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.
Queues formed at Swatch stores globally on the launch date. Police stepped in to maintain order at multiple sites, some stores closed temporarily, and nearby businesses reported damage and access issues. Swatch Group CEO Nick Hayek Jr. noted excessive disruption at 10 percent of sales points. Chrono24 tracked a sharp rise in interest. Demand for the Royal Pop reached 2.9 times the peak level seen for the earlier MoonSwatch collaboration. Interest in Audemars Piguet Royal Oak models climbed 40 percent, while MoonSwatch inquiries jumped 422 percent. Within two weeks the surge faded. Demand fell to 1.4 times the MoonSwatch benchmark, new listings dropped 80 percent, and average resale prices declined from €1,440 to under €1,000. Chrono24 CEO José Gaztelu credited the brands for expanding watch interest beyond traditional buyers.