Audemars Piguet wants to take control of the pre-owned market – launches The Watch Keepers

The market for pre-owned luxury watches continues to grow, and more and more manufacturers want to become part of it themselves. Now Audemars Piguet is taking a major step with the launch of The Watch Keepers, a digital platform where collectors can buy and sell certified pre-owned watches directly through the manufacturer.

A new model for buying and selling

The Watch Keepers serves as a digital marketplace where sellers can offer their watches at a fixed price or through bidding. Audemars Piguet acts as an intermediary and is responsible for ensuring that each piece is inspected before it is presented to potential buyers.

For a watch to be accepted, at least two years must have passed since it was originally sold. The seller registers the watch's serial number and proves ownership, after which the watch is transported under insurance to one of Audemars Piguet's service centers.

There, it undergoes an inspection of authenticity and condition. The manufacturer then documents the watch with high-resolution photographs, technical specifications, and a five-point assessment of the aesthetic condition of the case, dial, and bracelet.

An interesting detail is that the watch remains the seller's property until the transaction is completed. Audemars Piguet stores it during the sales process and is then responsible for delivering it to the new owner.

Two-year warranty and around 100 watches

For the buyer, the initiative primarily means a higher degree of security. Each watch is delivered with a certificate of authenticity, a special travel case from The Watch Keepers, and a two-year warranty on its functionality.

The platform is intended to offer around 100 watches at a time, with models from different collections and time periods. This means that both modern Royal Oaks and older, rarer references can become available through the manufacturer's own sales channel.

Audemars Piguet has also placed great emphasis on the digital experience. Visitors will meet virtual representatives based on real employees, who will be able to guide customers through both buying and selling.

A growing market that manufacturers can no longer ignore

The launch is also a clear sign of how the relationship between watch manufacturers and the second-hand market is changing. Rolex introduced its Certified Pre-Owned program back in 2022 and has since built up an extensive operation through authorized dealers. Manufacturers such as Vacheron Constantin and Jaeger-LeCoultre have also developed their own solutions for certified pre-owned watches.

Audemars Piguet, however, is choosing a slightly different path. By consolidating the operation on its own digital platform and facilitating the sales itself, the company gains a direct relationship with both buyers and sellers, without having to purchase each watch for its own inventory. It is an interesting development, not least because the second-hand market has long been an important part of Audemars Piguet's appeal. According to LuxeConsult, the global second-hand watch market amounted to around 22–24 billion Swiss francs in 2025, and growth is expected to continue in the coming years.

For established dealers of pre-owned luxury watches, the initiative means another competitor, but also an acknowledgment of the importance of the second-hand market. The manufacturers' ability to verify authenticity, document history, and offer their own warranties is naturally a competitive advantage. At the same time, the question remains how the prices of certified pieces will compare with the rest of the market. Audemars Piguet has not yet published a full price list for the service's fees and commissions.

For buyers, it will therefore be interesting to see how much extra they are willing to pay for the security of buying a pre-owned Audemars Piguet directly through the manufacturer. With The Watch Keepers, Audemars Piguet shows that the relationship with a watch does not have to end at the first sale. On the contrary, it can continue through several owners and generations, while the manufacturer maintains a central role.