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Background
In 2018, Audemars Piguet announced it wanted to enter the secondary market by taking back and reselling pre-owned watches in its boutiques. The Le Brassus manufacture has run pilot projects in Japan, Switzerland and the United States.
The key points
Audemars Piguet is due to officially launch its certified pre-owned watch programme, according to specialist site WatchPro. A full presentation was expected before the end of October 2026.
The programme is likely to include online sales of certified pre-owned watches. Company officials did not confirm the date or details of the project.
Key figures
- Audemars Piguet's share of the secondary market in 2025: 4%, against 33% for Rolex.
- Average premium of in-production AP models on the secondary market: +5.9%.
- Royal Oak collection premium: +37%.
- Rise in AP pre-owned prices over one year: 8.5%, according to Morgan Stanley and WatchCharts.
What it means for businesses
AP sells directly through its global network of boutiques and AP Houses. The brand will therefore bear the costs of buying, authenticating, servicing and repackaging the watches. Since October 2024, the programme has been led by Marc Montagne, former head of digital at Vacheron Constantin.
Analysis
According to WatchPro, the brand hopes to replicate the success of the programme Rolex launched in 2022. That programme is on course to generate one billion dollars in sales for authorised retailers.
