Audemars Piguet Introduces The Watch Keepers, a New Era for Certified Luxury Watches

Audemars Piguet Introduces The Watch Keepers, a New Era for Certified Luxury Watches

Swiss haute horlogerie manufacture Audemars Piguet is strengthening its relationship with the international community of luxury watches collectors through the introduction of The Watch Keepers, an exclusive digital platform dedicated to authenticated and certified preowned timepieces.

Officially unveiled on October 26, 2026, the initiative introduces a new dimension to the ownership experience, allowing collectors to acquire and sell exceptional Audemars Piguet creations through a service managed directly by the manufacture. Initially available across Switzerland and Europe, the platform represents an important development in the evolution of luxury watches retail, bringing together authenticity, heritage, digital innovation and personalised service for an increasingly sophisticated global clientele.

Founded in 1875 in Le Brassus, Switzerland, Audemars Piguet has cultivated an extraordinary reputation through its commitment to mechanical excellence, artistic craftsmanship and horological innovation. The family owned manufacture has created some of the world’s most recognisable luxury watches, including the iconic Royal Oak, introduced in 1972, and the Royal Oak Offshore, launched in 1993. Through The Watch Keepers, the Maison extends its expertise into the secondary market, creating an official environment where collectors can explore timepieces from different generations while benefiting from the historical knowledge, technical capabilities and archival resources of the manufacture.

The launch arrives during a period of considerable global wealth concentration, reinforcing the importance of luxury watches within the collecting interests of Ultra High Net Worth Individuals, known as the 1%. According to Altrata’s World Ultra Wealth Report 2025, the global population of Ultra High Net Worth Individuals reached approximately 510,810 people in 2024, collectively holding an estimated $59.8 trillion in wealth. This influential community, defined by individual net worth exceeding $30 million, represents an important audience for exceptional timepieces, fine art, rare automobiles and other prestigious collectibles. Within this environment, luxury watches occupy a distinctive position through their combination of craftsmanship, historical significance, personal expression and the enduring appeal of mechanical artistry.

The Swiss watchmaking industry continues to demonstrate its importance within the international luxury market, with Swiss watch exports reaching approximately CHF 26 billion in 2024, according to the Federation of the Swiss Watch Industry. Alongside the established market for newly manufactured timepieces, the secondary market has developed into an important part of the global luxury watches ecosystem, supported by collectors seeking discontinued references, historically significant models and exceptional examples of mechanical watchmaking. The introduction of official certification programmes reflects the growing importance of provenance, authentication and specialist expertise throughout the ownership journey.

The Watch Keepers has been developed as a comprehensive digital experience, bringing together the acquisition, authentication, presentation and sale of Audemars Piguet luxury watches within a dedicated environment. Registered users can submit eligible timepieces through the platform by providing their serial numbers and proof of ownership. Watches must have completed at least two years since their original retail sale, establishing a clear framework for participation. Once accepted, each timepiece is transported through an insured courier service to Audemars Piguet’s customer service facilities, where specialist watchmakers conduct a detailed examination.

The authentication process draws upon the manufacture’s extensive historical archives and technical records, allowing specialists to verify the identity and characteristics of each watch. Every timepiece undergoes an assessment covering its condition, originality and overall presentation, supported by a five point grading system evaluating the case, dial and bracelet. This process introduces an additional level of transparency for collectors, providing detailed information about the physical characteristics of each creation and strengthening confidence in the acquisition of certified luxury watches.

For Ultra High Net Worth collectors, provenance and authenticity are fundamental elements of the luxury watches collecting experience. The ability to trace a timepiece through official manufacture records creates a meaningful connection between its original production, subsequent ownership and continued preservation. Historical documentation, mechanical integrity and specialist evaluation contribute to the individual identity of each watch, allowing collectors to appreciate the craftsmanship and heritage associated with prestigious references. Audemars Piguet’s direct involvement in the certification process reinforces the importance of these qualities within the international secondary market.

The digital platform introduces an innovative approach to presenting luxury watches through a series of colour themed virtual environments, where visitors can discover approximately 100 timepieces available at any given moment. Expert Watch Keepers, represented through digital avatars of Audemars Piguet specialists, guide users through the experience, bringing elements of the manufacture’s personalised hospitality into an interactive setting. This approach reflects the evolving relationship between traditional luxury craftsmanship and contemporary digital services, creating new opportunities for collectors to engage with the Maison’s historical and modern creations.

Sellers benefit from a flexible transaction process that allows them to determine the preferred presentation and sale of their watches. Owners can select a fixed price or bidding format and choose the timing of their listings, while Audemars Piguet provides secure storage throughout the transaction. Each timepiece remains the property of its original owner until the sale is completed, establishing a structured environment that combines individual control with the operational expertise of the manufacture. The service creates an opportunity for collectors to refine their personal collections while introducing significant timepieces to a new generation of enthusiasts.

For buyers, every certified timepiece is accompanied by an official certificate of authenticity, a dedicated travel pouch and a two year warranty. These elements contribute to a comprehensive ownership experience, combining technical reassurance with the hospitality and attention to detail associated with prestigious Swiss watchmaking. The availability of manufacture backed certification also supports the long term preservation of luxury watches, allowing collectors to acquire timepieces with a documented connection to Audemars Piguet’s technical and historical expertise.

The initiative reflects an important development in the relationship between luxury watchmakers and the secondary market. Established manufactures are increasingly recognising the value of maintaining direct connections with their creations throughout successive ownership cycles, creating opportunities to support collectors through authentication, maintenance and specialised services. Rolex has also introduced an official Certified Pre Owned programme, illustrating the growing role of manufacture supported resale within the international luxury watches industry. These programmes contribute to a collecting environment where historical continuity, expert knowledge and long term relationships form an integral part of the ownership experience.

For the 1%, the acquisition of exceptional luxury watches frequently represents an expression of personal taste, cultural appreciation and generational heritage. Distinguished timepieces can become meaningful elements of private collections, reflecting important milestones, individual achievements and a passion for mechanical innovation. The ability to acquire certified examples from different periods of a manufacture’s history provides collectors with opportunities to explore the evolution of design, complications and craftsmanship while developing collections shaped by personal interests and historical significance.

Audemars Piguet’s extensive heritage provides a particularly compelling foundation for such an initiative. From early complicated pocket watches to the architectural design of the Royal Oak and the sophisticated mechanisms of contemporary haute horlogerie, the manufacture’s creations reflect generations of technical development and artistic expression. Through The Watch Keepers, collectors can engage with this history within an environment dedicated to preserving the identity and integrity of each timepiece, reinforcing the cultural importance of luxury watches as objects that connect craftsmanship with individual and family legacies.

The integration of digital technology into the certified preowned experience also reflects the evolving expectations of affluent collectors, who increasingly value convenient access to specialist expertise, detailed product information and personalised services. Virtual presentation, high resolution photography, transparent condition assessments and direct communication with manufacture representatives create a comprehensive environment for discovering luxury watches. These services complement the traditional boutique experience while extending the relationship between the Maison and its international community of collectors.

The launch of The Watch Keepers represents a strategic step in Audemars Piguet’s continued development of its client experience, bringing the manufacture’s technical knowledge and heritage into a dedicated digital marketplace. By combining official authentication, secure transactions, detailed condition assessments and personalised guidance, the initiative establishes a framework for the continued circulation and preservation of exceptional timepieces. Its initial introduction across Switzerland and Europe also creates a foundation for future international expansion, allowing the service to reach an increasingly global community of luxury watches enthusiasts.

For Ultra High Net Worth Individuals, The Watch Keepers reflects the enduring significance of authenticity, craftsmanship and personal relationships within the world of luxury watches. The platform celebrates the complete journey of a timepiece, from its original creation to successive generations of ownership, while recognising the important role collectors play in preserving horological heritage. As the international community of the 1% continues to evolve, Audemars Piguet’s certified preowned initiative offers a new expression of luxury watchmaking, where exceptional craftsmanship, historical provenance and contemporary innovation come together to support the lasting appreciation of fine timepieces.