The value of a fine watch has always extended beyond its primary function of telling time. It is an object that carries history, craftsmanship and memories. It may pass from one collector to another, return to a workshop for servicing years after its purchase, and eventually find its way to a new owner. Yet what happens to a watch after its first sale has often remained outside the direct relationship between the watchmaker and its owner. This is precisely where Audemars Piguet’s latest initiative comes in, as the Swiss Manufacture seeks to remain involved throughout the life of its watches, rather than only at the point of sale.
Images: Audemars piguet
On 26 October 2026, the Swiss watchmaker announced the launch of The Watch Keepers, an official digital platform for buying and selling pre-owned Audemars Piguet watches through a manufacturer-certified service. What sets the initiative apart is not simply the creation of another channel for buying and selling watches, but the Manufacture’s direct involvement in the process, from authenticating each timepiece and assessing its condition to checking its details against historical records.
This matters in a market where a watch’s provenance can be just as important as its appearance or current condition. Even a timepiece in excellent shape can raise questions about the originality of its components, any modifications it may have undergone, or the servicing it has received over the years. With access to its own archives and service records, Audemars Piguet can verify details that outside platforms may find difficult to establish. Every eligible watch undergoes a specialist inspection, supported by high-resolution photography and a five-point grading system covering the case, dial and bracelet.
The initiative also reflects a broader shift in the luxury watch market, where pre-owned timepieces have become an important option for collectors. Some turn to the secondary market to find references no longer available at retail, while others sell pieces from their collections to make room for new acquisitions. For established watchmakers, this raises an important question: how can they maintain their standards and reputation when their watches enter the secondary market? Audemars Piguet appears to have chosen to be part of the answer rather than leave this market entirely in the hands of independent players.
Image: Audemars piguet
The platform allows sellers to set a fixed price or opt for a bidding format, while buyers receive a certificate of authenticity and a two-year warranty covering proper functioning. Around 100 watches are expected to be available at any given time. The service will initially launch in Switzerland and Europe before expanding into other markets. The digital experience includes colour-themed virtual rooms, where users can seek guidance from experts represented by digital avatars of actual members of the Manufacture’s team.
Image: Audemars piguet
In my view, the significance of The Watch Keepers lies in the way it extends the idea of service beyond the moment of sale, giving Audemars Piguet a more active role in the lives of its watches. The secondary market is not simply a place where pre-owned pieces change hands. It is also part of how a watch’s value evolves and endures over time. By taking responsibility for verifying the authenticity and history of its timepieces, the Manufacture does more than give buyers greater confidence. It also preserves the connection between each watch and the house that created it. The result is an approach that makes a watch’s transfer to a new owner a continuation of its value, rather than the end of its relationship with Audemars Piguet.
