Swatch Is Seeking a Royal Pop From Audemars Piguet Hype

The watch world is losing its collective mind over the Royal Pop, a collaboration between Swatch Group AG, best known for its brightly colored plastic timepieces, and Audemars Piguet, one of the world’s most successful upmarket horologists. After a week of fevered speculation, the two companies revealed they’re joining forces on a $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 a total of around 3 million timepieces in 2022-2023. With Swatch’s operating profit more than halving last year, after a 75% decline in 2024, and the board under pressure from activist fund Greenwood Investors LLC, the company needs a repeat performance.