Audemars Piguet, renowned for its iconic Royal Oak collection, has initiated a highly anticipated program for certified pre-owned watches. This endeavor involves the introduction of a sophisticated digital platform, 'The Watch Keepers,' which will connect purchasers and vendors of the brand's timepieces. Each watch will undergo meticulous inspection and certification by Audemars Piguet's internal specialists, ensuring authenticity and quality.

Audemars Piguet's Entry into the Certified Pre-Owned Market

In October 2026, the prestigious Swiss watchmaker Audemars Piguet unveiled 'The Watch Keepers,' a groundbreaking digital platform dedicated to certified pre-owned watches. This initiative, headquartered in Le Brassus, Switzerland, initially launched in Switzerland and across Europe, with plans for a broader international rollout, including the United States. The platform is designed to facilitate the secure sale and auction of brand-certified timepieces, specifically targeting Audemars Piguet watches that are at least two years old.

The operational model for 'The Watch Keepers' is meticulously structured. Approved sellers dispatch their watches directly to Audemars Piguet, where a team of experts undertakes a thorough examination to verify authenticity and condition. Following this rigorous inspection, each timepiece is professionally photographed, detailed with comprehensive listing information, and made available for purchase at a fixed price or through a bidding process on the platform. Audemars Piguet assumes responsibility for the secure storage of these watches until a sale is finalized and delivery to the buyer is arranged. Crucially, purchasers benefit from a two-year functional service guarantee, ensuring confidence in their acquisition.

This strategic move signifies a considerable expansion of Audemars Piguet's distribution channels, complementing its existing network of company-owned boutiques. It also serves to bolster the credibility of the secondary watch market, a sector experiencing significant growth. This development parallels similar initiatives by other prominent luxury watch brands, notably Rolex, which commenced its own Certified Pre-Owned (CPO) program in December 2022. Rolex's program, initially launched in Switzerland and Europe and rapidly expanding globally, achieved a record quarterly sales volume of $229 million in the third quarter of 2026, with approximately 10,300 CPO watches sold by participating authorized dealers, as reported by WatchCharts.

Audemars Piguet's journey into the CPO market has been a long-considered one, with discussions dating back to the tenure of former CEO François-Henri Bennahmias, who departed in 2024. His successor, Ilaria Resta, a former Procter & Gamble executive, appointed Marc Montagne, a veteran of Vacheron Constantin and Jaeger-LeCoultre, to spearhead Audemars Piguet's CPO program. The 'Watch Keepers' platform is anticipated to enhance customer engagement, generate valuable insights from clients and watch owners, and create new revenue streams through user fees. Marc Montagne, Director of Audemars Piguet CPO, emphasized that the new program addresses substantial collector demand and underscores the brand's dedication to supporting the enduring lifespan of its timepieces.

Industry analysis from LuxeConsult, a Swiss consulting firm, indicates that the secondary market for pre-owned luxury watches is expanding at a faster pace than the primary market for new premium watches. Projections suggest that secondary market sales could surpass primary market sales between 2032 and 2038. In 2025, secondary market transactions witnessed a 7% increase, totaling between CHF 22 billion and CHF 24 billion, in contrast to approximately CHF 61 billion in new watch retail transactions. Notably, three brands—Rolex, Patek Philippe, and Audemars Piguet—collectively account for about 61% of secondary market transaction values, compared to 45.5% of primary retail value, highlighting their dominant influence in the luxury watch sector.

The Watch Keepers platform is designed to feature around 100 Audemars Piguet watches at any given time. Each listing will incorporate a detailed five-point grading system, evaluating the aesthetic condition of the case, dial, and bracelet. Prospective buyers will also have access to digital avatars of brand sales associates, offering guidance and product recommendations. This innovative approach aims to provide a seamless and trustworthy experience for collectors and enthusiasts alike, solidifying Audemars Piguet's commitment to excellence in both new and pre-owned markets.

The introduction of Audemars Piguet's 'The Watch Keepers' platform for certified pre-owned watches signals a significant evolution in the luxury watch market. This strategic move not only legitimizes and strengthens the secondary market but also sets a new standard for transparency and trust in pre-owned luxury goods. As a watch enthusiast and industry observer, I believe this initiative will profoundly impact how consumers perceive and engage with second-hand luxury watches. By offering brand-certified authenticity and a robust service guarantee, Audemars Piguet is directly addressing key concerns of potential buyers, such as counterfeiting and condition uncertainty. This approach enhances buyer confidence and provides a credible channel for owners to sell their cherished timepieces. Furthermore, the data collection aspect of the platform could offer invaluable insights into market trends and consumer preferences, allowing the brand to adapt and innovate more effectively. The industry-wide shift towards embracing the pre-owned market, as evidenced by Rolex's earlier entry and the rapid growth projections from LuxeConsult, indicates a broader recognition of sustainability and value retention in luxury consumption. 'The Watch Keepers' exemplifies Audemars Piguet's forward-thinking vision, ensuring its enduring legacy in a dynamic and evolving market.