Audemars Piguet Takes CPO Control, So What’s Next—Patek?

For almost decades the Swiss watch industry has treated the idea of a secondary market much like you and me treat an embarrassing relative: achnowledged at the annual family gatherings but never visited for the rest of the year. Then Rolex decided to completely flip the playbook back in December 2022 with its Certified Pre-Owned (CPO) program, thus bringing the authentication, official warranties and high-margin peace of mind back under the brands own roof. And Audemars Piguet just decided to step up to the plate with The Watch Keepers, a certified pre-owned digital experience. 

The Audemars Piguet CPO Playbook

Audemar Piguet’s recent move to launch its very own direct-managed CPO initiative may have just flicked the first domino that will send a ripple across independent watchmaking. Taking away the monopoly over second hand Royal Oaks and Offshores from the hands of  grey-market dealers and other multi brand platforms, Audemars is taking direct control over the authentication, reconditioning and resale of its timepieces. Audemars Piguet’s decision to guarantee the provenance of its past creations, allows the brand to succeed in not only capturing the secondary market value but also creating a direct bridge to collectors who might never set foot in an authorized boutique for a brand new piece. 

Audemar Piguet has recently launched its very own direct-managed CPO initiative

The Geneva Question: Is Patek Next?

Now this naturally begs the million Swiss franc question, literally. If Rolex carved a path and Audemars just followed suit, I think the elephant in the room is far too large to ignore: Can we possibly say that maybe Patek Philippe is next?  It is well known across the industry that Patek has traditionally prided itself on the ultimate restraint where it views timepieces as generational assets that are meant to be passed on to multiple generations. But as the secondary market continues to grow and mature into a multi-billion-dollar pillar of the luxury economy, can a maison, even one that is fiercely traditional,  afford to sit on the sidelines forever? 

Audemars is taking direct control over the authentication, reconditioning and resale of its timepieces

If Audemars can successfully rangle its very own pre-owbed inventory then the pressure on the independent Titans to institutionalize their own CPO channels just went from a whisper to a big roar. The Holy Trinity just cracked opened its doors. Now what remains to be seen is if others take the opportunity to kick it wide open. 

Audemars Piguet is the watch brand winning India without having to opening a single boutique.
Audemars Piguet recently entered a new era by launching the brand-new Royal Oak Joaillerie collection.

What is a CPO program, and why is it important for watch brands?
CPO stands for Certified Pre-Owned. It allows watch brands to take control of the resale market by offering authentication, official warranties, and reconditioning for their pre-owned timepieces directly under their own roof.

How does Audemars Piguet’s CPO initiative change the secondary market?
By managing its own pre-owned inventory, AP protects its brand equity, captures secondary market profits, and builds direct relationships with collectors instead of leaving sales to independent dealers and third-party platforms.

Which major watch brand is expected to follow Rolex and Audemars Piguet next?
The watch community is looking closely at Patek Philippe, wondering if the legendary Swiss house will feel pressured to launch its own official CPO program next.