Audemars Piguet has introduced The Watch Keepers, a new end-to-end service dedicated to the buying and selling of certified pre-owned (CPO) watches from the Manufacture.
Accessible through a digital platform, the service allows collectors to sell eligible timepieces and discover authenticated watches, extending their lifecycle while maintaining the brand’s standards of quality and verification.
The platform connects buyers and sellers directly with Audemars Piguet, whose watchmakers authenticate each timepiece, cross-check it against the Manufacture’s archives, and assess its condition.
The service is designed to provide verified information throughout the process, drawing on the brand’s access to historical records and its expertise in servicing watches across generations.
To sell a watch, owners must register, verify its serial number online and provide proof of ownership. Eligible timepieces must be at least two years past their first sellout date.
Once received at an Audemars Piguet Customer Service facility, each watch undergoes authentication and condition checks. The Manufacture then prepares high-resolution photographs and a detailed listing, including a five-point grading system covering the aesthetic condition of the case, dial and bracelet.
Sellers can choose between a fixed price and an auction format, while retaining control over the publication date. The watch remains their property and is securely stored until the sale is completed.
Buyers must also register to access transactional features, while the catalogue remains visible to all account holders.
Following a completed sale, each watch is delivered with a travel pouch, a certificate of authenticity and a two-year warranty covering proper functioning.
The digital platform features colour-themed virtual rooms and digital avatars of dedicated Expert Watch Keepers, who provide guidance as users browse available watches, list a timepiece for sale or explore editorial content. Operations are overseen from Audemars Piguet’s headquarters in Le Brassus, in coordination with regional service centres.
The service will initially roll out in Switzerland and Europe before progressively expanding to other regions. thewatchkeepers.com
