Audemars Piguet has launched 'The Watch Keepers,' a new digital platform dedicated to its certified pre-owned (CPO) watch program. This initiative aims to bring buyers and sellers of pre-owned Audemars Piguet timepieces together, with watches inspected and guaranteed by the brand's in-house experts. The platform is designed to legitimize the secondary market and follows similar moves by other luxury watch brands.
- Certified pre-owned watch service program
- Digital platform called 'The Watch Keepers'
- Roll out in Switzerland and Europe
- Facilitates sales of pre-owned Audemars Piguet watches at least two years old
- Offers a two-year functioning service guarantee on purchased timepieces
The platform will facilitate sales of pre-owned Audemars Piguet watches that are at least two years old, with the brand examining and certifying them as genuine and authentic before listing them for sale.
Buyers will receive a two-year functioning service guarantee on timepieces purchased through The Watch Keepers.
The launch of this CPO program marks a significant expansion of Audemars Piguet's sales channels, which primarily consist of company-owned boutiques for new watches.
The program follows Rolex's entry into the CPO market, which began in December 2022 and has seen significant sales growth.
The Watch Keepers platform is expected to increase customer contact, gather client data, and generate revenue through user fees.
The platform will list approximately 100 Audemars Piguet watches at a time, each with a five-point grading system assessing the aesthetic condition of the case, dial, and bracelet.
Prospective buyers can consult digital avatars of brand sales associates for guidance and product recommendations.