French telecom operator Free has extended its long-standing trade-in partnership with Recommerce to include smartwatches, marking a calculated expansion of its recommerce strategy beyond smartphones. The initiative builds on nearly three years of collaboration focused on smartphone buybacks and reflects increasing operator interest in capturing residual value from a wider range of connected devices within the circular economy. It is a bold strategic move, given the high level of fragmentation in the secondary smartwatch market. Historically, the complexity and time required for device processing have been significant barriers to entry. However, recent bulk processing innovations from CypherBlk and FutureDial are beginning to streamline these operations.
Wearables enter recommerce
Under the expanded programme, users can now resell selected smartwatches through an online portal operated by Recommerce. Eligible devices include models from brands such as Samsung, Apple, Garmin, Xiaomi, Huawei, and Google, although coverage remains selective. The emphasis is clearly on major global brands with established secondary demand, while several newer or niche models remain excluded from the valuation database.
Operational mechanics
The resale process mirrors established smartphone trade-in flows. Sellers are required to identify the specific watch model, assess its exterior condition, confirm basic functionality, and verify that activation locks have been removed. Recommerce manages the valuation logic, logistics, and payment execution, transferring funds directly into the seller’s bank account without requiring a Free or Iliad Group subscription.
Valuation dynamics
Indicative pricing highlights both opportunity and constraint within the smartwatch secondary market. A Samsung Galaxy Watch Ultra in perfect condition is valued at 88 Euros, while a flawless 45 mm Apple Watch Series 9 is offered 85 Euros. However, multiple test cases indicate that listed devices can still return zero buyback value, underlining the volatility and model-specific economics that continue to challenge wearable recommerce at scale.
Strategic positioning
Founded by entrepreneur Xavier Niel, Free operates as a subsidiary of the Iliad Group and has a long history of disruptive market strategies. Since reshaping the French mobile market in 2012 with low-cost, no-contract plans, the operator has increasingly positioned itself as a digital services platform rather than a pure connectivity provider. The smartwatch trade-in expansion aligns with this trajectory, embedding circular value capture within its broader customer engagement model.
Market implications
From an industry perspective, the move signals cautious experimentation rather than full category commitment. Smartwatches generate lower resale values than smartphones and face faster generational turnover, battery degradation challenges, and fragmented product portfolios. These factors complicate grading consistency and residual value forecasting, which remain critical to refurbishment profitability.
Circular economy relevance
Despite these constraints, the inclusion of wearables reflects growing maturity in European recommerce infrastructure. By lowering friction through an open, operator-agnostic portal, Free and Recommerce are expanding addressable supply while keeping operational and regulatory complexity off the operator balance sheet. As sustainability reporting requirements tighten and lifecycle extension becomes a measurable business metric, such partnerships are likely to form the backbone of future multi-device circular trade-in ecosystems.
Market
Trade-in
Repair
Refurbishing
