Audemars Piguet Takes the Pre-Owned Market Into Its Own Hands with The Watch Keepers
The Watch Keepers will list about 100 authenticated pre-owned watches at a time and gives buyers a certificate, pouch and two-year warranty.
- On Monday, Audemars Piguet launched The Watch Keepers, a digital platform for buying and selling certified pre-owned watches, with initial rollout across Europe and Switzerland.
- Director of certified pre-owned Marc Montagne called the launch "an important and long-anticipated milestone for Audemars Piguet" that responds to strong collector demand and supports the long-term life cycle of watches.
- Only timepieces at least two years past their initial retail purchase qualify for the program, with each piece receiving a five-point grading system, certificate of authenticity, and a two-year warranty.
- Sellers retain ownership while watches are stored at Audemars Piguet facilities, choosing between fixed pricing or auctions, while buyers browse about 100 curated pieces guided by digital avatars of staff.
- Expanding beyond Europe, Audemars Piguet joins competitors Rolex, Vacheron Constantin, and Richard Mille in the secondary market, aiming to capture revenue and build loyalty through progressive international rollout.
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The manufactory wants to control the trade in used Royal-Oak watches and other models more closely and to attract new customers. Unlike Rolex, AP does not cooperate with the specialist trade.
Now Audemars Piguet is also entering the business of pre-owned luxury watches
Long speculated, it is now official. Swiss luxury watch manufacturer Audemars Piguet is taking the trade in pre-owned watches into its own hands. Independently of this, Sotheby’s is auctioning 21 vintage Patek Philippe watches from the inventory of Beyer Uhren & Juwelen, which is closing its business after 266 years on Zurich’s Bahnhofstrasse.
The Swiss luxury watch manufacturer Audemars Piguet takes the trade in used watches into his own hands. Regardless of this, Sotheby is auctioning off 21 old Patek Philippe from the holdings of Beyer Watches & Jewels, which closes his business after 266 years at Bahnhofstrasse in Zurich.
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