finance
Audemars Piguet and Swatch Announce Royal Pop Collaboration Releasing May 16
The Swiss brands announced a disruptive watch drop called Royal Pop on Saturday, sparking intense public interest and criticism from some luxury collectors. People have begun camping outside a UK shopping center days before the scheduled release, even as no official images have been disclosed.
May 11, 5:27 PM·1m read1 source
Audio version
Tap play to generate a narrated version.
Developing·Limited corroboration so far. This page will refresh as more sources emerge.
Audemars Piguet and Swatch teased a new watch collaboration called Royal Pop on Saturday. The two Swiss brands described the project as a disruptive drop that promises a new way to wear time and is geared toward future generations. The Royal Pop release is scheduled for May 16.
Days before that date, people were camping outside a UK shopping center, according to a TikTok user. Business Insider reported there is unprecedented hype right now, and the public is genuinely obsessed. Robertino Altieri, CEO of WatchGuys, told the outlet he has not seen this level of cultural interest in a watch release in years.
Audemars Piguet watches typically sell for more than $20,000. Swatch watches have a starting price of $65. Some collectors criticized the partnership, fearing it may devalue Audemars Piguet's luxury status.
Darryl Granberry, known as DDG, ranted online about the collaboration and compared it to buying a Ferrari and finding out there is a Ferrari Civic for $30k. DDG posted the comparison on X on Sunday. Business Insider reported that people who have spent six figures on AP feel like the silhouette is being cheapened, and they are the loudest critics online.
Robertino Altieri said some of those critics have threatened to sell their Audemars Piguet watches before the Swatch release. No official images of the Royal Pop collaboration have been released. Watch enthusiasts have nonetheless circulated concept photos of colorful wristwatches and pocket watches attached to lanyards.
If the collaboration visually resembles Audemars Piguet's Royal Oak model, Robertino Altieri expects it to resell for at least $5,000. "That is the version that breaks the internet," Altieri said. The companies are at opposite ends of the pricing spectrum, which leaves a wide range of options for the Royal Pop drop.
