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Spotlight | France
Audemars Piguet enters challenging second-hand market, hoping to hit the big time

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“Brands brave the Wild West of the second-hand market”
France, United Kingdom, United States

Brands brave the Wild West of the second-hand market

The second-hand market is exploding, leaving the luxury sector with a new battle on its hands. Between platforms that lack transparency, counterfeits that are impossible to detect and brands that are scrambling to regain control, the absence of regulation is benefiting the most agile.But with the luxury sector in the grips of a crisis, brands are less and less willing to see second-hand platforms reap the profits from reselling their products. Beyond its eco-credentials, preloved fashion also shifts the parameters of prestige: luxury houses have long made scarcity a strategy, but today the rarest pieces are not necessarily found in their boutiques. [...]
Rolex, Cartier and AP are tentatively moving into the potentially lucrative certified pre-owned market.
Rolex, Cartier and AP are tentatively moving into the potentially lucrative certified pre-owned market. © Studio Pachamama
More watchmakers are launching certified pre-owned divisions to regain control over the resale of their old models. But between rampant speculation, the fight against money laundering, and stolen and counterfeit watches, it'll be a complex task. [...]
Reading time 5 minutes Noëmie Leclercq

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Houses
Read this article in our running story
“Brands brave the Wild West of the second-hand market”
France, United Kingdom, United States

Brands brave the Wild West of the second-hand market

The second-hand market is exploding, leaving the luxury sector with a new battle on its hands. Between platforms that lack transparency, counterfeits that are impossible to detect and brands that are scrambling to regain control, the absence of regulation is benefiting the most agile.But with the luxury sector in the grips of a crisis, brands are less and less willing to see second-hand platforms reap the profits from reselling their products. Beyond its eco-credentials, preloved fashion also shifts the parameters of prestige: luxury houses have long made scarcity a strategy, but today the rarest pieces are not necessarily found in their boutiques. [...]

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