Audemars Piguet Set to Enter Certified Pre-Owned Watch Market

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Swiss luxury watchmaker Audemars Piguet is preparing a program to certify and sell its own pre-owned watches, a move that could reshape how luxury watches are distributed. The company is expected to unveil its Certified Pre-Owned (CPO) program at the end of this month, though no official launch date or operating terms have been announced yet.

A Brand Steps Into the Resale Market

Reports first surfaced on October 20 through an international watch outlet. A direct-sales model using brand-run boutiques and AP House venues is considered the most likely format, with online sales also under review. The idea dates back to 2018, when then-CEO François-Henry Bennahmias spoke of buying back and reselling existing watches. Pilot projects followed in Japan, Switzerland and the United States, and in October 2024 Marc Montagne, a former Vacheron Constantin digital and e-commerce executive, joined to lead the business.

The timing reflects a booming secondary market. In the first half of 2026, global pre-owned watch sales reached 10.5 billion dollars in EveryWatch data, up 37.2 percent year on year, with about 795,000 watches traded. Rolex held roughly 41 percent of that value, Patek Philippe 14.4 percent and Audemars Piguet 9.4 percent, or about 983 million dollars, up around 26 percent.

Rolex launched its own certified program in December 2022, and its certified sales rose 101.3 percent to about 385.4 million dollars in the same period. Certified Rolex watches carried a median premium of about 23.1 percent over comparable listings at independent dealers.

Prices vary widely by collection. Current Royal Oak models trade about 37 percent above retail, while Royal Oak Offshore sits 23 percent below and CODE 11.59 about 34 percent below. A direct model also brings costs, including inventory, tied-up capital and servicing staff.

Why It Matters

If Audemars Piguet follows through, the brand will take part in every ownership change of its watches, competing with independent dealers and auction houses. Whether buyers will pay extra for brand certification and warranty may decide how far the model can go.

Read the original article in Korean: K trendy NEWS

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