Audemars Piguet Is Taking a Page Out of Rolex’s Book

The 30-second read

Audemars Piguet is launching a certified pre-owned program to capture secondary market value. This strategic pivot mirrors recent initiatives by Rolex to enhance brand control and verification in the luxury resale sector.

• 01Audemars Piguet implements a formalized certified pre-owned sales model to compete with secondary retailers
• 02The strategy follows Rolex's precedent in verifying and warranting used luxury timepieces directly
• 03Enhanced brand control aims to stabilize resale pricing and ensure product authenticity for collectors

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