The blurb doesn't say that Rolex themselves are certifying these watches, unless I missed it. It does say:
It guarantees that these watches benefit from the quality criteria inherent to all Rolex products and from the full know-how and professionalism of the brand’s worldwide network of experts.
I suspect only ADs with an in-house Rolex approved watchmaking team will benefit from this and they will need to use their own resources to inspect the watches and package them with the guarantee, etc. Nice to have a two year guarantee in any case.
Rolex are so busy in last couple of years with service work, I cannot see how they would flood themselves with more work doing this.
In any case, as mentioned the prices are absurd and will be interesting to see how this develops.