Audemars Piguet Launches Watch Keepers Pre-Owned Platform

Audemars Piguet has launched Watch Keepers, a dedicated digital platform for buying and selling certified pre-owned timepieces. The platform launched first in Europe and Switzerland with a progressive international rollout planned. It will be overseen from the brand's Le Brassus headquarters.

Each watch undergoes a rigorous five-point grading system assessing the case, dial, and bracelet condition by AP watchmakers. The Watch Keepers registers both parties, validates authenticity, handles photography, and prepares listings with verified technical details and condition assessments. Marc Montagne is the director of certified pre-owned, named to the role two years ago.

Authentication and grading process

Eligible watches are authenticated, graded, and listed directly through AP’s service network. Watchmakers authenticate watches against the manufacture’s archive registers and assess condition. Listings include high-resolution photography. The watch remains the seller's property and is stored securely by Audemars Piguet until it sells.

Would-be sellers must submit their timepiece's serial number and proof of ownership online. Approved watches are then transported by insured courier to an Audemars Piguet service center. All watches must have been owned for at least 24 months since initial retail purchase to qualify.

Seller and buyer controls

Sellers can confirm the final listing before it goes live and choose between fixed price or auction. The seller retains ownership of the watch while it is in Audemars Piguet’s custody until sold. AP handles secure shipping, authentication, photography, listing creation, and delivery.

Buyers receive manufacturer certification, a dedicated Watch Keepers travel pouch, and a two-year warranty. Transactional access is reserved for registered users. Details on how Audemars Piguet will monetise the service have not been disclosed.

Market context and positioning

The secondary market for luxury watches is becoming increasingly professionalised. The launch responds to strong demand from collectors and reinforces the brand's commitment to supporting the long-term life cycle of its watches. The platform allows collectors to access all certified pre-owned watches in one place, unlike Rolex which requires visiting multiple retailer catalogs.

Audemars Piguet stands to capture resale margins directly, unlike Rolex which works through retailers. Rolex launched its CPO program in December 2022 and sold 10,300 CPO watches in Q3 2026, generating $229 million in revenue. That program is projected to exceed $1 billion in revenue by 2027.

The digital experience features color-themed virtual rooms and ‘Expert Watch Keepers’, actual AP staff represented as digital avatars. The platform builds on pilot initiatives previously tested across Japan, Switzerland, and the U.S. Approximately 100 watches are presented on the platform at any given time, spanning different collections and eras.

As of publication, The Watch Keepers lists 42 watches. The range includes gem-set Royal Oaks and a Jules Audemars Equation of Time in pink gold configured for Vienna. AP CEO Ilaria Resta stated the platform aligns with client expectations and enables pre-loved timepieces to 'give a new life'. The platform will be overseen from Audemars Piguet's Le Brassus headquarters as it expands globally.