Audemars Piguet Launches Certified Pre-owned Platform

by · WWD
The program launches in Switzerland and Europe first.Courtesy of Audemars Piguet

IN THE FRAY: Audemars Piguet revealed Monday it is joining the certified pre-owned field with the launch of a dedicated digital platform.

Called The Watch Keepers, the service aims to guide buyers and sellers through each step, from listing an authenticated watch to its sale.

“With The Watch Keepers, we continue to offer our clients products and services aligned with their expectations,” said Ilaria Resta, the watchmaker’s chief executive officer. “Building on the manufacture’s hospitality, this new end-to-end service provides collectors with the opportunity to give pre-loved timepieces a new life, welcoming anyone curious to explore our world.”

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Director of certified pre-owned Marc Montagne, who was named to the role two years ago, called the launch “an important and long-anticipated milestone for Audemars Piguet” that “responds to strong demand from collectors and reinforces our commitment to supporting the long-term life cycle of our watches.”

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Launching in Switzerland and the rest of Europe ahead of a broader progressive rollout, The Watch Keepers will be overseen from Audemars Piguet’s Le Brassus headquarters, in close collaboration with regional service centers.

Users are required to register to buy or sell on the platform. Would-be sellers must submit their timepiece’s serial number and proof of ownership, then ship it to an Audemars Piguet service center using an insured courier. To qualify for the program, watches must be at least two years past their first sellout date.

The brand’s watchmakers will check each piece against company records for authenticity and assess its condition. It will then be photographed and listed with a five-point condition grade for case, dial and bracelet.

Sellers can choose a set price or bidding and decide when the listing goes live. The watch remains the seller’s property and is stored securely by Audemars Piguet until it sells. Around 100 watches will be displayed at the time on the platform’s catalogue.

Buyers get a certificate of authenticity, travel pouch and two-year warranty.