Audemars Piguet
The Audemars Piguet × Swatch Royal Pop watch drew long lines at boutiques around the world when it launched on May 16. Chaos at some locations required police intervention, and demand surged according to data from Chrono24.
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Audemars Piguet has introduced three new 42mm Royal Oak Offshore Selfwinding Chronograph models featuring vibrant color accents inspired by its Royal Pop collaboration with Swatch.
Morgan Stanley's Ninth Annual Swiss Watch Report, released on February 18, 2026, reveals a concentrated Swiss watch market with declining unit shipments but stable export values. The report highlights the dominance of a few major brands and the growing importance of ultra-high-end watches. It estimates Swiss watch exports at CHF 24.4 billion for 2025, down 1.7% from the previous year.