Audemars Piguet reimagines the resale market with a new digital platform
The Watch Keepers gives collectors and newcomers access to Certified Pre-Owned timepieces
Whether you’ve got your eye on a Code 11.59 or the classic Royal Oak, getting an Audemars Piguet on your wrist is rarely straightforward. Now, the legendary Swiss watchmaker is opening up another route with The Watch Keepers, a digital platform set to shake up the resale market.
Open to seasoned collectors and first-time buyers alike, The Watch Keepers is a community-driven platform for buying and selling Certified Pre-Owned Audemars Piguet watches. Each timepiece is assessed at the Manufacture’s service centres, where experts verify its authenticity and ensure it meets the watchmaker’s exacting standards before it returns to the market.
“With The Watch Keepers, we continue to offer our clients products and services aligned with their expectations,” states Chief Executive Officer Ilaria Resta. “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 our world”.
More than a resale platform, The Watch Keepers offers buyers and sellers an immersive experience inspired by the service at Audemars Piguet locations around the world. Real team members are reimagined as digital avatars, providing personalised assistance as users explore the platform.
Of course, the real draw is the assurance that every watch is authentic and meets Audemars Piguet’s exacting standards. Sellers can only list timepieces at least two years after their original sale date and must provide serial numbers and proof of ownership before an expert verifies each piece in person.
From there, Audemars Piguet updates the online catalogue with detailed imagery, expert insights and a five-point grading system, giving buyers a clear understanding of each watch’s condition. The watchmaker facilitates each sale, with timepieces held in a secure location and available to purchase at a fixed price or through bidding.
As the resale market continues to grow, Audemars Piguet is taking a more active role in its watches’ next chapter, creating a community-led space for collectors and newcomers alike. Expect sought-after pieces, expert guidance and the chance to find a timepiece worth keeping.
Discover The Watch Keepers by Audemars Piguet at thewatchkeepers.com.