What is Audemars Piguet’s The Watch Keepers?
It is Audemars Piguet’s (AP) certified pre-owned (CPO) programme. Based on a dedicated digital platform, it is an end-to-end service for AP’s timepieces.
“With The Watch Keepers, we continue to offer our clients products and services aligned with their expectations. 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 explore our world.” – Ilaria Resta, Chief Executive Officer.
How does it work?
For the Seller
Owners of AP timepieces must first register on The Watch Keepers. AP timepieces that are at least two years old from their first sale date are eligible.
The timepieces’ serial number and proof of ownership go through an online verification.
An insured courier transports the timepiece to AP’s Customer Service facilities, where the watchmakers authenticate it, cross-reference it against the brand’s archive registers, and check its condition.
High-resolution images and an elaborate listing with insights from the brand are created, along with a five-point grading system for the overall aesthetic condition of the watch, covering the dial, case, and bracelet.
The seller then reviews the information and decides between a fixed price or an auction-style bidding format, “while retaining control over the publication date.”
The timepiece remains the property of the seller, securely stored with the brand until the sale is completed.
For the Buyer
Potential buyers on The Watch Keepers must register.
After registration, they have access to approximately one hundred timepieces at any given moment, spanning various collections and time periods.
After a sale transaction is complete, the timepiece is delivered with a certificate of authenticity, a two-year warranty, and The Watch Keepers’ travel pouch.
Whom is it for?
The Watch Keepers is open to both established collectors and those new to the brand. It is being rolled out in Europe and Switzerland before gradually being rolled out globally.
“The launch of The Watch Keepers, our official Certified Pre-Owned service, marks an important and long-anticipated milestone for Audemars Piguet. It responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches.” – Marc Montagne, Director of CPO.
What do we think?
Audemars Piguet has put significant thought, effort, and resources into The Watch Keepers, which presently is in a sort of “beta” mode, before it is 100% rolled out globally. When a brand of AP’s stature embarks on such an initiative, you can be sure that other brands are watching and listening intently. Time will tell what kind of impact it makes and what kind of reception it receives, the latter both from sellers and buyers.
The brand has an impressive and enticing back catalogue, collections distinct from the iconic and sought-after Royal Oak. The Watch Keepers enables collectors to purchase timepieces from these collections with the peace of mind a certified pre-owned programme can provide. Exciting times ahead for the brand.
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Additional Details
Please visit The Watch Keepers dedicated website to learn more.
Please visit Audemars Piguet’s website to learn more about the brand and its timepieces.
