Swiss watchmaker Swatch Group has teamed up with luxury rival Audemars Piguet for its first collaboration with another watch brand, sparking huge excitement among fans.
Shoppers in New York reportedly began lining up five days before the May 16 launch.
The partnership introduces the “Royal Pop,” a colorful pocket watch inspired by Audemars Piguet’s famous Royal Oak design. The $400 watch can be worn as a pendant, a desk clock, or a bag charm.
The collection includes eight models with bright Swatch-style colors and interchangeable accessories.
Audemars Piguet CEO Ilaria Resta said the collaboration aims to attract younger buyers as interest in mechanical watches declines worldwide. Analysts, however, questioned the decision to launch a pocket watch instead of a wristwatch replica of the Royal Oak.
Some collectors feared the project could weaken Audemars Piguet’s luxury image, while others said the collaboration makes high-end watchmaking more accessible to new generations.