Audemars Piguet has launched “The Watch Keepers,” an official digital marketplace and certified pre-owned service for its own watches. The brand introduced the platform on October 26.

The move follows Rolex, which began its Certified Pre-Owned program through authorized dealers in December 2022, and Vacheron Constantin, which introduced its own pre-owned program in 2024.

How It Works

Sellers register online, and AP verifies the serial number and proof of ownership. The watch is then sent to AP, authenticated, and graded on a five-point scale covering the case, dial, and bracelet. Sellers can choose a set price or a bidding format.

Every watch sold comes with a certificate of authenticity, Watch Keepers–branded packaging, and a two-year warranty. About 100 watches will be listed at any given time, and only AP watches from the past two years are eligible.

There is one catch for American collectors. The service is available only in Europe and Switzerland at launch, though AP says it “will be progressively expanded across the world.” No timeline has been given.

“With the Watch Keepers, we continue to offer our clients products and services aligned with their expectations,” AP CEO Ilaria Resta said in a statement.

Why It Matters

For buyers, the biggest value is trust. Pre-owned luxury watches carry real risk around authenticity and condition, and a brand-backed certificate and warranty remove much of it. Hodinkee, quoted by JCK, says the service “further legitimizes the secondary, or pre-owned, watch market.”

For AP, it is also a way to keep control of how its watches are priced and presented after the first sale. The brand describes the service as “extending their lifecycle with a circular, responsible approach.”

For now, The Watch Keepers is a European test run. If it expands to the U.S., it could become the safest way to buy a pre-owned AP, and a clear signal that the secondary market is no longer an afterthought for Swiss luxury.

Photo Credit: Audemars Piguet