Key Takeaways
- Swatch and Audemars Piguet’s hyped 2026 “Royal Pop” collab turned out to be eight colorful pocket watches instead of the rumored Royal Oak-style wristwatches.
- Luxury retailers and jewelers like Lori Hirshleifer, Nadine Ghosn, Trax NYC, and Moses the Jeweler mostly see it as a fun, smart marketing move that democratizes AP and may even boost interest in real Royal Oaks, with many planning to buy for personal use, styling, or resale.
- Vintage watch dealers and resellers are more split, with some calling the design underwhelming or “too weird” and saying they won’t cop, while others argue it won’t hurt AP values and mainly exposes how much of the outrage is about lost exclusivity rather than actual taste.
The new of the Swatch x Audemars Piguet collaboration shook up the fashion world this week.
Rumors swirled. AI images were generated. Lines formed in front of Swatch stores around the country a week ahead of the official release before we even actually knew what the product looked like. Swatch x AP was shaping up to be the runaway pick for 2026 collab of the year.
On May 12, we finally got to see what we all had been waiting for, an official look at what Swatch and AP had cooked up. Was it the tonal Royal Oaks that the internet had assumed? No. Instead, it was revealed that the “Royal Pop” collection would actually consist of eight colorways of pocket watches.
While the pandemonium has cooled off just a bit, Swatch x AP is still undoubtedly one of 2026’s biggest drops. Ahead of the retail launch on May 16, we polled some industry experts from jewelers like Trax to luxury retail owners, and more. Do they like the collab? Are they planning on buying one for themselves? Find out below.
Lori Hirshleifer
Occupation: Co-Owner, Luxury Retail Store, Hirshlefiers
What are your thoughts on the collab?
I think it’s super fun and I completely understand the hype. I think it helps the value of regular APs. As much as high-end watches have become part of mainstream culture, there’s most definitely a younger client who isn’t aware of, or can’t yet afford, an AP. This opens that door for them, introducing them to one of the icons of the watchmaking world. The same could be said for Blancpain or Omega and their respective collabs, and I don’t think those collabs tarnished either brand at all. Quite the opposite.
Would you buy one?
I can’t wait to add it to my bag as a bag charm.
Occupation: Fine Jewelry Designer, Nadine Ghosn
What are your thoughts on the collab?
I love the mix of high and low, but think it should be a limited edition drop.
I don’t think one thing takes away from the other as long as this is a one time activation, but I think the unlikely combination is what has generated so much curiosity and intrigue. AP has always been a front runner in pushing the boundaries of what is expected and challenging the watch industry.
Would you buy one?
I think I will buy more than one. As a watch aficionado, I believe this collab will capture the zeitgeist and effectively be a great piece to pass down to my children one day.
I think it will be the perfect Birkin accessory this summer. The white and pink are my favorite.
Occupation: Luxury Consignment Store Owner, Luke’s NYC
What are your thoughts on the collab?
This shit looks like a pair of ‘06 patent Air Forces.
From a business perspective, this is obviously an extremely smart move because of the eyes put on both companies already. This is shaping up to be the most hyped collab of the year. I'm loving the fact that people lined up before even knowing what it looks like.
I don't think AP doing this collab hurts their brand any more than doing a Cactus Jack or a KAWS collab. That’s trying to tap into a youth audience in a more desperate way than doing a Swatch collab.
I don't think the people who are waiting to get a Royal Oak allocation or have just bought a Royal Oak give a fuck about this. I don't think they care at all. I'm sure that AP has done the research and decided that this was a fair trade off. If you lose 500 customers because they are turned off by this, but this is the only thing that anyone's talking about on the internet for days, you might get thousands of new customers.
At the end of the day, it's still impossible to get a Royal Oak for retail without spending $500,000 at a jewelry store on pearls and diamond necklaces. It's not like AP is going to open the flood gates of all their most valuable products right after this. It just makes the real thing even more desirable and unattainable.
Would you buy one?
It’s not for me.
Adrian Douzmanian
Occupation: Vintage Luxury Watch Dealer, Very Special
What are your thoughts on the collab?
It’s cool that Swatch is continuing what seems to have become a tradition of doing affordable collabs with historic and important watchmakers. I don’t think it helps or hurts the value [of APs] at all. Anyone who feels this way has slight delusion.
Would you buy one?
I probably would not cop.
Eric Wind
Occupation: Luxury Watch Dealer, Wind Vintage
What are your thoughts on the collab?
I was shocked to see this Swatch x AP collaboration for a few reasons, including the fact that AP is not part of the Swatch Group. The Moon Swatch and the Blancpain seemed to have lost a lot of momentum in the market, so Swatch needed to do something to freshen up the line. This has certainly got everyone talking.
On its face, it would seem that the collaboration would irritate owners of Royal Oaks, but we've seen more interest in the few Royal Oaks we have listed on windvintage.com over the last 48 hours than we had in the last six months combined. So, I think it actually has spurred a lot of interest and is probably going to help AP rather than hurt the company.
Would you buy one?
I'm not planning to buy one to wear it. It's too weird. But it's exciting for fans of Swatch. I think it's very interesting that it's like a wearable pocket watch. That makes more sense than just doing a plastic Royal Oak.
Occupation: Jeweler and Luxury Watch Dealer, Moses NYC
What are your thoughts on the collab?
If they were going to make the fucking silhouette like the Royal Oak, it would have shat on the whole brand. My investment would have went to shit right here [shows AP Royal Oak on his wrist]. I put too much money up for this for them to come out with a $500 version of it, but I still think the [Swatch x AP collab] is very cool. I think it's something for the people and I’m a big fan of people having some luxury at a very affordable price.
It is a real AP. Their name is on it. But it's not the luxury brand of AP. It's something for the average person who works very hard to be able to afford a piece like this. I'm all for that.
By far, this is the most hyped watch I’ve ever seen. This is fucking insane. The watch world needed it. Shoutout Swatch. Shoutout AP. I’m loving it.
Would you buy one?
To resell. I need lines outside my store. I need everyone who cops one to come over here. I’m paying fucking top dollar. I got to see where the market's at, but just know I'm paying top dollar. You got guaranteed profit with me.
Elias Marte
Occupation: Vintage Watch Dealer and Curator
What are your thoughts on the collab?
I’m not really a fan of it but to each their own. Buy what you like. At this price point, a lot of people are going to get into watches, which is always a positive.
It also wasn’t what hypebeasts were expecting based on all the AI renderings floating around. People should’ve paid attention to what was actually being posted on the official Swatch and Audemars Piguet Instagram accounts. UPSET CITY.
One thing I do like is that it’s not necessarily a watch meant to only be worn on the wrist. You can wear it on a lanyard, clip it to a bag, or keep it in your pocket. It pushes people to think beyond traditional watch wearing. A watch doesn’t need to be only on your wrist.
It won’t hurt the value of regular APs. There’s an emotional attachment to the exclusivity of owning an actual Audemars Piguet watch. Royal Oaks are already nearly impossible to buy at retail. The waiting list alone creates a level of exclusivity that a $400 Swatch can’t touch. AP was smart: they gave us a “pop watch,” totally different from what most people expected. The buyers for these watches are very different. The price gap is huge.
Would you buy one?
No, I have a solid personal watch collection that I’m blessed and grateful for.
It’s not really for me. I prefer gold-tone watches. It’s like a cute toy though, basically the watch version of a Labubu. I’m sure a lot of the people planning to flip it were hoping it came on an integrated bracelet because that probably would’ve sent demand through the roof, but AP knows better than that.
Whatever I flip, I still need to actually like it or at least see myself wearing it. Otherwise, it’s pointless to me.
Occupation: Jeweler, Trax NYC
What are your thoughts on the collab?
That's an amazing accomplishment for Audemars. It's a brilliant marketing move. Everyone's talking about it. It gives the average person a chance to own something that could be a collectible piece and even make a profit. That's like a company sharing love with the world. Everyone should give Audemars a big round of applause.
Would you buy one?
I'm thinking of taking some of my staff and putting them in line on the drop. It would be a great thing to own, keep in the box, and never open until 20 years from now.
Abtin Abbasi
Occupation: Jeweler, A Jewellers
What are your thoughts on the collab?
It’s really cool, tasteful, and edgy, making an AP affordable to those who can’t usually buy. The fact they’ve kept it as a key charm is incredible. Keep the AP brand in a safe position. I’m all for it.
It could attach a cheap feeling to APs and make some people hesitant to want to buy more when others are able to buy at something at a cheap price. It could also make the brand cooler and more exciting.
Would you buy one?
I would buy one. I think they’re great. I could also flip it if I got bored.
Gwalla Kicks
Occupation: Consignment Store Owner, Gwalla NYC
What are your thoughts on the collab?
I'm just happy to be here to watch it happen, watch it unfold, see the hype, and see the foolishness people thought it was going to be. It was a cool thing to see how people went crazy over the watch. I felt like it was going to be one of the biggest hits, but since seeing the new pictures and videos, I don't think it is.
Does it hurt the value of the APs? I think it does because why would a rich person want to wear something that a regular person could wear? They want exclusivity.
Would you buy one?
Of course I would like to buy one. I want one to flip and one to wear. I need the money from flipping it so I can wear it.
Benny the Butcher
Occupation: Rapper
What are your thoughts on the collab?
One, I'm a little disappointed [that they are pocket watches] because I knew people were excited about those watches. I've been seeing people post them on Instagram, but the other part of me is like, “Phew.” People was going to be doing the most with them motherfuckers. You see the rap n****s? They were panicking on Instagram.
Would you buy one?
I planned to get a few of them for my nephew and my kids. But I wish they were watches though, so everybody could have them.
