Dubai’s horological scene has a new addition: a dedicated retail space for certified pre-owned Rolex watches that opened Nov. 20 with more than 100 rare, high-end or gem-set pieces.

When Rolex announced its certified resale program last year, Ahmed Seddiqi & Sons, a family-run retailer that represents more than 100 watch and jewelry brands in the United Arab Emirates, swung into action. Mohammed Abdul Hamied Seddiqi, the curator of the pre-owned program, said the company deliberately went in search of unusual and discontinued models. Once they had been bought and serviced, they were sent to Rolex in Geneva for certification.

“The idea is to give customers the satisfaction that they’re buying a product that is ready-for-wear, rather than buying something from auction or the market and not knowing the condition of the movement — or if the dial or hands are correct,” Mr. Seddiqi said. The watches come with a two-year international warranty.

The 27.2-square-meter (295-square-foot) resale space is inside the newly refurbished Rolex store at the Wafi City mall, and Mr. Seddiqi said the collection also will be offered online in the future.

The selection was notably long on eye-catching gold Rolex Day-Date models, known by fans as the “presidents’ watch” because so many world leaders prefer it. One piece, issued in 2007 to mark the 50th anniversary in 2006 of the Day-Date’s creation, featured a partially pavéd green enamel dial and numerals ($54,900). Another model in yellow gold had a Pleiades dial, a watch industry term for scattered diamonds that are more difficult to place than a dense pavé setting ($39,900).

One Rolex Datejust had pink sapphires on its bezel and bracelet strap, paired with a pavé dial ($115,000). “The colorway, bracelet and combination of sapphire and pavé diamond dial is extremely rare,” Mr. Seddiqi said.

Among the Rolex Daytona sports watches was a model with ruby baguettes circling a matching dial in grossular, a hard stone in the garnet family. That model ($390,000) was produced in small quantities, Mr. Seddiqi said, adding, “the stone itself is quite striking with the deep red color and textured effect, enhanced by the ruby bezel.”

One of the rarest pieces in the debut offering was a yellow gold Daytona 6265 from about 1988 ($249,000), with a champagne-color dial. Mr. Seddiqi said the piece was fully restored by Rolex in Geneva and believed to be one of only 2,000 of that model created in yellow gold.

Hassan Akhras, the founder of the watch website Arab Watch Guide and the Arab Watch Club, said he believed that Seddiqi’s new offering would appeal to watch connoisseurs. “It’s, of course, a small chunk of collectors, but these are the most advanced watch collectors in the region, the ones that own almost everything,” he said. “And now they’re going back into vintage and trying to complete their collection with very unique and rare pieces.”

“This will really open up the market in our region,” he noted, “and I expect other retailers might also copy the concept.”