#None #Swatch #Audemars Piguet #Royal Pop

Swatch x Audemars Piguet's Royal Pop Takes the Market by Storm

The recent launch of the highly anticipated collaboration between Swatch and Audemars Piguet, named 'Royal Pop', has sent shockwaves through the luxury watch community. Launched on May 16, 2026, the Royal Pop quickly became a runaway success, achieving nearly three times the purchase inquiries seen during the peak of the Omega Moonwatch's release in March 2022. This surge in interest marks a new milestone for Swatch, demonstrating an unprecedented demand for their collaboration pieces.

Record-Breaking Demand

According to Chrono24, one of the world's largest online luxury watch marketplaces headquartered in Karlsruhe, Germany, the Royal Pop experienced an overwhelming response shortly after its launch. The number of inquiries for the Swatch x Audemars Piguet model reached an astonishing 2.9 times more than during the peak inquiries for the Moonwatch. As eager buyers waited in long queues outside Swatch stores across various countries, some locations even had to temporarily close their doors to manage the overwhelming demand.

The pricing for the Royal Pop was set at €385 (¥57,200) for the Lepine Style and €400 (¥61,600) for the Savonette Style. Despite these prices, the requirement for purchase limits only intensified the excitement, leading to crowds of enthusiastic buyers gathering outside retail outlets worldwide.

New Customer Base Emerges

A significant portion of the buyers for the Royal Pop on Chrono24 are first-time users of the platform. This pattern mirrors the trend observed during the Moonwatch's launch, highlighting Swatch's ability to draw in a new customer demographic.

"What stands out is the high number of first-time purchasers entering the watch market. Swatch has positioned itself as a key player in this category with collaborations like the Omega Moonwatch and now Audemars Piguet's Royal Pop," explains Balazs Ferenczi, Head of Brand Engagement at Chrono24.

Exploring Price Points

Within days of releasing the Royal Pop, Chrono24 reported hundreds of transactions, with the average transaction price landing around €1,440 (approximately ¥270,000). Notably, about half of these transactions fell within the €1,200 to €1,400 range (¥220,000 to ¥260,000), while 80% of the sales occurred between €1,100 and €1,850 (¥200,000 to ¥330,000). Prices varied widely as some listings were available below €1,000 (¥160,000), while others exceeded €2,500 (¥460,000).

Ferenczi notes, "The listing prices and actual transaction prices show a wide range, which is common for high-demand new releases. Past collaborations have typically seen a stabilization of prices within weeks as the market adjusts to a more consistent level."

Most Popular Models in Royal Pop

Among the eight distinct models of the Royal Pop, there is a notable discrepancy in demand. The 'OCHO NEGRO' in black leads the pack for inquiries, followed closely by the pink 'OTTO ROSSO' and the colorful 'OTG ROZ'. Collectively, these three models accounted for the majority of purchasing inquiries and transactions on Chrono24.

In contrast, the 'HUIT BLANC', characterized by its white color adorned with colorful screws, records the highest trading prices, despite being in the mid-range for inquiries. Currently, the demand landscape indicates that the white 'HUIT BLANC' is steering the market's upper price segments while the black 'OCHO NEGRO' commands overall interest.

Ripple Effects on Related Models

The launch of the Royal Pop has also sparked increased interest in other related models. Compared to the average demand over the past six months, Chrono24 has noted clear changes in demand for both Swatch and Audemars Piguet watches. Noteworthy figures include a 40% increase in inquiries for the Audemars Piguet Royal Oak, a staggering 422% increase for the Moonwatch, and a 472% boost for the Swatch x Blancpain Fifty Fathoms, indicating a broader market trend.

The numbers for the Royal Oak are particularly striking, as interest in watches spanning entirely different price ranges has surged simultaneously with the release of Royal Pop. This collaboration sheds light not only on entry-level models but also opens doors to the broader Audemars Piguet universe, demonstrating the ongoing impact of Swatch's historical collaborations that resonate even in 2026.

About Chrono24

Chrono24, founded in 2003, stands as the world’s largest online marketplace for luxury watches, hosting over 600,000 watches listed by more than 3,000 vendors from over 150 countries. With a monthly visitor count of approximately 9 million, it facilitates secure and trustworthy transactions among both buyers and sellers, offering a wide range of timepieces from new to vintage. Based in Karlsruhe, Germany, the company also operates offices in Berlin, Miami, Tokyo, and Hong Kong, employing over 350 staff members to ensure top-notch service.

For more information, follow Chrono24 on Instagram at @chrono24.japan.