Hundreds of people gathered outside Swatch stores in Switzerland starting Friday, May 15, 2026, hoping to purchase the new 'Royal Pop' watches on Saturday morning, May 16. The collection results from a collaboration between Swatch and Audemars Piguet, featuring colorful designs inspired by the iconic Royal Oak.
The launch follows a similar partnership in 2022, when the 'Swatch x Omega MoonSwatch' caused global queues. The 'Royal Pop' collection includes several models, each with a distinct color scheme, priced at approximately 400 Swiss francs. Swatch stores in major cities like Zurich and Geneva saw long lines, with some customers camping overnight.
Audemars Piguet, known for its luxury Royal Oak line, partnered with Swatch to create a more accessible version. The watches are made from bioceramic, a material used in previous Swatch collaborations. Each watch features a quartz movement and a design that echoes the Royal Oak's octagonal bezel and integrated bracelet.
Swatch limited the purchase to one watch per person to discourage reselling. Despite this, some watches appeared on resale platforms like eBay for several times their retail price within hours of the launch. The collaboration aims to bring the prestige of Audemars Piguet to a wider audience, though the brand maintains its high-end identity.
As of May 17, 2026, most Swatch stores reported sell-outs of the 'Royal Pop' collection. Swatch has not announced a restock date, but similar past collaborations have seen additional releases. The event underscores the enduring appeal of limited-edition watch collaborations in the luxury and fashion sectors.
