Audemars Piguet unveils collaboration with affordable watch brand
Luxury Swiss watch brand Audemars Piguet has announced a collaboration with Swatch that could lead to its cheapest model yet.
Founded in 1875, Audemars Piguet typically sells watches from $20,000 to well over $1 million each, with its signature stainless steel Royal Oak models starting at $30,000.
However, the new Royal Pop watch being launched in partnership with affordable Swiss brand, Swatch, could finally offer a lower price point for customers itching to own an Audemars Piguet. Swatch typically sells sells bioceramic models from $65 to $400.
“Introducing Audemars Piguet x Swatch, a disruptive collaboration that fuses joyful boldness and positive provocation with the art of haute horlogerie,” Swatch wrote on Instagram. “Two Swiss icons come together to reimagine a complete new way to wear time and bring future generations to the world of mechanical watches.”
The two brands have not revealed what the Royal Pop actually looks like or how much it will cost. Still, industry sources have looked at Audemars Piguet and Swatch’s previous prices and predicted that the product could range from $300 to $500, according to watch strap retailer Helvetus.
The Royal Pop watch is set to launch in select Swatch stores worldwide Saturday, May 16. It will be sold at 21 boutiques across the U.S., including two stores in New York City, and 13 locations in the U.K., according to the Swatch’s online store locator.
Fans on X have documented how lines are already forming outside of Swatch stores five days before the Royal Pop comes out.
Customers have also poked fun at the immense popularity of the watch, with one commenting on Swatch’s Instagram post: “Can’t wait to stand in line for hours and not get one.”
“THIS IS INSANE I’M ALREADY IN LINE OUTSIDE OF THE STORE AS WE SPEAK!” another wrote
“They’re going to make these so limited they’ll be resold for $20,000,” a third quipped. A fourth added on X agreed: “I wouldn’t be surprised if the AP x Swatch collab watch goes for $5,000 resale.”
Swatch has worked with many luxury brands in the past. In 2022, the company joined forces with premier watchmaker Omega to launch the Bioceramic MoonSwatch, including a collection of 11 models that start at $285 each.
The product was a reimagined version of Omega’s iconic Speedmaster Moonwatch, which costs up to $10,400.
In 2023, Swatch collaborated with top-tier watch manufacturer Blancpain to release the Bioceramic Scuba Fifty Fathoms collection, featuring models inspired by the five oceans. Available only in Swatch stores, each watch retails for about $400.
