On 26 October 2026, Audemars Piguet launched The Watch Keepers, a manufacturer-run digital marketplace for certified pre-owned watches. Opening in Switzerland and Europe, the service lets owners consign eligible timepieces while the manufacture handles authentication, condition assessment, storage and the transaction process. It is a consequential change in how one of Swiss watchmaking's best-known independent houses approaches the secondary market.

What is The Watch Keepers?

The Watch Keepers is a dedicated online marketplace for previously owned Audemars Piguet watches that are examined and certified by the brand itself. Unlike a traditional buy-back programme, the seller normally retains ownership until the watch is sold. Audemars Piguet oversees the verification, professional photography, listing and secure custody. The platform initially serves Switzerland and Europe; expansion to additional markets is planned but no universal launch date has been confirmed.

How does the Audemars Piguet certified pre-owned programme work?

1. Eligibility and ownership documents

Sellers register and provide the watch's serial number and proof of ownership. An eligible watch must be at least two years beyond its original retail sale. The documents and serial number are checked before the watch proceeds through the service. This does not mean every used AP automatically qualifies.

2. Authentication, condition grading and custody

Once accepted for assessment, the watch travels via an insured courier to Audemars Piguet's service network. Its watchmakers compare it with the manufacture's records, assess its authenticity and describe its condition. The case, dial and bracelet receive a five-point condition assessment, and detailed photographs support the listing. The watch is kept in secure custody by Audemars Piguet while it awaits a buyer, but remains the seller's property until sale.

3. Fixed price or bidding

Owners can choose a fixed asking price or a bidding format and decide when their listing becomes visible. A commission is charged to the seller. The commission structure and any additional service charges should be checked directly in the platform's current terms before consigning a watch; news reports are not a substitute for a binding quote.

4. What does the buyer receive?

Purchases come with an Audemars Piguet authenticity certificate, a travel pouch and a two-year guarantee covering proper functioning. This is a manufacturer-backed resale channel, not a promise that every historical watch is in factory-new condition. Buyers should still read the specific condition report, warranty scope and return terms before committing.

Why is this more than another luxury-watch website?

The manufacturer has access to archival and service information that independent sellers may not have. That can improve traceability and consistency in describing a watch's originality and condition. It also gives Audemars Piguet a direct relationship with collectors after the first sale. The reported initial catalogue target is around 100 watches available at a time, across different collections and eras; actual inventory will fluctuate.

Audemars Piguet versus Rolex Certified Pre-Owned

Rolex Certified Pre-Owned works primarily through participating authorised retailers, whereas The Watch Keepers is designed as an Audemars Piguet-operated digital consignment marketplace. Both respond to collector demand for greater assurance, but they differ in ownership, sales channel and operating model. Neither certification scheme makes all other reputable independent dealers illegitimate, nor does it guarantee that certified pieces will be the cheapest available.

What does it mean for independent watchmaking?

For smaller brands, the immediate lesson is not to imitate a luxury giant's infrastructure. It is to make ownership records, serviceability, clear product information and after-sales communication part of the watch's long-term value. For collectors, transparent provenance and documented maintenance are becoming more important as the pre-owned market matures. This is an editorial inference, not a claim that Audemars Piguet's programme sets rules for other manufacturers.

The EP Watches perspective

At EP – Eduardo Pimenta Watches, we hand-assemble our own watches in Switzerland and believe that the relationship with a customer continues after delivery. The new Audemars Piguet programme illustrates the wider importance of trust, traceability and care over a watch's lifetime. Our products, prices and after-sales terms are independent of those of Audemars Piguet. Explore the EP Watches collection or read more independent reporting at EP Watches Club.

Sources and editorial transparency

Announcement dated 26 October 2026. Reporting and programme details cross-checked against Hodinkee (26 October), Watchonista (26 October), and Luxury Tribune (26 October); see also the official The Watch Keepers platform for current conditions. Images are pre-existing archive photographs under the credited CC BY-SA 4.0 licences; neither shows the newly launched platform or its live inventory.

Independent editorial analysis by EP Watches, 26 October 2026. EP Watches is not affiliated with, endorsed by, sponsored by, or an authorised retailer of Audemars Piguet, Rolex or The Watch Keepers. Terms and availability may change after publication.