Audemars Piguet Launches Certified Pre-Owned Platform Offering Consignment and Auctions

The concept of Certified Pre-Owned (CPO) isn’t new to the watch industry, but it has gained quite some momentum in recent years, in particular when Rolex launched its own service , now known to be a significant revenue generator for the Geneva-based brand (USD 590 million in 2025, already more than that as of September 2026, according to LuxeConsult/Morgan Stanley). Now that many brands have embraced the concept of CPO, it was about time for Audemars Piguet to release its long-anticipated Certified Pre-Owned watch programme. Its name: The Watch Keepers. One of its key features: it is an online platform accessible here , currently open in Europe and Switzerland, before progressively expanding across regions worldwide. As said, Certified Pre-Owned (CPO) programmes are not new to watch brands and several higher-end watchmakers have already developed their own take on the idea to sell second-hand, authenticated watches. Large-scale brands such as JLC or Vacheron have already introduced their programmes, while several independent watchmakers, such as MB&F or F.P. Journe, have embraced the idea too – all with slight differences in the approach. Yet, in 2022, Rolex’s announcement of its own RCPO programme certainly changed the game even more, and the idea of acquiring a second-hand watch from the brand is now well established. It’s now Audemars Piguet’s turn to release its own version

Audemars Piguet has finally launched its long-rumoured certified pre-owned (CPO) programme, The Watch Keepers . The digital platform acts as an intermediary between buyers and sellers, giving consignors the choice of selling at a fixed price or through an auction. Audemars Piguet is neither a buyer nor the seller, instead it is the facilitator. The move comes at a time when the secondary market for luxury watches is becoming increasingly professionalised, with brands taking a more active role through CPO. As noted earlier this year , the opportunity goes beyond earning revenue from watches already sold: it gives brands greater control over the pre-owned buying experience previously left to dealers and auction houses. Unlike Rolex, which leverages its global network of authorised dealers to handle pricing and customer interactions for its own CPO programme , Audemars Piguet’s direct sales model means that it has to take on a bigger role. As a result, The Watch Keepers becomes the intermediary between the seller and the buyer, registering both parties and validating the authenticity of the watch. The Watch Keepers also handles all photography, and prepares the listings with verified technical details and a condition assessment. This takes much of the preparation off the seller’s hands and should give buyers greater confidence in the watch’s specifications and condition. It also h

IN THE FRAY: Audemars Piguet revealed Monday it is joining the certified pre-owned field with the launch of a dedicated digital platform. Called The Watch Keepers, the service aims to guide buyers and sellers through each step, from listing an authenticated watch to its sale. “With The Watch Keepers, we continue to offer our clients products and services aligned with their expectations,” said Ilaria Resta, the watchmaker’s chief executive officer. “Building on the manufacture’s hospitality, this new end-to-end service provides collectors with the opportunity to give pre-loved timepieces a new life, welcoming anyone curious to explore our world.” Director of certified pre-owned Marc Montagne, who was named to the role two years ago, called the launch “an important and long-anticipated milestone for Audemars Piguet ” that “responds to strong demand from collectors and reinforces our commitment to supporting the long-term life cycle of our watches .” Launching in Switzerland and the rest of Europe ahead of a broader progressive rollout, The Watch Keepers will be overseen from Audemars Piguet’s Le Brassus headquarters, in close collaboration with regional service centers. Users are required to register to buy or sell on the platform. Would-be sellers must submit their timepiece’s serial number and proof of ownership, then ship it to an Audemars Piguet service center using an insure

Introducing The Porsche Design Chronograph 1 Utility – Limited Edition for Hodinkee The Le Brassus watchmaker will facilitate sales and auctions of brand-certified timepieces on a digital platform launching in Switzerland and Europe, with plans for expansion to other markets, including the U.S. A udemars Piguet, best known for its Royal Oak model, is starting its long-anticipated certified pre-owned watch service program, launching a digital platform called 'The Watch Keepers' that will bring together buyers and sellers of the Swiss brand's watches inspected and guaranteed by the company's in-house experts. Designed as a digital marketplace, the program will roll out in Switzerland and Europe starting today and will facilitate sales of pre-owned Audemars Piguet watches at least two years old. Approved sellers will securely ship watches to the brand, where Audemars Piguet will examine and certify them as genuine and authentic. The brand will then photograph the watches, document them with listing details, and list them for sale at a set price or via bidding on The Watch Keepers platform, offering them to potential approved buyers using the service. Audemars Piguet will hold and store the watches until they sell and will facilitate delivery to buyers, who will receive a two-year functioning service guarantee on timepieces purchased on the platform. However, the seller will remain