Audemars Piguet, the esteemed Swiss watchmaker renowned for its iconic Royal Oak collection, has officially launched "The Watch Keepers," a groundbreaking digital platform dedicated to the sale and auction of certified pre-owned timepieces. This initiative marks a significant strategic move for the Le Brassus-based manufacturer, signaling a deep engagement with the burgeoning secondary watch market and a commitment to extending the lifecycle of its cherished creations. Initially debuting in Switzerland and across Europe, the platform is poised for a phased global expansion, with the United States and other key international markets slated for future integration.
Strategic Entry into the Certified Pre-Owned Market
The introduction of The Watch Keepers represents Audemars Piguet’s long-anticipated formal entry into the certified pre-owned (CPO) watch segment. This program allows for the sale of pre-owned Audemars Piguet watches that are at least two years old. The platform operates as a curated digital marketplace, connecting discerning collectors and enthusiasts with meticulously inspected and authenticated timepieces. This venture is not merely about expanding sales channels; it is a deliberate effort to reinforce brand control over the pre-owned market, ensure the integrity of its products, and foster a direct relationship with a broader spectrum of its clientele.
The operational framework of The Watch Keepers involves approved sellers securely shipping their Audemars Piguet watches to the brand’s facilities. There, in-house experts conduct a rigorous examination to verify authenticity and assess the condition of each timepiece. Following this authentication process, Audemars Piguet undertakes professional photography and detailed documentation of the watches. These authenticated pieces are then listed for sale on the platform, either at a fixed price or through an auction format, making them accessible to a pool of pre-approved buyers. Audemars Piguet will manage the secure storage and delivery of sold watches, providing purchasers with a two-year functioning service guarantee, underscoring the brand’s confidence in the quality and longevity of its pre-owned offerings. Crucially, sellers retain ownership of their watches until they are successfully sold and dispatched to their new owners.
A Precedent Set by Industry Leaders
Audemars Piguet’s foray into the CPO market follows a trend initiated by other leading luxury watch brands, most notably Rolex. Rolex, a formidable player in both primary and secondary markets, launched its own CPO program in December 2022, facilitated through its network of authorized dealers. This program, which also commenced in Switzerland and Europe before expanding globally, has demonstrated significant success. Data compiled by WatchCharts indicates that participating Rolex authorized dealers achieved a record quarterly sales total of $229 million in the third quarter of 2026, with approximately 10,300 CPO watches sold during that period. This robust performance highlights the substantial commercial viability and consumer demand within the CPO sector.
The entry of Audemars Piguet and Rolex into the CPO space signifies a broader industry shift. For years, the secondary watch market operated largely outside the direct purview of manufacturers, leading to concerns about authenticity, provenance, and fair pricing. By establishing their own CPO programs, these brands aim to bring greater transparency, security, and assurance to buyers, while also capturing a significant share of the pre-owned market’s revenue. This strategic alignment with the secondary market is particularly pertinent given its rapid growth trajectory.
Market Dynamics and Growth Projections
The secondary market for pre-owned watches is experiencing a growth rate that outpaces that of the primary market for new luxury timepieces. According to Oliver Müller, head of the Swiss-based consulting firm LuxeConsult, secondary market sales are projected to surpass primary market sales within the next decade, potentially between 2032 and 2038, depending on prevailing growth rates. In 2025, secondary market transactions saw an approximate 7% increase, reaching an estimated CHF 22 billion to CHF 24 billion. This stands in contrast to primary market retail transactions, which amounted to approximately CHF 61 billion during the same period.
LuxeConsult’s recent report further emphasizes the dominance of a few key brands in the secondary market. Rolex, Patek Philippe, and Audemars Piguet collectively account for a substantial 61% of transaction values in the pre-owned space, compared to their 45.5% share of primary retail value. This concentration underscores the enduring appeal and investment value of these high-caliber timepieces, making them prime candidates for CPO initiatives.
Internal Development and Leadership
The concept of an Audemars Piguet CPO program has been under consideration for several years. The initiative gained momentum under the tenure of former CEO François-Henri Bennahmias, who departed the company in 2024. His successor, Ilaria Resta, a former executive at Procter & Gamble, has overseen the implementation of this strategic vision. To lead this critical new venture, Audemars Piguet has appointed Marc Montagne, a seasoned professional with prior experience at prestigious watch houses such as Vacheron Constantin and Jaeger-LeCoultre, to head its CPO program. Montagne’s expertise is expected to be instrumental in navigating the complexities of the pre-owned market and ensuring the seamless execution of The Watch Keepers platform.
Objectives and Potential Impact
The launch of The Watch Keepers serves multiple strategic objectives for Audemars Piguet. Firstly, it aims to enhance customer engagement and foster deeper connections with brand owners throughout the entire lifecycle of their watches. By providing a trusted avenue for buying and selling pre-owned pieces, Audemars Piguet can maintain a more comprehensive understanding of its product’s journey and its clientele’s evolving needs.
Secondly, the platform is designed to generate valuable data and insights into consumer behavior, market trends, and product desirability within the pre-owned segment. This information can inform future product development, marketing strategies, and overall business planning.
Thirdly, The Watch Keepers is expected to become a new revenue stream for Audemars Piguet through user fees associated with transactions on the platform. This diversification of income sources is a prudent business strategy in an increasingly dynamic luxury market.
Marc Montagne, Director of Audemars Piguet CPO, articulated the program’s purpose in a statement: "The new AP CPO program responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches." This sentiment highlights the brand’s dedication to its heritage and its patrons.
Platform Features and User Experience
The Watch Keepers platform is being launched with a user-friendly interface and robust functionalities. Initially, it is expected to feature approximately 100 Audemars Piguet watches available at any given time. Each listing will incorporate a detailed five-point grading system to assess the aesthetic condition of key watch components, including the case, dial, and bracelet, offering prospective buyers a clear understanding of the timepiece’s state.
In an innovative move to enhance the online shopping experience, Audemars Piguet is also introducing digital avatars. These virtual sales associates will be available to guide potential buyers, offer personalized recommendations, and assist in navigating the platform, providing a more interactive and supportive purchasing journey. This integration of advanced technology aims to bridge the gap between the physical and digital realms of luxury retail.
Broader Implications for the Luxury Watch Industry
The establishment of Audemars Piguet’s certified pre-owned platform signifies more than just a business expansion; it represents a tangible endorsement and legitimization of the secondary watch market by a top-tier manufacture. As the pre-owned market continues its impressive growth, such initiatives are likely to become increasingly common among other luxury brands seeking to capitalize on this lucrative segment while maintaining brand integrity.
The success of The Watch Keepers could set new benchmarks for CPO programs, influencing how other brands approach authenticity verification, customer service, and online marketplace operations. It also has the potential to reshape consumer perceptions of pre-owned luxury goods, fostering greater trust and confidence in their acquisition. The focus on extending the lifespan of watches aligns with growing consumer interest in sustainability and responsible consumption, further positioning Audemars Piguet as a forward-thinking brand.
The strategic decision to invest in a dedicated CPO platform underscores Audemars Piguet’s commitment to innovation and its adaptive approach to the evolving landscape of the global watch industry. By directly engaging with the secondary market, the brand is not only securing its legacy but also paving the way for future growth and continued relevance in the ever-competitive world of haute horlogerie.
