![[Watch Industry News] The AP CPO Program Officially Launches: Audemars Piguet The Watch Keepers](https://blog.aristohk.com/wp-content/uploads/2026/10/Blog_CPO-02-1024x536.webp)
The wait is over. Audemars Piguet’s Certified Pre-Owned (CPO) program has finally made its much-anticipated debut. Christened “The Watch Keepers,” this new digital platform brings factory-level authentication, certification, sales, and after-sales warranty entirely in-house. For serious collectors—especially those with an affinity for the Royal Oak—this is more than just a secure acquisition channel; it represents a seismic shift in how pre-owned APs will be valued and traded across the market. The initiative is currently rolling out in Switzerland and Europe, with a global expansion on the horizon.
The Mechanics of 'The Watch Keepers'
‘The Watch Keepers’ is a proprietary digital marketplace engineered by Audemars Piguet, allowing vetted buyers and sellers to transact under the uncompromising umbrella of a brand-certified system. Debuting in Switzerland and Europe before a planned expansion into the US, the barrier to entry is clear: any consigned Audemars Piguet timepiece must be at least two years old.
The operational mechanics are remarkably transparent, anchored by a core philosophy: Seller Consigns, Manufacture Authenticates, Platform Sells, Buyer is Protected. Once an eligible seller securely ships their timepiece to Le Brassus, AP’s in-house horologists conduct a rigorous verification of authenticity, original components, and overall condition. Only timepieces that meet their exacting standards earn the official CPO hallmark. Each certified watch is then professionally photographed by the manufacture and accompanied by a comprehensive condition report, grading the case, dial, and bracelet on a definitive five-point scale.
Upon certification, timepieces are listed either at a “fixed price” or via a “bidding” system. Crucially, the manufacture holds the watch in secure custody until the transaction is finalized, though the seller retains legal ownership during this period. For the buyer, the draw is undeniable: a two-year official factory warranty and direct access to brand advisors via a digital concierge. With an anticipated online inventory of roughly 100 timepieces, collectors can browse and compare within a tightly controlled, brand-curated ecosystem. To call this a mere “factory second-hand shop” would be a disservice; it operates as an AP-managed marketplace that bridges peer-to-peer trading with manufacture-grade quality control.
Why Enter the Secondary Market Now?
AP’s ambitions for the secondary market are hardly a sudden revelation. As early as 2018, former CEO François-Henry Bennahmias prophesied that “pre-owned is the next big thing in the watch industry.” We saw early iterations of this through limited trade-in and pre-owned trials in Geneva, Japan, and the US. Yet, constructing a holistic infrastructure capable of managing acquisition, authentication, servicing, dynamic pricing, and global after-sales support is a monumental task compared to simply opening a pre-owned counter. Naturally, the project experienced friction and delays.
The catalyst for this full-scale launch arrived in 2024. Under the leadership of new CEO Ilaria Resta, and with the strategic appointment of CPO Director Marc Montagne (formerly of Vacheron Constantin), this multi-year blueprint finally materialized. The market data simply couldn’t be ignored: LuxeConsult projects the secondary luxury watch market will grow by 7% in 2025, reaching a staggering 22 to 24 billion CHF. Currently, Rolex, Patek Philippe, and Audemars Piguet already command a massive 61% of this secondary market volume. For AP, leaving the pricing authority and provenance of a pre-owned Royal Oak entirely at the mercy of the grey market was no longer viable. It was time to step into the arena and establish a definitive, controllable, and sustainable official channel.
The AP CPO vs. Rolex CPO: A Divergence in Philosophy
While both bear the “Official CPO” moniker, Audemars Piguet and Rolex have adopted fundamentally different business models. To distill it to its essence: Rolex delegates to its retail network, while AP takes absolute, direct control.
Rolex’s CPO program, launched in December 2022, relies on a vast network of roughly 167 authorized dealers. The ADs’ certified watchmakers handle the servicing and authentication according to Rolex’s guidelines, and crucially, the ADs dictate their own pricing. Consequently, collectors still have room to cross-shop and compare premiums between different retailers.
Audemars Piguet, by contrast, is leveraging its extensive, proprietary network of direct boutiques and AP Houses. Their approach is a purely direct-to-consumer (DTC) strike into the secondary market. Every link in the chain—sourcing, authentication, refurbishment, media production, pricing, and final delivery—is governed strictly in-house by AP. The undeniable upside is hermetic quality control and a singular, elevated brand narrative. The trade-off is that the manufacture must absorb the immense weight of logistics, inventory holding, and operational overhead itself.
The final, and perhaps most intriguing, distinction lies in the architectural nature of ‘The Watch Keepers’. It isn’t just a storefront for factory-owned inventory; it functions as a consignment platform where AP acts as the supreme arbiter—authenticating, housing, showcasing, and facilitating the trade. It is less a standard official pre-owned boutique, and more a high-end, brand-regulated horological exchange.
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