Audemars Piguet Launches The Watch Keepers CPO Platform

Audemars Piguet has launched The Watch Keepers, a certified pre-owned programme that works as an online intermediary between buyers and sellers of authenticated pre-owned Audemars Piguet watches. The platform is currently open only in Europe and Switzerland, with Audemars Piguet planning to expand it progressively around the world.

Thinking about selling an Audemars Piguet in Dubai? Get an offer within 60 minutes from Omar's Timepieces.

How The Watch Keepers Works

To be eligible for The Watch Keepers, a watch must be at least two years past its original retail sale, and it remains the seller's property while stored in Audemars Piguet's custody until the sale completes.

Sellers pick a fixed listing price or let buyers bid for their watch, while buyers browsing the platform get guidance from 'Expert Watch Keepers', digital avatars built on real Audemars Piguet team members.

• Every watch is shipped by insured courier to Audemars Piguet's Customer Service facilities for authentication and condition evaluation.

• Listings use a five-point grading system covering the case, dial and bracelet.

• Buyers get a travel pouch, authenticity paperwork and two years of warranty cover.

• Around one hundred watches are showcased on the platform at any given time.

Audemars Piguet's Direct Model Versus Rolex's Dealer Network

The launch puts Audemars Piguet in competition with Rolex's own certified pre-owned programme, RCPO, which launched in 2022 and is facilitated through Rolex's authorised dealers rather than run directly by the brand.

In the pre-owned market, a brand running its own marketplace directly, rather than through a dealer network, changes how authentication, grading and after-sales support reach the end buyer.

What Does This Gap Mean for Audemars Piguet Buyers and Sellers in Dubai?

Because The Watch Keepers is currently open only in Europe and Switzerland, Audemars Piguet owners and buyers in Dubai have no access to the platform while Audemars Piguet works towards a wider rollout.

Omar's Timepieces is an independent dealer in Dubai, not an authorised dealer and not affiliated with any watch brand, and Audemars Piguet is one of its core brands alongside Rolex and Patek Philippe. Every watch it authenticates is checked across the movement, case, dial, bracelet, serial and reference numbers against the reference, which covers much the same ground as Audemars Piguet's own grading until a local arm of The Watch Keepers exists.

An Audemars Piguet reference such as 15510ST.OO.1320ST encodes the model, case material, dial and bracelet. Dial colour, Tapisserie pattern or limited editions can change an Audemars Piguet's value significantly, as can whether the reference is current or discontinued, points covered in Omar's Timepieces' guide to Royal Oak and Offshore pricing.

Buying, Selling and Sourcing Audemars Piguet in Dubai

Omar's Timepieces buys, sells, trades and sources pre-owned luxury watches, including some unworn pieces, and accepts trade-ins towards a next purchase. It also sources specific references, dials and configurations through trusted collectors, dealers and trade partners across Dubai, Europe and Asia, with no obligation until the right watch is found.

Sellers can send the model, reference, photos and documents on WhatsApp and receive an offer within 60 minutes. The price quoted is the price paid: once the watch is inspected in person, payment is made within 5 minutes by the seller's preferred method, whether cash, bank transfer or crypto. Every watch is priced reference by reference against recent comparable sales and the live Dubai market, adjusted for condition, year and completeness.

Watches sold by Omar's Timepieces carry its own dealer warranty covering mechanical function, and servicing, repairs, polishing and restoration are available with a one-year service warranty. Anyone looking to buy Audemars Piguet in Dubai or sell one can start with Omar's Timepieces.

Omar's Timepieces is an independent dealer of pre-owned watches and is not an authorised dealer of, or affiliated with, Audemars Piguet.