Audemars Piguet launches 'The Watch Keepers', its own certified pre-owned marketplace
The Royal Oak maker has opened a digital platform in Switzerland and Europe where owners can resell AP watches at least two years old after the brand authenticates and grades them; buyers get a certificate and a two-year warranty.
Audemars Piguet has entered the official second-hand market. On 26 October the Swiss watchmaker launched The Watch Keepers, a digital marketplace for certified pre-owned AP watches, following Rolex into brand-backed resale.
How it works
- Sellers register, verify the serial number and proof of ownership, and send the watch by insured courier to an AP service centre. Only watches sold at least two years earlier are eligible.
- AP watchmakers authenticate each piece against the archives and grade the case, dial and bracelet on a five-point scale, then photograph it and write the listing.
- The seller chooses a fixed price or bidding and stays the owner until the sale; AP stores the watch.
- Buyers receive a certificate of authenticity and a two-year warranty. Around 100 watches will be listed at a time.
Unlike Rolex’s programme, where dealers buy and recondition watches, AP uses a consignment model and does not service watches by default, WatchPro notes. The launch covers Switzerland and continental Europe; the US and UK are not yet included.
Also available in: Саха тылаРусскийEspañol中文Portuguêsالعربية