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Audemars Piguet is introducing a new way to buy and sell its watches. Through The Watch Keepers, its Certified Pre-Owned platform, the manufacturer takes a direct role in the resale of its own timepieces, offering certified authenticity, traceability, and official backing.
The service launched on October 26, 2026, in Switzerland and Europe, with plans to expand into other markets. The platform accepts Audemars Piguet watches that are at least two years old.
The process begins when an approved seller sends a watch to the brand. Audemars Piguet then inspects, certifies, photographs, and stores it. The watch is subsequently listed at a fixed price or offered through a bidding system. The seller retains ownership until the transaction is completed, while the buyer receives a two-year warranty covering the watch’s functioning.
The platform plans to maintain around 100 watches listed at any given time. A five-tier grading system will describe the cosmetic condition of each watch’s case, dial, and bracelet.
The initiative extends Audemars Piguet’s relationship with its watches beyond the initial sale. By participating directly in subsequent transactions, the manufacturer gains greater control over authenticity and the buying experience, along with information about successive owners. It also strengthens the brand’s ability to track and maintain its timepieces throughout their working lives.
Photo courtesy of Audemars Piguet
