Audemars Piguet (AP) is gearing up to launch its own certified pre-owned (CPO) programme encompassing both modern and vintage timepieces, which will go live sometime in the middle of 2025. Though the initiative was announced by AP’s former chief executive François-Henry Bennahmias some time ago, it is now in the final stages.

Led by Marc Montagne, previously the head of digital marketing at Vacheron Constantin, the CPO programme joins those of Vacheron Constantin and Rolex as an official CPO programme run by the brand itself. The CPO programme will be run by a specialised team at AP headquarters in Le Brassus; Mr Montagne recently published CPO job openings online, including for a CPO customer relations manager.

Notably, the CPO programme will be offered exclusively online, at least initially. The programme will go beyond AP’s recent timepieces to include vintage watches, namely those dating to before 1970, even including high-end examples with six figure prices. It’ll launch with a substantial number of watches, thanks in part to a substantial collection that AP acquired from a prominent American collector.