Strengthening customer relationships and expanding sales channels
The launch represents a strategic expansion of Audemars Piguet’s distribution ecosystem, traditionally centred on its own boutiques. Led by Marc Montagne, Director of Audemars Piguet CPO, the initiative aims to address growing demand among collectors while strengthening relationships with existing clients and watch owners. The platform will also enable the Maison to gather valuable customer insights and generate additional revenue through service fees. Its arrival follows the development of Rolex’s own certified pre-owned programme, introduced in 2022 through its authorised retailers and subsequently expanded to international markets. Through The Watch Keepers, Audemars Piguet further reinforces its commitment to supporting the long-term lifecycle and value of its timepieces.
A growing secondary market for luxury watches
Audemars Piguet’s move reflects the growing importance of the pre-owned luxury watch market, which is expanding faster than the primary market for new timepieces. According to Swiss consultancy LuxeConsult, secondary-market transactions increased by approximately 7% in 2025, reaching an estimated CHF 22–24 billion, compared with CHF 61 billion in new-watch retail sales. Rolex, Patek Philippe and Audemars Piguet alone account for approximately 61% of secondary-market transaction value. The new platform will initially feature around 100 watches at a time, each accompanied by a five-point condition assessment covering the case, dial and bracelet. Prospective buyers will also have access to digital sales assistants designed to provide personalised recommendations, bringing a more tailored retail experience to the online pre-owned market.
Source : https://www.hodinkee.com/articles/audemars-piguet-unveils-the-watch-keepers-a-digital-platform-offering-certified-pre-owned-watches
