In the world of watch collecting, three brands stand out for their legendary status and renowned craftsmanship: Patek Philippe, Vacheron Constantin, and Audemars Piguet. Often referred to as the Holy Trinity, these manufacturers garner significant attention for their watch releases.
Among these, Audemars Piguet is highly esteemed, particularly for the Royal Oak, a watch designed by Gerald Genta that is coveted by many collectors. Acquiring this timepiece often requires a strong relationship with a boutique.
An unexpected partnership emerged recently between Audemars Piguet and Swatch. Known for making affordable starter watches, Swatch also owns high-end brands like Breguet and Omega. The collaboration with Audemars Piguet resulted in the release of the Royal Pop, a watch with a distinctive design.
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 Royal Pop departs from traditional designs, featuring vibrant colors and made from Swatch’s bioceramic material. It’s configured as a pocket watch with a lanyard attachment, retailing for $400-$425.
The release on May 16 generated substantial interest. Despite concerns about the state of the U.S. economy, demand for these watches was strong. Swatch stores saw such high demand that safety concerns led to the closure of some locations.
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)
Crowds formed early, and in some cases, disturbances required police intervention. On Long Island, New York, the situation escalated at the Roosevelt Field Mall, where police used pepper spray to control an unruly crowd.
As reported by the New York Post, several arrests were made, including one for second-degree assault. In response to these events, Swatch closed 19 stores on Sunday, citing safety concerns. Overseas locations such as London faced similar issues.
Many buyers sought to resell the Royal Pop, with listings on eBay reaching $1,600-$2,000. Despite economic concerns, the willingness to pay such high prices suggests that the demand for desirable watches persists.
Collectors and watch enthusiasts see the AP x Swatch Royal Pop as an opportunity to obtain a watch linked to the Holy Trinity for a fraction of the usual cost. The collaboration is seen as a bargain for interested buyers.