Swiss manufacture Audemars Piguet has unveiled The Watch Keepers, a new platform dedicated to certified pre-owned (CPO) watches. With this service, the house from Le Brassus intends to bring structure to the pre-owned market by drawing directly on its watchmaking expertise, its archives and its service centres. The initiative aims to extend the life of its creations while offering a secure process for sellers and buyers alike.
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A new position in the pre-owned market
Presented on 26 October 2026, The Watch Keepers marks a new step in Audemars Piguet’s services strategy. Available upon registration, this digital platform allows collectors to sell and acquire watches from the manufacture in an environment supervised directly by the brand.
The initiative responds to a request from clients: the ability to evolve their collection while ensuring the continuity of their watches’ stories. Alongside its traditional distribution network, Audemars Piguet thus opens a new path to several generations of its creations.
The scheme is also part of a circular approach, encouraging watches that have already been worn to be passed on and put back into circulation. The manufacture hopes to reach seasoned collectors as well as enthusiasts eager to discover its world.
Authentication handled by the manufacture
What sets The Watch Keepers apart is the direct involvement of Audemars Piguet’s own teams. Unlike a conventional resale platform, every watch offered must go through the manufacture’s service centres before it is listed for sale.
The seller begins by creating an account, then submits the watch’s serial number along with proof of ownership. To be eligible, the piece must be an Audemars Piguet creation first sold at least two years ago.
Once this initial check is complete, the watch is shipped by an insured carrier to an AP service centre. Watchmakers then authenticate it, consult the archive registers and assess its condition. Further checks are carried out to verify its conformity.
Each piece is then photographed in high resolution and given a detailed description sheet. Its cosmetic condition is rated on a five-level scale covering the case, dial and strap. This information is then passed on to the seller, who chooses between a fixed price and an auction, and decides on the listing date.
Throughout this period, the watch remains the property of the seller and is kept on Audemars Piguet’s premises until the transaction is completed.
A digital experience guided by experts
Beyond its transactional role, The Watch Keepers offers a digital environment built around the world of the manufacture. The platform takes the form of a virtual space made up of several rooms, each with its own colour identity. Visitors can browse the available watches, list a reference for sale or read editorial content.
“Expert Watch Keepers”, represented by digital avatars inspired by members of the Audemars Piguet teams, guide users throughout their journey.
Buyers also need to register to access the transactional features. The catalogue permanently features around a hundred watches from different collections and periods in the history of the house.
Once the sale is complete, each watch is delivered with a travel pouch, a The Watch Keepers certificate of authenticity and a two-year warranty covering its proper functioning.
Audemars Piguet’s archives in the service of traceability
With this new service, the manufacture is highlighting an advantage rooted in its history: access to its own archive registers and service records. These resources make it possible to check each watch against its historical data and to verify its identity and conformity.
This expertise is one of the main selling points of The Watch Keepers in the certified pre-owned watch market. By handling the authentication and assessment of the pieces itself, Audemars Piguet aims to deliver a level of traceability directly tied to its know-how.
As Marc Montagne, CPO Director at Audemars Piguet, points out, this launch answers a long-standing expectation among collectors and reflects the manufacture’s commitment to making its watches stand the test of time.
Initially rolled out in Europe and Switzerland, the platform is set to expand gradually to other regions of the world. With The Watch Keepers, Audemars Piguet is not merely supporting the resale of its watches: the manufacture is taking a direct part in their second life, while keeping control over their authentication and follow-up.
Frequently asked questions
The Watch Keepers is Audemars Piguet’s official platform dedicated to certified pre-owned (CPO) watches. Presented on 26 October 2026 and available upon registration, it allows users to sell and buy watches from the manufacture in an environment supervised by the brand.
The watch must be an Audemars Piguet creation first sold at least two years ago. The seller creates an account, then submits the piece’s serial number and proof of ownership.
Each watch is shipped by an insured carrier to an AP service centre. Watchmakers authenticate it, consult the archive registers, rate its condition on a five-level scale (case, dial, strap) and carry out conformity checks.
Each watch is delivered with a travel pouch, a The Watch Keepers certificate of authenticity and a two-year warranty covering its proper functioning.
The platform is first being rolled out in Europe and Switzerland, and is set to expand gradually to other regions of the world. Its catalogue permanently features around a hundred watches.
Find out more about The Watch Keepers
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