Made for Eternity Comes With a Limited Warranty

In the Watch Industry, Even Made for Eternity Comes With a Limited Warranty

By: Roger Ruegger

In 2015, Rolex, by far the largest single high end watch brand in the world, not only increased the recommended service interval for its watches from three to ten years, but also set a new industry benchmark by extending its international warranty from two to five years on all watches purchased from an authorized Rolex retailer on and after July 1, 2015 (Tudor followed in 2020). Thankfully, most other brands and groups, including Grand Seiko (Japan, Seiko Group Corporation), IWC Schaffhausen (Switzerland, Richemont), or Omega (Switzerland, Swatch Group) have followed the example of the watch giant since then.

In the haute horlogerie sector, however, things look a little bit different: lower volumes and potentially more complicated pieces have led to a more modular situation:

A Warranty to Build Long-Lasting Relationships

Richard Mille was the first high-end watch brand in 2011 to go to 5 years, and most of the larger high-luxury watchmakers have decided to opt for a warranty of five to eight years since then, usually splitting this period into a two to three-year warranty from the date of the initial purchase (with longer warranties often linked to a mandatory purchase in one of the brand’s own boutiques), and an extension of four to six more years after registration of the watch on the brand’s website, therefore making sure that the manufacturer, and not just the authorized retailer, could begin to directly build a relationship with the end-consumer, and identify collectors and potential repeat customers better. Jaeger-LeCoultre (Richemont), for example, launched its Care Programme in 2019, offering up to eight years of warranty after registration and a “highly personalized experience with value-adding information, advice and services.”

But there are also more straight-forward versions: At Watches and Wonders 2024, Patek Philippe had announced “an evolution with regard to the international warranty. For all new Patek Philippe watches sold as from May 1 2024, the duration of this warranty increases from two years to five years, counting from the date of purchase. In addition […].” And, as you’d expect from Patek, “it is important to remember that the Directives of the Patek Philippe Seal already contain a pledge by the International Customer Service network to service, repair or restore every watch produced by the manufacture since its foundation in 1839. In sum, everything is in place to ensure the long-term reliability of these timepieces, designed and built to be handed down to future generations.” A similar picture in Le Brassus: “As of January 1st, 2025 all new Blancpain timepieces are warranted by Blancpain Ltd. for a period of five (5) years from the date of purchase […]. The warranty only comes into force if the activation is duly carried out by an official Blancpain Boutique or dealer and the registration mentions the model reference, its individual number and the date of purchase.” The same goes for its sister-brand Breguet.

Audemars Piguet came up with an approach that is also taking into account one of the less pleasant aspects of the brand’s popularity among thieves: The watchmaker’s current International Sales Warranty “protects new AP watches against any manufacturing defects. Covering a period of 2 years from the date of the initial purchase, it can be extended to 5 years for watches purchased within the last 2 years through our authorized network.” In addition, for watches acquired in 2024, 2025 and 2026 in the brand’s boutiques, AP offers a “2-year complimentary service protecting AP watches from burglary and robbery as well as functional damage.” And, finally, “work carried out as part of the service and the replaced components are guaranteed for a period of 2 years after service” (it is worth mentioning that AP is also taking care of “certain tourbillons and grand complications” from Richard Mille).

Other high-end watchmakers offer individual warranties based on the model purchased: At Roger Dubuis “the Excalibur Grande Complication comes with an exceptional 8-year warranty.” And for those looking for maximum security: While all F.P.Journe watches automatically come with a three-year warranty when purchased in an F.P.Journe Boutique, there are a couple of noteworthy exceptions: “the FFC and the élégante by F.P.Journe collection which are automatically guaranteed for 5 years and the Astronomic Souveraine, which is covered for 99 years.”