Watches
After years of pilots, the brand behind the Royal Oak is reported to be taking pre-owned sales in-house.
What has been reported
According to WatchPro and Hypebeast, the programme will be direct to consumer rather than run through third-party retailers, with Audemars Piguet authenticating, servicing and repackaging watches itself, and selling them through its boutiques, its AP Houses and, it is expected, online. The division is led by Marc Montagne, who joined as director of certified pre-owned in October 2024 after leading digital and e-commerce at Vacheron Constantin.
The idea is not new. In 2018 the then chief executive François-Henry Bennahmias said that second-hand was "the next big thing in the watch industry", and the brand has since run pilot trade-in schemes in Japan, Switzerland and the United States.
Brands are paying attention to the second-hand market.
What it means if you own an Audemars Piguet
Certified pre-owned schemes are about how brands sell watches. If you are thinking of selling a Royal Oak or any other Audemars Piguet, the essentials stay the same: keep the box, papers and any service records together, and get a valuation before you decide. Send us photographs for a free, no-obligation valuation.
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