Audermars Piguet Launches “The Watch Keepers” Digital Platform for Certified Pre‑Owned Watches
Audermars Piguet has launched “The Watch Keepers,” a digital marketplace that facilitates the sale and auction of certified pre‑owned Audemars Piguet watches. The platform, initially available in Switzerland and Europe, allows approved sellers to send watches to the brand for expert examination, certification, photography, and listing at a set price or via bidding. Once sold, Audemars Piguet stores the timepieces, handles delivery, and provides buyers with a two‑year service guarantee, while sellers retain ownership until the transaction is completed. The initiative expands Audemars Piguet’s sales channels beyond its boutique network and mirrors similar moves by competitors such as Rolex. Industry analysts note that the secondary market for luxury watches is growing faster than the primary market, with pre‑owned sales projected to surpass new‑watch sales between 2032 and 2038. By entering the certified pre‑owned segment, Audemars Piguet aims to capture a larger share of the market, gather valuable customer data, and generate additional revenue through user fees.
Buying Time Analysis: Audemars Piguet’s launch of “The Watch Keepers” marks a pivotal shift by legitimizing the certified pre‑owned market, expanding revenue streams, and enhancing customer engagement through a branded digital marketplace.
