Audemars Piguet Launches The Watch Keepers, Its Online Platform for Certified Pre-Owned Watches

The concept of Certified Pre-Owned (CPO) isn’t new to the watch industry, but it has gained quite some momentum in recent years, in particular when Rolex launched its own service, now known to be a significant revenue generator for the Geneva-based brand (USD 590 million in 2025, already more than that as of September 2026, according to LuxeConsult/Morgan Stanley). Now that many brands have embraced the concept of CPO, it was about time for Audemars Piguet to release its long-anticipated certified pre-owned watch program. Its name: The Watch Keepers. One of its specificities: it is an online platform accessible here, for now open to Europe and Switzerland, before progressively expanding across regions worldwide.

As said, Certified Pre-Owned (CPO) programs are not new to watch brands and several higher-end watchmakers have already developed their own take on the idea to sell second-hand, authenticated watches. Large-scale brands such as JLC or Vacheron have already introduced their programs, while several independent watchmakers, such as MB&F or F.P. Journe, have embraced the idea too – all with slight differences in the approach. Yet, in 2022, the announcement by Rolex of its own RCPO program certainly changed the game even more, and the overall idea of acquiring a second-hand watch from the brand is now well established.

It’s now Audemars Piguet’s turn to bring its own take on CPO, with a platform named “The Watch Keepers”. As explained by the brand, it “facilitates the buying and selling of authenticated watches re-entering the market while ensuring clarity and peace of mind at every step. With The Watch Keepers, the timepieces return to the care of the Manufacture’s service centres, where they receive the same attention and expertise that first defined them, before embarking on their next chapter through a secure and trusted experience.” Importantly, the service is open to long-time collectors already known by the brand and newcomers alike, as a way to counteract the high-demand on certain models, which are known to be inaccessible to first-time buyers.

The experience is led through a digital marketplace and not an in-store program, with a secure environment where guests are guided “by the dedicated Expert Watch Keepers – real AP team members accurately captured as digital avatars – for bespoke support at all times, as they browse the site to discover available pre-owned watches, list a reference for sale, and access editorial content.”

On the seller’s side, everything begins with a registration, followed by an online verification of the timepiece’s serial number and proof of ownership. Eligible watches must be at least two years from their first sellout date and will then be handled by an insured courier for secure transfer to AP’s Customer Service facilities. Then, the watch is authenticated and its condition is evaluated, before carrying out the checks required for transparency, clarity and trust to prevail. The teams then produce high-resolution photos and a detailed listing featuring insights only AP can provide, backed by a five-point grading system that assesses the aesthetic condition of the case, dial and bracelet. The seller subsequently reviews this information and may choose between a set price or a bidding format, while retaining control over the publication date. During the entire process, the watch remains the seller’s property and is stored securely within Audemars Piguet’s facilities until the sale is complete.

On the buyer’s side, the same initial registration process is necessary before being able to acquire a watch. Approximately one hundred watches are showcased at any given time, with a varied selection across collections and eras. Once a sale is final, the timepiece is safely delivered with The Watch Keepers’ travel pouch, certificate of authenticity and a two-year warranty. All operations are overseen from Audemars Piguet’s headquarters in Le Brassus, in close coordination with local regional service centres.

For now, Audemars Piguet’s The Watch Keepers CPO program is only available in Europe and Switzerland, while the brand states that it will progressively expand across regions worldwide. It is said that it “responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches,” according to Marc Montagne, Director of CPO, in a statement.

For more details, please visit thewatchkeepers.com and www.audemarspiguet.com.