Swatch’s collaboration with Audemars Piguet could help bring hype back to its bottom line
The rival watchmakers have teamed up on a buzzy new collection that’s sparking a global consumer frenzy.
Now that the Labubu bubble has burst, and the crowds that flocked to “Marty Supreme” jacket pop-ups have dispersed, it was only a matter of time before another viral item dropped.
This time, hype merchants have zeroed in on a collaboration between Swiss watchmaker Swatch and another, more luxurious Swiss watch brand, Audemars Piguet. The “Royal Pop” collection features eight pop art-inspired pocket watches, which can also be worn as pendants, bag charms, or desk clocks. Based on Piguet’s iconic Royal Oak design, the colorful watches allow fans to own something that resembles a $35,000-plus timepiece for as little as $400 (or, sell it for more).
As noted by Business of Fashion, the much-anticipated collaboration has employed the “right mix of novelty, accessibility, and scarcity,” though since the product line was released in stores on Saturday, that last point is yet more salient. With chaotic crowds seen in New York, London, Dubai, and more, over 30 Swatch stores worldwide have had to be shuttered “in view of public safety considerations,” per the company’s social media.
Watch this space
In response to the fan frenzy, Swatch — already famed for its collaborations with artists, designers, and other watchmakers — has put a statement on its website that queues of more than 50 people at stores won’t be accepted. Still, looking at its financial record, selling that must-have product comes as a much-needed reprieve after years of stagnation.
Swatch Group’s revenues came in at ~6.3 billion Swiss francs (CHF), or ~$8 billion, in 2025, down by a fifth from just two years prior and ~2.4 billion CHF below the company’s 2014 sales peak. Meanwhile, its operating profit more than halved from 2024 to just ~135 million CHF last year.
Recently, the company has struggled with weak demand in China and continued tariff fallout, owing to its long-held commitment to being “Swiss Made.” But now, Swatch is likely hoping the windfalls of its global hit will be enough to wind back the effects of a broader luxury sector slowdown.
