Audemars Piguet, the esteemed independent watchmaker from Le Brassus best known for its iconic Royal Oak model, is officially launching its long-anticipated certified pre-owned (CPO) watch service program. The manufacturer is introducing a dedicated digital platform called "The Watch Keepers," designed to seamlessly connect buyers and sellers of authentic, pre-owned Audemars Piguet timepieces that have been thoroughly inspected and guaranteed by the company’s own in-house experts.
The initiative marks a significant evolution in how the prestigious Swiss brand interacts with its collector community and manages the lifecycle of its creations. As the secondary market for luxury watches continues to expand at a pace that frequently outstrips primary retail growth, major high-end manufacturers are increasingly stepping in to offer trusted, brand-certified alternatives to traditional independent resellers and auction houses.
Designed specifically as a curated digital marketplace, the program will initially roll out in Switzerland and Europe before planning future expansions into other critical global luxury markets, including the United States. The platform is structured to facilitate transactions for pre-owned Audemars Piguet watches that are at least two years old.
The mechanics of the program are designed to ensure complete authenticity and peace of mind for both parties involved in the transaction. Approved sellers looking to list their timepieces will securely ship the watches directly to Audemars Piguet. Once received, the brand’s specialists will carefully examine, authenticate, and certify the pieces as genuine. Following this rigorous inspection process, Audemars Piguet will professionally photograph the watches, compile detailed listing documentation, and offer them for sale on The Watch Keepers platform.
Watches on the site will be made available either at a fixed, set price or through a bidding format, marketed directly to potential approved buyers who have registered to use the service. Throughout the listing and sales period, Audemars Piguet will securely hold and store the watches at its facilities until a purchase is finalized. The brand will then facilitate the delivery to the new buyer, who will also receive a comprehensive two-year functioning service guarantee on any timepiece purchased through the platform. Notably, despite Audemars Piguet handling the authentication, storage, and fulfillment process, the original seller remains the legal owner of the watch until the transaction is successfully completed and delivered to the new owner.
The launch of Audemars Piguet’s CPO program represents a major strategic expansion of the brand’s sales and distribution channels. The company traditionally sells the vast majority of its new timepieces through its own network of company-owned boutiques rather than traditional multi-brand retail partners. By entering the secondary market, Audemars Piguet is further legitimizing the pre-owned space, following closely in the footsteps of industry titan Rolex.
Rolex made waves across the luxury watch industry when it launched its own authorized-dealer-facilitated CPO program beginning in December 2022, starting in Switzerland and Europe before expanding rapidly into the U.S. and other international markets. The Rolex CPO initiative has seen remarkable financial success, reaching a record quarterly sales total of $229 million in the third quarter of 2026. Data compiled by market tracker WatchCharts indicates that participating Rolex authorized dealers sold approximately 10,300 CPO watches over the course of those three months alone.
Planning for Audemars Piguet’s entry into the certified pre-owned sector has been underway for several years. The initiative was initially considered under former CEO François-Henri Bennahmias, who stepped down from the brand in 2024 and was succeeded by current CEO Ilaria Resta. Under Resta’s leadership, the former Procter & Gamble executive brought in Marc Montagne—previously with prominent watchmakers Vacheron Constantin and Jaeger-LeCoultre—to spearhead Audemars Piguet’s dedicated CPO division.
Beyond providing a secure transactional environment, The Watch Keeper platform is projected to strengthen direct customer engagement, yield valuable market data and consumer insights, and generate additional revenue streams through user and platform fees.
Marc Montagne, the Director of Audemars Piguet CPO, emphasized the consumer-driven nature of the new program. In a public statement, Montagne noted that the initiative directly "responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches."
The timing of the platform’s launch aligns with broader shifts in the global luxury watch economy. According to Oliver Müller, head of the Swiss-based consulting firm LuxeConsult, the secondary market for pre-owned luxury watches is currently growing at a faster rate than the primary market for new high-end timepieces. LuxeConsult projections suggest that secondary market sales could eventually surpass primary market retail sales sometime between 2032 and 2038, depending on ongoing annual growth trajectories.
Market data underscores this robust momentum. Secondary market sales transactions grew by approximately 7% in 2025, reaching between CHF 22 billion and CHF 24 billion. By comparison, primary retail transactions for new watches stood at approximately CHF 61 billion during the same timeframe.
Furthermore, the secondary market is heavily concentrated around a select few powerhouse brands. According to LuxeConsult’s latest industry reports, just three legendary manufacturers—Rolex, Patek Philippe, and Audemars Piguet—account for roughly 61% of total transaction values on the secondary market. This dominance eclipses their already substantial share of about 45.5% of primary retail market value.
When browsing The Watch Keepers site, users will encounter a carefully curated inventory, with the platform typically listing around 100 Audemars Piguet watches at any given time. To provide absolute transparency regarding the condition of each timepiece, the company has implemented a specialized five-point grading system. This grading system independently assesses the aesthetic condition of the watch case, the dial, and the bracelet. Additionally, prospective buyers navigating the platform can consult digital sales associate avatars designed to guide users and offer tailored product recommendations based on individual collector preferences.
For further information regarding the new platform, prospective participants can visit the official Audemars Piguet website.
