The secondary watch market is hotter than ever, even threatening to eventually eclipse the primary market. According to data platform EveryWatch, the burgeoning sector saw $10.5 billion in transactions during the first half of 2026, with Rolex, Audemars Piguet, and Patek Philippe making up over 60 percent of sales all on their own. Rolex, which dominates even among the three, responded to this demand by launching its certified pre-owned (CPO) program in 2022. Each timepiece sold comes with a certificate of authenticity and a tag, and can be purchased in person at select Rolex-approved retailers.
Last week, Audemars Piguet debuted its long-awaited CPO program, dubbed the Watch Keepers. Unlike Rolex, AP’s initiative operates entirely online. Users are guided through brightly colored “rooms” by real team members, here rendered as digital avatars. Sellers must register their timepiece, verify its serial number, and provide proof of ownership. Once it’s been sent to AP’s service centers, the experts there authenticate and evaluate its overall condition. Watches are graded on a five-point scale that assesses the condition of the case, dial, and bracelet. This information is sent back to the seller, who can decide between a set price or a bidding format. The watch remains the seller’s property until the sale is complete; once sold, the buyer receives the timepiece in a branded travel pouch, along with a certificate of authenticity and a two-year warranty covering proper functioning. At launch, the Watch Keepers is available only in Switzerland and other parts of Europe, with plans to expand worldwide.
AP joins a growing cadre of watchmakers with CPO programs—though its virtual, candy-colored rooms are perhaps the most aesthetically pleasing of the bunch. IWC debuted its version, Curated, last year. Collectors can browse vintage timepieces online by location to see which are available at the brand’s Schaffhausen, New York, Tokyo, or Dubai boutiques before making an in-person appointment. Vacheron Constantin launched its CPO program in November 2024. Richard Mille, though comparatively a much younger brand, was one of the earlier adopters, going live with a pre-owned program in 2015.
Marc Montagne, director of AP’s program, notes in a statement that it’s a “long-anticipated milestone” for the manufacturer: “It responds to strong demand from collectors and reinforces our commitment to supporting the long-term lifecycle of our watches.” It may even make the brand’s sought-after Royal Oak collection a touch easier to acquire.
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