Cover The opening page of Audemars Piguet The Watch Keepers website
The opening page of Audemars Piguet The Watch Keepers website
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Audemars Piguet has just launched its certified pre-owned service. How does it compare to Rolex’s model?
Audemars Piguet has launched its Certified Pre-Owned (CPO) programme, The Watch Keepers. It is a digital platform for buying and selling second-hand Audemars Piguet timepieces of at least two years old.
The motivation is essentially the same as when Rolex introduced its CPO in 2022: to offer its customers the chance to own an authentic pre-owned timepiece with a manufacture guarantee. Like Rolex, all Audemars Piguet timepieces that go through this programme are given a two-year warranty.
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Unlike the Rolex CPO, which works with official retailers, Audemars Piguet runs the whole show, interacting directly with the sellers and buyers on The Watch Keepers website. To ensure complete peace of mind, all users must register and complete profile verification. The programme is currently available in Europe, and will progressively expand worldwide.
Above Audemars Piguet interacts directly with the sellers and buyers in its CPO programme
Audemars Piguet interacts directly with the sellers and buyers in its CPO programme
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While retailers own the full watch inventory under Rolex CPO, in Audemars Piguet’s programme the watch remains the property of the seller until it is sold. The seller can choose to sell through a bidding or auction format, or at a fixed price. Once sold, the seller pays a commission; the buyer pays no additional fee.
Under Rolex CPO, the retailer passes on the cost of authentication and servicing to the buyer.
And while the retailers, not Rolex, handle all operational matters, Audemars Piguet is directly involved.
See also: How to tell if a luxury watch is worth its price tag
Above The Audemars Piguet CPO is entirely online
The Audemars Piguet CPO is entirely online
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Rolex’s CPO has been a massive success, generating US$490 million in total revenue in 2025 and has already earned more than US$500 million in 2026.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
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