Audemars Piguet has launched its own Certified Pre-Owned program. It is selling pre-owned Audemars Piguet models on The Watch Keepers, a dedicated digital platform.
After much anticipation among watch collectors, Audemars Piguet has launched its own Certified Pre-Owned program, selling pre-owned Audemars Piguet models on The Watch Keepers, a dedicated digital platform that serves both buyers and sellers who register. But flippers beware: you have to own an Audemars Piguet for two years before you can sell it on the site. The move follows a similar initiative by Rolex, which launched a CPO program in 2022 through its Authorized Dealers.
Every watch sold on The Watch Keepers must be returned to one of the company’s service centers where it is evaluated, serviced and certified as authentic, a process overseen by Audemars Piguet’s headquarters in Le Brassus, Switzerland. Before that happens, sellers must submit the serial number and proof of ownership before they can sell a watch on the site. AP will then produce photographs and prepare detailed listings “featuring insights only AP can provide,” says the brand in a statement. “As the sole custodian of its archive registers and service records, the Manufacture is uniquely positioned to cross-check each of its timepieces against historical data to assess its authenticity. This direct oversight … maintains a level of verification that no external partner can replicate.”
Each watch is backed by a five-point grading system that assesses the aesthetic condition of the case, dial and bracelet. The seller can choose between a set price or a bidding format, and it remains the seller’s property until the sale is complete – even though it remains in the possession of Audemars Piguet. AP team members will appear on the site as avatars, serving as “Expert Watch Keepers” to guide buyers through available inventory – approximately 100 watches are showcased at any given time, which vary across collections and eras. Sold watches are delivered in The Watch Keepers’ travel pouch, along with a certificate of authenticity and a two-year warranty covering proper functioning.
“The launch of The Watch Keepers marks an important and long-anticipated milestone for Audemars Piguet,” says Marc Montagne, director of CPO for AP. “It responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches.”
TWK is accessible globally, allowing users from any region to browse the platform and learn about its CPO offerings. However, the e-commerce activities – purchasing and selling watches, will initially only be available to users in the European Union and Switzerland. AP plans to expand the service to additional regions, but there is no set time for other markets to be integrated.
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