. With care and maintenance, a Rolex lasts forever. Unless you make the decision to reveal it,” he says, “no one will know you are wearing a used Rolex. Don’t think of a used Rolex the way you do used clothing or used carpeting,” Dayan says. “It isn’t that people won’t notice your watch. They will. After all, it’s a Rolex. But will they detect that it’s ‘used’? Never.”

SECRET 4: There’s no risk in purchasing used Rolex watches – from a reputable dealer. “Honest dealers don’t shop their watches on street corners or in bars,” says Dayan. “Reputable dealers provide buyers with a certificates of authenticity, a certificate of warranty and invoices with serial numbers. Honest Rolex dealers are happy to supply references and they never bully customers into making a buying decision. “Why would anyone do that? The merchandise sells itself,” Dayan says. “Also, reputable dealers sell used Rolex watches in a secure showroom, and give buyers several days to look over their new purchase. If for some reason a buyer isn’t pleased,” says Dayan, “an honest dealer will take the watch back and return the money.”

For more information about how to buy used Rolex watches, call Avi Dayan at 415-437-3263, or visit his company’s website at

Focus: used Rolex watches, San Francisco used Rolex watches, San Francisco preowned Rolex watches


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