Few surprises remain in 2026 that Swatch has mastered the art of hype and marketing in the smartwatch era of watchmaking. Years ago, the collaboration that disrupted the entry-level watch market—the MoonSwatch—brought together the accessible younger sibling Swatch with the mighty and exclusive Omega. The result: kilometer-long queues, demand far exceeding initial supply, and a deep desire among watch enthusiasts. But above all, it sparked the interest of people who are usually outsiders to the world of analog timepieces.
After that initial frenzy came a stream of versions, from moon phases to Snoopy editions, and then another collaboration within the group: the Blancpain x Swatch. Now, years later, everything is set to explode again with a completely unexpected partnership that threatens to bring even longer queues, even more anticipation, and an even deeper desire: to own one of the greatest classics in watch history at an affordable price, under the Swatch umbrella.
The Royal Pop will be the fruit of the collaboration between Audemars Piguet and Swatch. It will be a version of the famous Royal Oak, renamed Royal Pop, playing on words with Swatch’s 90s Pop line. This name gives many clues about the collaboration’s direction, as Pop was the name reserved for editions that could be worn both as pocket watches and wristwatches.
So far, little is officially known about the design, though multiple color tones have been confirmed through the boxes visible at major points of sale. The official launch is set for May 16, when all doubts will be cleared. But one thing is certain: it will once again break the watch market.