I've never liked the term "pre-owned" as a euphemism for "used." But an online watch shop called Best of Time (also known as Alex Jewelry) has done one better by calling their stock "like new."
That is a phrase I can live with, and so here is their link: www.bestoftime.com
Another thing I like about www.bestoftime.com is that they are open and unabashed about circumventing manufacturer pricing controls. I fully approve of that. It seems to me that once something is made and sold, the company that made it should have no more say in the process, except for replacing something if they didn't make it right.
So if I were going to buy a Rolex watch, I'd definitely get a like new one from someplace like www.bestoftime.com and not pay full list price. It is not as if they aren't genuine with serial numbers and appraisal papers. They invite you to take your watch, within 2 weeks, to have it authenticated by a jeweler of your choice. They even pay the return shipping if for any reason you don't like your watch, with a full refund -- no restocking fee.
How cool is that?