Getting your hands on a Royal Oak just got a little easier.
Audemars Piguet has officially launched a new digital platform on which collectors can buy and sell the Swiss maison’s timepieces. The Watch Keepers—which has first rolled out in Europe and Switzerland but will progressively expand across regions worldwide—will list about 100 certified pre-owned (CPO) watches at a time. All have been given the tick of approval by AP, with the in-house team following a meticulous authentication process.
Both buyers and sellers follow the same initial registration process, ensuring a community of trusted collectors. Sellers then complete an online verification, providing the watch’s serial number and proof of ownership. (Watches are only eligible for the program if a full 24 months have passed since the initial retail purchase date.) The piece is then securely shipped to AP’s Customer Service facilities, where the maison’s watchmakers examine it and carry out the requisite checks. They will use a five-point grading system that assesses the aesthetic condition of the case, dial, and bracelet, AP says.
The team then photographs the watch and writes a detailed listing for the platform. The seller is able to review all of this information before deciding to list with a set price or auction format. The watch remains with AP until the sale is complete. Once sold, the timepiece is safely delivered to the buyer with a branded travel pouch, certificate of authenticity, and a two-year warranty covering proper functioning.
“With the Watch Keepers, we continue to offer our clients products and services aligned with their expectations,” Audemars Piguet CEO Ilaria Resta said in a statement. “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.”
AP isn’t the only watchmaker setting its sights on the booming secondary market. Rolex launched its CPO program in December 2022, selling authenticated secondhand pieces through authorized dealers, such as Watches of Switzerland. (Vacheron Constantin and Richard Mille have similar programs.) It has proved to be a very smart move, with the Crown’s network of official retailers selling 10,300 CPO watches in the third quarter of 2026 and making an estimated $229 million, according to a Morgan Stanley report. That puts the Rolex CPO program on a path to topping $1 billion in 2027.
Though Rolex does not make any direct profit from the sale of CPO watches, the program has given the Crown more control over the secondary market, helped it build loyalty, and allowed it to capture revenue through things such as service fees. AP stands to gain all of that, plus capture the resale margin as it is not working with retailers. There could be some decent money made, too, given the benchmark Royal Oak 15510ST still trading about 47 percent above retail, according to WatchCharts.
AP has also, rather conveniently, put all the CPO watches on one site. With Rolex, collectors have to visit the separate retailers’ online catalogs. Real AP team members also appear as digital avatars to guide buyers and sellers throughout the entire process and help browsers discover watches. That should make snapping up your next Royal Oak a cinch.
