The secondary market has become an increasingly important part of luxury watch collecting, raising questions about authenticity, provenance and the long-term value of timepieces. Now, Audemars Piguet is taking a more direct role in that market with the introduction of The Watch Keepers, its new Certified Pre-Owned (CPO) service.
Designed as an end-to-end digital platform, The Watch Keepers allows collectors to buy and sell pre-owned Audemars Piguet watches through a process managed by the manufacture itself. The initiative also marks an expansion of the brand’s business model beyond traditional retail, extending its involvement in the ownership journey of its timepieces.
A New Chapter For Pre-Owned Watches
Under the programme, eligible watches must be at least two years old from their original retail sale. Sellers undergo an initial verification process before their watches are transferred to Audemars Piguet’s service facilities, where watchmakers authenticate each piece, consult archival records and assess its condition.
Each watch receives a detailed listing, complete with high-resolution photography and a five-point grading system covering the case, dial and bracelet. Sellers can choose between a fixed price or bidding format, with the watch remaining their property until the transaction is completed.
Buyers receive a certificate of authenticity and a two-year warranty covering the watch’s proper functioning.
For Audemars Piguet, the initiative represents more than a new sales channel. By overseeing the authentication and resale process, the manufacture is establishing a more direct relationship with collectors throughout the lifespan of its watches.
The Watch Keepers will initially launch in Switzerland and Europe before progressively expanding to other international markets.
