Swiss luxury watchmaker Audemars Piguet has launched The Watch Keepers, a digital platform for purchasing and selling certified pre-owned watches. Initially available in Europe and Switzerland, the platform allows collectors to acquire or resell timepieces that are authenticated, inspected, and guaranteed by the manufacturer. This move is part of Audemars Piguet's strategy to strengthen its presence in the pre-owned market, a sector that has become crucial for major watch brands.
The Watch Keepers platform operates on a Certified Pre-Owned (CPO) model, enabling owners to sell their Audemars Piguet watches while providing buyers with the assurance of a transaction supervised by the manufacturer. The process involves verifying the watch's serial number, assessing its condition, and providing a detailed description and high-resolution photographs. This approach allows Audemars Piguet to maintain a connection with its creations even after their initial sale.
The pre-owned luxury watch market is undergoing a transformation, with manufacturers increasingly entering the sector. Rolex set a precedent with its Certified Pre-Owned program launched in 2022, which generated $590 million in 2025, according to LuxeConsult and Morgan Stanley. Other brands, such as Jaeger-LeCoultre, Vacheron Constantin, MB&F, and F.P. Journe, have also developed programs to support the secondary life of their timepieces.
To sell a watch on The Watch Keepers, owners must create an account, provide information about the timepiece, and meet eligibility criteria, including a two-year waiting period since the watch's initial sale. The watch is then inspected, authenticated, and prepared for sale by Audemars Piguet's experts. Owners can choose between a fixed price and an auction system, and they retain ownership until the transaction is finalized.
The Watch Keepers platform currently features around 100 watches, covering various collections and production periods. Buyers can purchase these timepieces with a two-year guarantee, a certificate of authenticity, and a travel pouch. The platform aims to facilitate transactions between owners and buyers while reducing uncertainties related to authenticity and condition.
By launching The Watch Keepers, Audemars Piguet is adopting a digital-centric approach, differing from traditional physical distribution networks. The brand seeks to address collector expectations for a secure and transparent transaction process. The platform's success may influence the strategies of other luxury watch manufacturers in the pre-owned market.
The Watch Keepers initiative reflects the growing importance of the pre-owned market for luxury watch brands. As more manufacturers enter this sector, collectors can expect increased transparency, authenticity, and guarantees. The platform's impact on the market will be closely watched, particularly in terms of its effect on collector behavior and the secondary market for luxury watches.
Key points
- Audemars Piguet's The Watch Keepers platform offers certified pre-owned watches with a two-year guarantee and authentication.
- The platform allows owners to sell their watches with a choice between a fixed price and an auction system.
- The Watch Keepers aims to provide a secure and transparent transaction process for collectors.
