Audemars Piguet Launches The Watch Keepers, a New Certified Pre-Owned Service

Le Brassus, 26 October 2026 – Swiss Haute Horlogerie manufacturer Audemars Piguet is pleased to introduce The Watch Keepers, its new end-to-end service for Certified Pre-Owned (CPO) Audemars Piguet timepieces. A dedicated digital platform, it facilitates the buying and selling of authenticated watches re-entering the market while ensuring clarity and peace of mind at every step. With The Watch Keepers, the timepieces return to the care of the Manufacture's service centres, where they receive the same attention and expertise that first defined them, before embarking on their next chapter through a secure and trusted experience. Accessible to collectors and newcomers alike, the platform broadens access to generations of Audemars Piguet watches while fostering new connections with the art of watchmaking and the AP community.

An expansive business model

The Watch Keepers offer new ways to engage with Audemars Piguet, opening the world of Haute Horlogerie to curious newcomers while accompanying clients through the life of their timepieces. Introduced as a digital platform, it fosters a safe, community-driven space where access to a variety of watches is facilitated, and guidance is provided at every step. This end-to-end service embraces the timeless nature of AP creations, extending their lifecycle with a circular, responsible approach, while fostering a trusted community of individuals seeking to refresh their collection. In this way, it lays the foundation for a business model designed to grow with its community – complementing retail, welcoming new audiences and responding to changing expectations.

Accessible to registered users, the platform provides a secure environment that connects a broad and diverse audience. It will be rolled out in Europe and Switzerland before progressively expanding across regions worldwide, further opening the doors of Audemars Piguet to collectors and watch enthusiasts across generations, and allowing them to engage with the brand in new ways.

Developed in response to client demand, this initiative reflects the Manufacture's commitment to creating opportunities for timepieces to continue being worn, valued and enjoyed over time. It offers an alternative pathway that coincides with retail operations, enabling individuals to renew their collection while giving watches the possibility to find a new owner – an approach that directly addresses evolving needs within the watch community.

A high-end service for a distinctive experience

An extension of the Manufacture's service offering, The Watch Keepers make their debut as a digital platform: a virtual home away from home with colour-themed rooms that immerse visitors into the world of Audemars Piguet's CPO offering. Guests are guided by the dedicated Expert Watch Keepers – real AP team members accurately captured as digital avatars – for bespoke support at all times, as they browse the site to discover available pre-owned watches, list a reference for sale, and access editorial content.

Sellers begin with registration, followed by an online verification of the timepiece's serial number and proof of ownership. Eligible watches must be Audemars Piguet creations of at least two years from their first sellout date and are handled by an insured courier for secure transfer to AP's Customer Service facilities. There, the Manufacture's watchmakers authenticate each watch, cross-reference it against the archive registers and evaluate its condition before carrying out the checks required for transparency, clarity and trust to prevail.

The teams then produce high-resolution photos and a detailed listing featuring insights only AP can provide, backed by a five-point grading system that assesses the aesthetic condition of the case, dial and bracelet. The seller subsequently reviews this information and may choose between a set price or a bidding format, while retaining control over the publication date. Throughout the process, the watch remains the seller's property and is stored securely within Audemars Piguet's facilities until the sale is complete.

While the watch catalogue remains visible to all account holders, to access transactional activities, buyers must undergo the same initial registration process, ensuring complete peace of mind for all parties. Approximately one hundred watches are showcased at any given time, with a varied selection across collections and eras. Once a sale is final, the timepiece is safely delivered with The Watch Keepers' travel pouch, certificate of authenticity and a two-year warranty covering proper functioning.

All operations are overseen from Audemars Piguet's headquarters in Le Brassus, in close coordination with local regional service centres. Together, they guarantee consistency, integrity and the highest quality standards throughout the journey. The Watch Keepers give Audemars Piguet watches new opportunities to be worn while cultivating a trusted community connected by craftsmanship and continuity.

"With The Watch Keepers, we continue to offer our clients products and services aligned with their expectations. Building on the Manufacture's hospitality, this new end-to-end service provides collectors with the opportunity to give pre-loved timepieces a new life, welcoming anyone curious to explore our world."

Ilaria Resta, Chief Executive Officer, Audemars Piguet

Excellence, handed down

Since 1875, Audemars Piguet has fostered a culture of excellence shaped by an enduring spirit of independence, collaboration and craftsmanship. With The Watch Keepers, the Manufacture extends this heritage to the world of CPO Audemars Piguet watches, offering a comprehensive, high-end service that prepares AP creations for their next chapter, while bringing rare hard-to-find watches back into view.

Audemars Piguet pairs heritage with documented certainty. As the sole custodian of its archive registers and service records, the Manufacture is uniquely positioned to cross-check each of its timepieces against historical data to assess their authenticity. This direct oversight, carried out by the same workshops and experts responsible for servicing the brand's watches across all collections and generations, maintains a level of verification that no external partner can replicate.

Drawing on this level of certainty, The Watch Keepers certify watch identity and conformity – a founding principle that guarantees each pre-owned Audemars Piguet timepiece is authenticated with clear, verified information. From this foundation, the service establishes a new digital pathway for pre-owned AP watches, enabling continuity, transparency and full alignment with the Manufacture's high standards.

"The launch of The Watch Keepers, our official Certified Pre-Owned service, marks an important and long-anticipated milestone for Audemars Piguet. It responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches."

Marc Montagne, Director of CPO, Audemars Piguet

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