Audemars Piguet launches safe space for second‑hand watch trading
Audemars Piguet has launched “The Watch Keepers,” a certified pre‑owned program that creates a secure, community‑driven marketplace for second‑hand watches in Switzerland and Continental Europe. Owners register, provide serial numbers and proof of ownership, and send eligible watches—originally sold at least two years ago—to an AP service facility where they are authenticated and graded on a five‑point condition scale. The pieces are professionally photographed and listed for resale, remaining the sellers’ property until a sale is completed, after which they are delivered in a branded travel pouch with a certificate of authenticity and a two‑year warranty. The consignment model differs from traditional Rolex CPO schemes by forgoing full servicing and restoration, instead relying on condition grading and expert‑crafted descriptions. Fees are based on a tiered commission structure: 20 % on the first CHF 25,000, 15 % on the next CHF 25,000, and 10 % on any amount above that, resulting in an effective rate of about 17.2 % on a CHF 52,000 sale. This initiative aims to extend the lifecycle of AP timepieces, engage new audiences, and complement retail operations with a responsible, circular approach to luxury watch trading.
Buying Time Analysis: Audemars Piguet’s launch of the certified pre‑owned “Watch Keepers” program marks a pivotal shift toward circular luxury, offering a trusted, brand‑backed marketplace that extends the life of high‑end timepieces and sets new standards for sustainability and consumer engagement in the watch industry.
