The unexpected collaboration between ultra-luxury watch brand Audemars Piguet and accessible Swiss manufacturer Swatch has sent ripples through the UK retail landscape and the horological world. The launch of their 'Royal Pop' plastic pocket watch in May 2026, which playfully riffs on Audemars Piguet's iconic Royal Oak design, led to unprecedented scenes outside Swatch stores across London, with hundreds queuing, some overnight, and reports of altercations as demand far outstripped supply.
This partnership, which pairs one of the world's most prestigious watchmakers with a brand known for its colourful, mass-produced timepieces, would have seemed unthinkable just a few months prior. The Royal Pop series comprises eight 40mm pocket watches, available in a variety of vibrant hues and two vintage-inspired layouts. Priced at £355, each watch features a 'Bioceramic' case and Swatch's automatic Sistem51 movement. The move is seen as a deliberate attempt to inject playfulness and accessibility into the often-exclusive world of high-end horology, without directly cheapening the Audemars Piguet brand itself.
The strategy mirrors Swatch's earlier, highly successful collaboration with Omega, resulting in the 'MoonSwatch' in March 2022. That release, which offered an affordable, plastic interpretation of Omega's Speedmaster chronograph for £207, created a secondary market frenzy, with watches reselling for between £1,500 and £3,100. While the initial hype for the MoonSwatch has since subsided, and a subsequent collaboration with Blancpain did not achieve the same level of impact, the Audemars Piguet partnership demonstrates Swatch's continued ability to generate significant consumer excitement and demand.
For UK consumers, the Royal Pop offers a unique entry point into a design aesthetic previously reserved for watches costing upwards of £25,000, and often significantly more on the pre-owned market. The Royal Oak, designed by Gerald Genta in the 1970s, is credited with establishing steel sports watches as luxury items. The Royal Pop's design elements, such as the distinctive octagonal bezel with visible screws, clearly reference its high-end inspiration, yet its plastic construction and non-limited status position it as a distinct, collectible item rather than a direct competitor.
However, the nature of the Royal Pop also presents some downsides. Its 'Bioceramic' construction and Swatch's sealed Sistem51 movement mean the watches are unserviceable, contrasting sharply with the longevity and repairability expected of luxury timepieces. Despite this, the immediate demand at launch underscores a powerful desire among collectors and fashion enthusiasts for accessible collaborations that blend heritage with contemporary appeal.