Swatch X Audemars Piguet: Here's What to Expect

Earlier this week, Swatch posted a video to their social media with the phrase “X Swatch” alongside the words “Royal” and “Pop.” Both were in a font identical to the one Audemars Piguet uses on its Royal Oak branding — one of the most iconic watch designs in the world.

At the time, collectors immediately picked up on the connection and started buzzing. Swatch confirmed the speculation with a second teaser video posted on May 8, this time showing off the automatic movement powering the timepiece.

The Royal Oak, designed by Gerald Genta and released in 1972, is considered one of the grail watches in horology. The integrated bracelet, octagonal bezel, and exposed screws made it a landmark design, and AP Royal Oaks routinely sell for tens of thousands of dollars on the secondary market.

Note that any images you’ve seen of the watch or collection online are AI-generated fakes. As of May 8, Swatch has not publicly revealed what the Royal Pop looks like.

We have a pretty good template for this. In 2022, Swatch collaborated with OMEGA to create the Bioceramic MoonSwatch line: watches built to resemble the iconic OMEGA Moonwatch, powered by Swatch’s quartz movement and made from their signature Bioceramic material. The result was a watch with a major luxury name on the face at a sub-$300 price point.

If the AP collaboration follows the same formula, we’d expect designs that evoke the Royal Oak’s recognizable silhouette, complete with prominent Audemars Piguet branding, but built with Swatch’s tech at an accessible price. Think octagonal case shapes, AP-inspired dials, and Bioceramic construction.

However, there’s a real possibility this release won’t be a traditional wristwatch. Swatch showed eight colored lanyards at Watches and Wonders in April, their teaser imagery has included what looks like a leather loop rather than a conventional strap, and the caption, “a completely new way to wear time,” has led a lot of collectors to theorize the Royal Pop can be popped in and out of a lanyard or carrier, similar to Swatch’s existing Pop Swatch line.

None of this is confirmed yet, but it’s worth factoring in. If the form factor turns out to be unconventional, collector reaction will determine whether that novelty drives demand or dampens it, so pay close attention when the full reveal drops.

For pricing, MoonSwatch standard variants launched at under $300. The premium “Mission to Moonshine” editions came in at $285 in 2023, and the price has crept up since then. With the Royal Pop’s automatic movement, expect those prices to move up to around $300 to $500 for standard editions, and possibly up to $800 for a premium variant.

Multiple colorways are also very likely. The MoonSwatch launched with 11 different options, and the line only expanded from there. A Royal Pop launch with several variants is the safe assumption, plus one or two premium limited editions that will be the first to sell out and the most active on eBay.

This is where Swatch has historically made things interesting and difficult. Every limited edition MoonSwatch drop has been in-person only, and the more exclusive variants have been tied to specific cities. The Mission to Moonshine watches were initially sold in London, Zurich, Tokyo, and Milan, cities with well-established ties to the gold trade.

A Royal Pop collaboration with AP would likely follow a similar pattern, with premium variants appearing at cities that have significance to Audemars Piguet’s history and distribution.

Let’s go back to the MoonSwatch numbers to set expectations honestly.

The original Mission to Moonshine watches retailed for $285 and were reselling for close to $1,000 on eBay in the days after release. Prices settled to around $500 to $600 as more inventory hit the market. The 2024 Black Snoopy MoonSwatches cost $310 and flipped for around $700. The 2025 Gold Snoopy EarthPhase watches were $450 and reselling for $800 to $1,000 after launch.

All of those collaborations were built around OMEGA, which is a legendary name but not quite at the level of Audemars Piguet in terms of prestige or aspirational cachet. AP Royal Oaks start at around $30,000 at retail and regularly trade for multiples of that on the secondary market. The name carries significant weight with a very large audience of collectors who would never otherwise get close to owning one.

That context matters because resale premiums on collabs like these are often driven by desire, not just scarcity. The MoonSwatch caught people because OMEGA had never been accessible at $300. A Royal Pop could catch an even wider net because the Royal Oak is arguably a more coveted design.

We’re expecting premium Royal Pop variants to trade at strong multiples of retail at launch, potentially outperforming what we’ve seen from the MoonSwatch line. That said, we have no confirmed designs or pricing yet. Everything here is projection based on Swatch’s established playbook, and the actual resale value will ultimately depend on how the watches look and how collectors react. Design matters a lot with these. The MoonSwatch worked because it was a faithful and attractive interpretation of the source material.

Mark May 16 on your calendar and follow Swatch’s Instagram closely. Based on past releases, Swatch gives limited notice before opening sales — sometimes just a day or two ahead of a drop. When the design details come out, evaluate how collectors are talking about them.

Expect in-person only availability and plan accordingly. If you’re near a major metro with a Swatch store and a track record for AP boutique presence, that’s your best shot at securing a watch. Competition will be significant. MoonSwatch drops have seen lines form hours before stores open, with most inventory sold out by midday. One watch per customer has been the standard policy.