So now we know exactly what you get when you cross two distinct brands of Swiss watch-making, one affordable (Swatch) and one luxury (Audemars Piguet). You get a new model of watch that attracts massive hype, huge queues and brawling customers.

For £335, you might also get your hands on a colourful pocket watch. But first you’d have to brave the crowds.

The watches, manufactured as a collaboration (or “collab”) between the two companies, are available in selected Swatch stores, with purchases limited to one item per person, per day, per store.

And before the “Royal Pop” watch collection went on sale on May 16 2026, excitement was already high. On release day, police and security teams were deployed in some places, with a tear gas incident in Paris and fighting in Milan. In the UK and the US, Swatch responded to the intense demand by closing its stores.

A popular product then, and a very effective marketing campaign to go with it. For Swatch, it is the third collaboration with a luxury watch brand in recent years.

The first two (with Omega in 2022 and Blancpain in........

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