Audemars Piguet (AP) has introduced its new Watch Keepers service, its much-anticipated official digital marketplace and certified pre-owned platform.
The Watch Keepers allows collectors to buy and sell authenticated watches while ensuring “clarity and peace of mind” at every step, AP said in a statement released Oct. 26. Industry watchers generally applauded the Watch Keeper system, and collectors offered positive comments on social media about its approach.
“Where Audemars Piguet crafts the art of time, the Watch Keepers continues its story by preserving it,” AP said in its YouTube post, offering a highly produced, slightly whimsical introductory video that feels more Willy Wonka than subdued Swiss. “Our certified pre-owned service safeguards the integrity, provenance, and longevity of our exceptional watches. Through a dedicated digital platform, the Watch Keepers brings together a growing community united by a shared respect for watchmaking heritage.”
In the YouTube comments, people responded positively to the video, noting it is “very bold and different from other watch brands.” On Instagram, followers responded: “What a good idea” and “This is amazing.”
AP’s Watch Keepers “further legitimizes the secondary, or pre-owned, watch market and follows Rolex’s entry into the market with its own CPO program, facilitated by authorized dealers, including Watches of Switzerland, the parent company of Hodinkee, beginning in December 2022,” Hodinkee said in its coverage.
Here’s how it works: Sellers register their AP watch on the Watch Keepers website. The watch’s serial number and proof of ownership are verified online. The owner then sends the watch via an insured courier to AP’s customer service facilities.
There, each watch is authenticated and cross-referenced against its archive registers, and its condition is evaluated. The AP team produces high-resolution photos and a detailed listing for the Watch Keepers. Each item is backed by a five-point grading system that speaks to the condition of the case, dial, and bracelet, AP said.
The seller reviews AP’s listing and selects between a set price or a bidding format. The seller also controls the publication date. The watch remains the seller’s property, but it is stored within AP’s facilities until the sale is complete. About 100 watches will be part of the Watch Keepers at any given time. Only AP watches from the past two years are eligible for the service.
Once a sale is final, AP delivers the timepiece in Watch Keepers–branded packaging with a certificate of authenticity and a two-year warranty.
“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,” AP CEO Ilaria Resta said in a statement.
AP said in its media release that the Watch Keepers is part of the company’s largest business model, meant to offer a secure, audience-centric approach to reselling. It is only available in Europe and Switzerland to start, but will be progressively expanded across the world. No time frame for that expansion was offered.
“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,” AP said. “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.”
Top: Audemars Piguet rolled out its new Watch Keepers service on Oct. 26. (Photos courtesy of Audemars Piguet)
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