The number of brands launching a certified pre-owned program is growing rapidly, and Vacheron Constantin has joined the list.
Following Watchfinder and Watchbox’s (now 1916 Company) staggering success, most fine watchmaking brands are lining up to enter the “second hand” market. Vacheron Constantin is the latest prestigious brand in the pipeline.
What is a CPO or Certified Pre-Owned program?
Let us start the conversation by breaking down what makes a CPO program attractive. The first reason is exquisitely commercial. The used or second-hand market, or whatever you want to name it, is a vast business model that spreads across various industries. It works well across the luxury business, too, and is much more attractive when a brand can offer such an extensive product portfolio thanks to a long-established background.
Such business turned around many watch brands whose new product sales have recently plummeted, as have their earnings.
Indie brands were among the first to join the party; those belonging to luxury groups are steadily filling such a void. From a technical perspective, managing your used market firsthand adds credibility and peace of mind when buying a watch, even more so when a brand has a rich history and a large market of vintage watches.
In brief, a Vacheron Constantin certified pre-owned program is more than welcome, considering it is the oldest brand ever (in continuous operation since 1755, I mean) and offers an array of stunning mechanical complications. Since Watchfinder is a company of the Richemont Group, it allows the brands to rely on a privileged partner to manage all the CPO-related business processes since it already does the job for all the luxury brands.
What does the Vacheron Constantin Certified Pre-Owned program offer?
It offers expertise first and foremost. Each watch is sold via the brand’s selected boutiques, thus aligning with the same experience you will face when buying a new watch. Each watch has a digital passport with blockchain technology, a letter detailing all the service/restoration performed, and a two-year warranty.
Watchfinder will manage most processes like the “trade-in” if you want to exchange parts, taking advantage of the partner’s long-standing expertise in assessing used watches from the most renowned luxury brands. In short, Vacheron Constantin is the front end, and Watchfinder is (part of) the back end instead.
The brand will handle delicate tasks, such as restoring a vintage watch. The program completes a first-phase project that began with selling the “Les Collectionneurs” series. Since it is a high-end brand, we expect you will see a curated selection of timepieces offered via the CPO and low volumes, pushing the boundaries of purchasing experience and value per product instead.
Final thoughts
The certified CPO program adds value for a simple reason: no one can access Vacheron Constantin’s archives and tools like Vacheron Constantin. We see unparalleled value in vintage watches, but contemporary ones stand out, too, thanks to blockchain technology.
It will be interesting to discover how the program compares to what multi-brand platforms offer, including Watchfinder, which has kept selling VC watches so far, and how a buyer will judge the brand’s overall proposition in the benchmark.
