Audemars Piguet and Swatch Collaboration: A Unique Watch Release

In watch collecting circles, the term the Holy Trinity refers to three legendary brands: Patek Philippe, Vacheron Constantin, and Audemars Piguet. These are renowned for their heritage, quality, and craftsmanship. Although other high-end brands like A. Lange & Söhne or Breguet are also notable, new releases from the Holy Trinity attract more attention. So, it was surprising when news emerged that Audemars Piguet was collaborating with Swatch.

Audemars Piguet, often called AP, is famous for the Royal Oak, a watch designed by Gerald Genta. This watch is a favorite among collectors and is hard to find without an established relationship with a boutique. In contrast, Swatch, despite owning premium brands like Breguet and Omega, is mostly recognized for accessible, affordable watches.

Swiss police officers secure the area as customers queue to buy the new Royal Pop watch by Swatch and Audemars Piguet in Geneva, Switzerland, on May 16, 2026. (Salvatore Di Nolfi/Keystone via AP)

The collaboration resulted in the Royal Pop, launched in early May. Unlike the understated stainless steel case of typical AP watches, the Royal Pop features bright colors using Swatch’s bioceramic material, crafted in a pocket watch style with a lanyard.

Priced between $400 and $425, the release on May 16 generated significant interest. Large crowds gathered across the country, some arriving days in advance, to purchase the Royal Pop. Swatch had to close several stores due to safety concerns, as massive crowds formed even before stores opened.

Customers queue to buy the new Royal Pop watch by Swatch and Audemars Piguet in Geneva, Switzerland, on May 16, 2026. (Salvatore Di Nolfi/Keystone)

Particularly on Long Island, New York, police were called to manage a rowdy crowd at Roosevelt Field Mall. A video showed an officer using pepper spray to control the situation. According to reports, four arrests were made for various offenses, and 19 Swatch stores remained closed on Sunday.

Despite claims about economic difficulties, the demand for $400 watches was immense. Some planned to resell the Royal Pop, with listings on eBay reaching $1,600 to $2,000. This raises questions about the true state of the economy when people spend such amounts on watches.

A gold Audemars Piguet luxury watch displayed at Christie’s Palm Beach Luxury Show on Worth Avenue on March 7, 2023. (Meghan McCarthy/The Palm Beach Daily News/USA TODAY NETWORK)

Some offered complete sets of the different colors for well over $10,000. The AP x Swatch Royal Pop offers collectors a way to own a watch linked to the Holy Trinity for a fraction of the usual cost, suggesting that the economy might not be as troubled as some believe.

Ian Miller is a writer at OutKick.