Swatch and Audemars Piguet Confirm “Royal Pop” Watch Collaboration
The collection will be available beginning May 16
Swatch and Audemars Piguet have put an end to the mounting social media speculation with a video posted on Instagram confirming their partnership. Swatch led the way in marketing with a series of cryptic, bold-colored videos and ads that hinted at an upcoming release. The first video, released during Watches and Wonders, simply featured five bold-colored lanyards, with no caption or words on screen. A second video featured the word “Clack” with a popping sound, and a third video revealed the collection’s name, “Royal Pop,” and the May 16 release date.
The most recent video featured a Sistem51 movement and confirmed Audemars Piguet as the collaborative partner, but did not feature any product shots or any additional details.
The surprise collaboration marks the first time Swatch has teamed up with one of the “Holy Trinity” brands. The watch, which is expected to sell out quickly and draw large crowds ahead of the release, will be available at select Swatch boutiques.