Swatch is seeking a Royal Pop from Audemars Piguet hype
While the collaboration is risky for Audemars, there is far more at stake for Swatch
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THE watch world is losing its collective mind over the Royal Pop, a collaboration between Swatch Group, best known for its brightly coloured plastic timepieces, and Audemars Piguet, one of the world’s most successful upmarket horologists.
After a week of fevered speculation, the two companies revealed that they are joining forces on a US$400 pocket watch that blends Swatch’s “Pop” line from the 1980s with Audemars’ iconic Royal Oak wristwatch.
Swatch could do with a lift. Four years ago, its MoonSwatch, which leaned on the look and heritage of sister brand Omega’s Speedmaster Moonwatch, became a global phenomenon, selling around three million timepieces in 2022 to 2023.
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