Audemars Piguet, the venerable haute horlogerie maison based in Le Brassus, has teamed up with Swatch, the Swiss giant, for a truly surprising capsule collection. Set to launch on May 16, this “Royal Pop” drop gives the two watchmaking leaders the opportunity to celebrate two of their iconic timepieces—the Royal Oak and the Pop—in a single pocket watch.
Fun, pop, and… royal!
Who said luxury collaborations were dead… especially in watchmaking.
With this “Royal Pop”, Audemars Piguet, the third-largest Swiss watchmaker by revenue (behind Rolex and Cartier) is teaming up, for the duration of this collaboration or drop, with Swatch, another heavyweight in the watch industry, albeit with a more mass-market positioning.
Managing to grab attention right from the teaser, breaking design conventions and playing on scarcity, this luxury drop checks all the boxes—on paper—for a successful luxury collaboration, minus the price tag. At 385 euros, this represents an unprecedented price point for a creation bearing the Audemars Piguet name. Perfect timing in these times of waning pricing power in the luxury sector, economic uncertainty, and gloom.
The teaser reigns supreme
The Royal Pop could well become a textbook case in more ways than one.
First, in an era where information overload rages on social media, Audemars Piguet and Swatch prove that it’s still possible to capture attention.
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Featured Image: Audemars Piguet x Swatch
