Audemars Piguet Slated to Unveil Official Certified Pre-Owned Programme
The Swiss watchmaker is expected to roll out direct-to-consumer second-hand sales before the end of October.
Summary
Audemars Piguet is reportedly preparing to officially unveil its certified pre-owned programme before the end of October
The direct-to-consumer initiative follows regional pilot testing across Japan Switzerland and the United States
The scheme is expected to integrate online sales and in-house authentication across its boutique network and AP Houses
Audemars Piguet is reportedly preparing to launch its official Certified Pre-Owned (CPO) programme before the close of the month. According to WatchPro, the long-anticipated secondary market scheme is slated to commence its formal rollout before the end of October 2026.
The initiative has been in development since 2018, when former CEO François-Henry Bennahmias announced that “second-hand is the next big thing in the watch industry.” Over the past several years, the Le Brassus manufacturer has tested the concept through regional pilot trade-in programs across Japan, Switzerland, and the United States. Behind the scenes, the brand established a dedicated CPO division led by Marc Montagne, former head of digital and e-commerce at Vacheron Constantin and author of Invest in Watches, who joined as director of certified pre-owned in October 2024.
Unlike competitor models that rely on third-party authorized dealers, Audemars Piguet plans to run its CPO operation through a direct-to-consumer framework utilizing its global boutique network and AP Houses. Under this structure, the brand will handle internal authentication, servicing, and repackaging, with sources indicating that sales will likely extend to its online platform. Company officials declined to confirm launch dates or program details.
The Audemars Piguet Certified Pre-Owned programme is expected to be officially revealed before the end of October 2026.
