Audemars Piguet and Swatch just revealed the Royal Pop collaboration, and it might be one of the most viral watch releases of the year. For days, the internet was flooded with rumors, AI-generated Royal Oak-style renderings, and speculation that Swatch and AP were releasing an affordable colorful wristwatch. But now we know what is actually dropping: a Royal Pop pocket watch collection.
In this video, I break down what is confirmed, what the internet got wrong, why people are already camping out before the release, and why some early pieces are already being listed for crazy resale prices. More importantly, I talk about why this collaboration may be less about horology and more about culture.
To me, Swatch x Audemars Piguet is not ruining luxury. It might actually be making AP bigger. Just like Fear of God Essentials created an accessible entry point into Fear of God, and Off-White x Nike brought Virgil’s design language to a wider sneaker audience, this collaboration feels like the watch world finally entering streetwear and drop culture.
Are luxury watches becoming the new sneakers?
Let me know your thoughts in the comments.
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