Audemars Piguet has launched "The Watch Keepers," a new online platform for certified pre-owned watches, aiming to connect buyers and sellers under the manufacturer's supervision. Initially available in Europe, Switzerland, and Liechtenstein, the program involves authentication and condition assessment by Audemars Piguet before listing watches, which must be at least two years past their original sell-out date. This move positions Audemars Piguet to offer greater confidence to buyers and maintain a stronger connection with collectors in the growing secondary market.
- Certified pre-owned watch platform
- Availability limited to Europe, Switzerland and Liechtenstein initially
- Watches must be at least two years past original sell-out date
- Each purchase includes a certificate of authenticity and a two-year warranty
The platform places Audemars Piguet at the center of transactions, with watches submitted for sale sent securely to brand service facilities for authentication and condition assessment.
Sellers must register, verify the serial number, and provide proof of ownership; watches are evaluated using a five-point grading system for case, dial, and bracelet/strap.
Sellers can choose between a fixed price or a bidding format, retaining control over listing timing, with watches stored securely at Audemars Piguet facilities until sold.
Approximately 100 timepieces are expected to be listed at any given time, spanning different collections and eras.
The manufacturer's authentication and standardized condition assessment aim to provide buyers with greater confidence in the secondary market.
The success of The Watch Keepers will depend on competitive pricing, availability, variety of references, and the overall buying experience.