What Does “Custom Rolex” mean? - OMI Jewelry
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September 24, 2019

If you’re looking to add a Rolex to your collection, chances are you’ve been obsessively researching non-stop. However, that might lead to some confusion— words like “aftermarket” and “custom” often appear in product descriptions, but what does custom Rolex actually mean? And how does that affect your search?

Custom Rolex Datejust IIThe answer to that question is seemingly straightforward, but the devil is always in the details. A custom Rolex is simply a Rolex with after-market adjustments made to the timepiece. Seems simple, right? It gets a bit more complicated once you explore the possible adjustments and how they affect the cost and value of your watch. 

While it’s important to understand exactly what a custom Rolex is, it’s also important to understand what that means for you. Here are a few tips to consider when purchasing a custom Rolex watch online.


Always begin your search understanding why you are in the market for a new timepiece. A more conservative watch collector may stray from customizations, but some are looking for a timepiece unique to their own style. Others look to custom gemstone settings to attain the Rolex of their dreams for much less than the retail price.


When searching for a Rolex, you will find watches with custom bracelets, finishes, gemstone settings, dials, and even non-aesthetic watch parts. A Submariner with a sleek all-black PVD coating is always an after-market customization. Many vintage Rolex watches will even sport a non-Rolex leather strap. Despite the customization, some are still very valuable due to the rarity or quality of the rest of the piece. 


Make sure to thoroughly check each listing and product description when considering a diamond-set Rolex watch. Rolex produces several models with factory-set diamonds, but these models are quite costly and designs are often understated and traditional. If you come across an unbelievably priced diamond Rolex, chances are the diamonds were added later.


Rolex Ladies DatejustAftermarket diamond Rolex customizations are a popular option when looking for a diamond Rolex, and for good reason. Rolex watches with factory-set diamonds are often unattainably expensive, but the look can be achieved for much less with a customized Rolex. If you are searching for a unique diamond Rolex or a watch beyond what the manufacturer produces, you still need to be wary of unethical dealers. Be sure to research extensively and use common sense. If a diamond Rolex is listed for much less than retail, but the words “custom” or “aftermarket” are missing from the description, then avoid at all costs.


Buying new or pre-owned custom Rolex watches online will get you the most bang for your buck, but even discounted Rolex watches still come at a steep price. It’s important to always be critical of your online shopping destination as many sellers will try to mislead or even sell counterfeit items. 


With that in mind, online luxury shopping can be an intimidating yet rewarding experience. At Omi Jewelry, every custom Rolex is described in clear and accurate terms, guaranteed. Each purchase comes with a full two-year warranty unless otherwise specified.


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