The Audemars Piguet x Swatch watch is here and it has truly shaken up the world.
«Royal Pop» is a combination of Audemars Piguet's Royal Oak, the iconic octagonal model in the world of mechanical watches that starts at $30,000, and Swatch's articulated Pop watch from the 1980s, which costs $40.
However, this is not a wristwatch, but a pocket watch with a bioceramic case, which can be attached to and removed from the corresponding lanyard (sold separately), which is available in three different lengths.
«This collection will change the way we wear watches,» Swatch Group said in the press release announcing the Royal Pop.
«The AP × Swatch collaborative watches break free from the wrist... allowing you to wear the watch in unique, easy-to-use, yet dynamic ways. The choice is yours: around your neck, on your wrist, in your pocket, hanging on a bag, and many more.»
Swatch Group and Audemars Piguet have confirmed their collaboration, which had been rumored for a long time. On Instagram on May 8, they also officially unveiled the Royal Pop collection. .
The excitement grew and spread throughout the week and up to the official release day of Royal Pop. But the Swatch Group was forced to close stores due to «public safety.».
Crowds, consisting of collectors as well as individuals who wanted to resell the watches for a quick profit, became unruly in some Swatch stores around the world.
Videos posted on social media show people pushing and shoving. As well as police intervening to control crowds at stores in New York, Atlanta, London, and elsewhere.
On Saturday, the Swatch Group released a statement on social media. It stated, among other things: «To ensure the safety of both our customers and our staff in Swatch stores, we kindly ask you not to flock to our stores en masse to purchase this product. The Royal Pop collection will remain available for several months.»
The watch retailer and manufacturer confirmed via email on Monday that it was forced to close approximately 20 of its 220 stores worldwide that carry the Royal Pop collection due to overcrowding. It blamed the chaos on long queues and insufficient mall security.
He stated: «The queues of interested customers were extremely long. And also the organization of some shopping centers was not sufficient to manage this level of attendance.»
Swatch Group compared the pandemonium of Royal Pop to the release of the MoonSwatch. The watch, which was made in collaboration with Omega, in March 2022. It also stated that the situation «has now somewhat normalized.».
The collaboration has generated millions of clicks to her website and is «literally making social media explode.» With 11 billion views through both paid and organic content.
«Overall, the Royal Pop collection captivates the whole world. Mainly because Royal Pop, to everyone's surprise, is not a wristwatch,» said the Swatch Group.
There are eight Royal Pop models. Otto Rosso (pink and red), Huit Blanc (white with multi-colored hands, hour markers, and bezel screws). Also Green Eight (dark green), Blaue Acht (light blue and light green). Also Lan Ba (dark blue and light blue), Otg Roz (pink and yellow), Ocho Negro (black and white. And finally Orenji Hachi (dark blue and red).
Swatch Group stated that it chose the number eight for the limited edition collection as a reference to the Royal Oak's octagonal case and the eight screws on the bezel. The watch names also include the number «eight» in various languages.
The blue/dark blue and pink and yellow versions are in the Savonnette style. With the crown positioned at 3 o'clock and a small seconds subdial at 6 o'clock.
The other six are Lépine-style pocket watches. This means the crown is at 12 o'clock, like on a chronometer.
The Savonnette Royal Pop is available for $420, while the Lépine model costs $400.
The accompanying calfskin lace is available in three lengths. From 7.08 to 26.5 inches and is sold separately and costs $45.
And all eight watches feature a transparent case back with the Royal Pop logo.
They operate with a new manual winding version of Swatch's Sistem 51 movement. A mechanical movement assembled entirely by mechanical means. It features a 90-hour power reserve.
Royal Pop is currently available in twelve stores in the United States. It will remain on sale for several months, as noted by the Swatch Group. Purchases are limited to one watch per person per day.
The watch will not be sold online.
Source: nationaljeweler.com
