High-end watchmaker Audemars Piguet has officially entered the secondary market by launching its long-anticipated certified pre-owned (CPO) programme, operating under the name The Watch Keepers. Functioning as a digital intermediary between buyers and sellers, the platform introduces a flexible model that gives owners the choice of listing their timepieces at a fixed price or offering them through an auction.
This strategic move arrives as the secondary market for luxury timepieces continues to undergo significant professionalization. In recent years, major watch manufacturers have taken increasingly active roles through dedicated CPO initiatives. Beyond generating new revenue streams from watches that have already left authorized retail boutiques, these brand-led programmes allow watchmakers to exercise greater control over the pre-owned buying and selling experience—a space that was historically dominated entirely by independent dealers, pre-owned traders, and traditional auction houses.
A Unique CPO Model
Unlike other major Swiss watch brands, such as Rolex, which leverages its expansive global network of authorized retail partners to handle physical inventory, pricing negotiations, and customer interactions for its own CPO programme, Audemars Piguet has opted for a centralized, direct sales model. Because of this structural difference, the manufacturer must assume a much more hands-on role in the transaction process.
Through The Watch Keepers platform, the programme acts as a direct intermediary linking the seller and the prospective buyer. The service begins with the registration of both parties, followed by a rigorous validation process to verify the authenticity of the watch. Once the timepiece is accepted into the custody of Audemars Piguet, the platform takes over the entire presentation process. This includes professional photography as well as the preparation of detailed listings featuring verified technical specifications and a comprehensive condition assessment.
This approach significantly unburdens the seller, removing the technical complexities and marketing hurdles traditionally associated with disposing of a luxury asset. For buyers, the brand’s direct involvement instills a higher level of confidence regarding the watch’s condition, historical integrity, and authenticity. Furthermore, this standardized framework helps level the playing field between casual owners and seasoned collectors who possess varying degrees of market expertise.
Before any listing officially goes live on the platform, the seller retains the opportunity to review and confirm the final presentation details. Crucially, sellers are given the autonomy to choose their preferred sales mechanism, opting either for a straightforward fixed price or participating in an online auction hosted directly on The Watch Keepers platform.
The inclusion of an optional auction format represents a particularly thoughtful feature for a marquee manufacturer like Audemars Piguet. Given the historical volatility and peaks of secondary market valuations for the brand’s key references, many owners have often worried about leaving money on the table when parting with rare pieces. An auction structure allows the free market to determine the true current value of a coveted timepiece in real-time.
Regardless of whether a watch is listed at a fixed price or sent to auction, the asset remains legally the property of the seller while under the physical custody of Audemars Piguet until a transaction is completed. Once a sale is finalized, the brand manages the secure delivery of the watch to the buyer, ensuring end-to-end oversight of the transaction.
The Details
At the time of its initial public launch, The Watch Keepers debuted with a curated selection of 42 watches available for acquisition. This initial inventory reflects the breadth and historical depth of the Le Brassus manufacturer, ranging from contemporary gem-set Royal Oak models to complex complications, such as a rare Jules Audemars Equation of Time in pink gold configured specifically for the Vienna market.
While the core mechanics of the platform are now operational, several operational details remain undisclosed. Notably, the exact financial structure regarding how Audemars Piguet intends to monetize the service has yet to be fully clarified. While Rolex passes authentication and servicing fees directly through its authorized dealer network—costs ultimately borne by either the buyer or the seller—specific commission structures and service fees for The Watch Keepers have not been publicly detailed at this stage.
Geographically, the programme is rolling out initially in Switzerland and select European markets, with broader plans for a future global expansion. To qualify for the platform, submitted watches must meet specific criteria, notably being at least two years past their original point of retail sale.
In line with industry standards for manufacturer-backed certified pre-owned initiatives, every timepiece sold through The Watch Keepers is accompanied by an official certificate of authenticity and a fresh manufacturer warranty, providing the new owner with a two-year period of coverage.
