Why Are Purists So Mad About the Swatch x AP Royal Pop?

Tom Chng (Singapore Watch Club)

I believe this project was brilliantly and smoothly done. Many people doubted that a plastic Royal Oak watch could harm the brand’s reputation. However, by launching it as a pocket watch, Audemars Piguet and Swatch have made it clear this is essentially a playful, horological novelty. It’s a fun, approachable way to introduce a new audience to the world of mechanical watches without being overly serious.

I also value the fact that the watch maintains a classic feel thanks to its hand-wound mechanism.

Bhanu Chopra, Watch Journalist

I always saw Swatch watches as playful accessories, often meant to be a bit silly. If someone’s treating them as something serious, they’ve completely missed the point.

However, its unusual design probably means fewer people will actually buy it. Most watch collectors prefer pieces they can wear every day, rather than just display or use occasionally before storing them away and forgetting about them.

While this format might limit its appeal to a wide audience and long-term collecting, it could attract a dedicated and enthusiastic fanbase. This partnership is historically noteworthy because it did something unexpected and different.

Helbert Tsang (The Horology Club)

As a fan, I think the collaboration between Swatch and Audemars Piguet is brilliant! It’s a really smart move for both marketing and design. I get that some people might be hesitant about a Swatch take on the Royal Oak – it’s an iconic watch, after all. But this new format, keeping so much of that classic look, makes it accessible to a lot more people. It’s a fun way to get a little piece of the Royal Oak aesthetic into your life, whether you use it as a pocket watch, a bag charm, or just something cool to collect.

Oliver Tong, Co-Founder of Horoverse

Swatch and Audemars Piguet took a big risk by releasing the Royal Pop as a pocket watch instead of the usual wristwatch. I appreciate how they challenged what people expected – it’s a playful move that generates buzz in the watch community. However, the price point combined with the pocket watch design makes it feel more like a high-end souvenir than a watch you’d cherish and collect for a lifetime. That being said, just because something is unusual or impractical to wear doesn’t mean it can’t become a valuable collectible. Some items are sought after even if they’re not for everyday use.

Françoise-Marie Santucci, Watch Journalist

The Swiss-French have a great phrase: “pleasantly disappointed.” That’s how I felt about the new Audemars Piguet Royal Pop. I’d hoped to own one, like many people, but I also really admired how different and bold it was – it might especially appeal to women. It’s too bad the launch event on May 16th was so disorganized.

I don’t think the watch’s design will be the limiting factor; it’s the movement inside, the Sistem51. While it’s a reliable, fully automated movement, it can’t be repaired or maintained.

Tom Chng (Singapore Watch Club)

I have a Royal Oak pocket watch from 1979 – the very first model that inspired this design. It was a limited edition, and I truly value and love wearing it.

I’m excited that the Royal Pop will let more people enjoy the unique appeal of the original design, and maybe even spark an interest in how mechanical objects – and traditional watches – are made.

Bhanu Chopra, Watch Journalist

The reaction from current Royal Oak owners will likely be more about feelings than actual financial impact. Dedicated collectors, particularly those who value the Royal Oak’s classic design and prestige, might find this collaboration surprisingly lighthearted, even disrespectful. Some will see it as compromising the brand’s integrity, while others will view it as a sign of confidence, showing Audemars Piguet doesn’t take itself too seriously.

I’m not an Audemars Piguet owner myself, but I’ve talked to a lot of collectors who are, and they don’t think the Royal Pop will hurt the classic Royal Oak’s reputation. Actually, they believe it shows just how strong and popular the Royal Oak brand has become overall – it’s a sign of its continued success, not a threat!

Helbert Tsang (The Horology Club)

There’s been some concern that the Royal Pop might dilute the Audemars Piguet brand. However, as a Royal Oak owner myself, I believe it could actually introduce AP and the Royal Oak to a wider audience, ultimately increasing their popularity. The Royal Oak and Royal Pop are distinct products, similar to how the Speedmaster and MoonSwatch differ. And, in my opinion, the MoonSwatch hasn’t diminished the appeal of the Speedmaster. I suspect most Royal Oak owners would appreciate the Royal Pop and would likely want to own one too.

Oliver Tong, Co-Founder of Horoverse

The owner of the Royal Oak isn’t concerned about the pocket watch design itself, but rather how easily it can be converted into a wristwatch. While the pocket watch style doesn’t damage the brand’s reputation and the idea is acceptable, the ability to easily add a bracelet is problematic. This is because it allows people to obtain a Royal Oak-like watch for a fraction of the original cost. The focus is on the pocket watch concept, but the design makes it too easy to modify.

Françoise-Marie Santucci, Watch Journalist

I don’t have an Audemars Piguet watch, but I’ve seen some French collectors online who are really upset about this new collaboration. They worry it damages the brand’s reputation. Personally, I disagree with their reaction. This collaboration actually introduces Audemars Piguet to a much wider, modern audience – more successfully than just being mentioned in songs. That kind of exposure is incredibly valuable and will be the collaboration’s biggest achievement in the long run.

Tom Chng (Singapore Watch Club)

I definitely think so. If you ignore those who buy things just to resell them for a profit, I believe this product will be good for the industry in the long run.

Today’s younger generation is used to seeing smartwatches everywhere. For many, the Royal Pop might be their very first experience with traditional timepieces – it’s amusing and heartwarming to think about, especially when you consider our grandparents grew up with pocket watches. It’s almost like history is repeating itself.

Bhanu Chopra, Watch Journalist

This campaign will likely appeal to younger audiences, but probably won’t be a widespread hit as the brands hope. It’s visually striking, easy to understand, and perfect for social media, which could generate interest and a sense of wanting to be part of the trend. Younger collectors often prefer items that are playful, acknowledge themselves, and don’t rely on traditional luxury signals – and this product definitely fits that style. However, a simple plastic item alone probably won’t create a long-term passion for mechanical watches. It might be better at starting conversations than building a dedicated collector base.

Helbert Tsang (The Horology Club)

I really believe it will be successful, and the long lines we’ve seen at Swatch stores globally, along with all the buzz around the Royal Pop, suggest the same. Many feel that younger people appreciate traditional mechanical watches because they’ve grown up surrounded by digital technology, and nothing embodies that tradition quite like a pocket watch. This offers a more accessible entry point to the world of Audemars Piguet, while still allowing the Royal Oak to remain a dream watch for many.

Oliver Tong, Co-Founder of Horoverse

I doubt this collaboration will attract many new, younger people to the world of watches. While Audemars Piguet is a famous brand, simply being well-known doesn’t turn people into collectors. Many buyers are likely still drawn to the design and prestige rather than a genuine interest in watchmaking itself. Compared to brands like Omega and Blancpain, this feels more like a fashion statement with a mechanical movement, rather than a true entry point into the hobby.

Françoise-Marie Santucci, Watch Journalist

It’s no surprise this is getting attention – the media and social media are full of it, and I see it with my friends’ kids, who are really curious. I think part of the appeal is that it doesn’t feel like a traditional watch, even though some people are still getting used to the new format. Of course, there are always people looking to profit, seeing watches as a valuable investment. But what’s really exciting is that this promotion is likely to inspire a new generation to become interested in watchmaking, and that’s fantastic.

Tom Chng (Singapore Watch Club)

I’d like to display my Royal Pop watch next to my original Royal Oak pocket watch to illustrate how the design evolved. It would also be great to use both watches to spark my nieces’ and nephews’ interest in how mechanical watches are made, making it a fun and easy introduction for them.

Bhanu Chopra, Watch Journalist

Honestly, I think this is less about being the ‘next big thing’ and more of a cool idea. It’s kind of weird – a plastic watch that looks like a classic sports watch – but in a fun way. Once all the buzz dies down, I’m definitely planning on grabbing one to keep on my desk as a little clock. But you won’t see me spending extra money on a fancy strap to try and make it look like a ‘real’ wristwatch. That just feels like missing the point!

Helbert Tsang (The Horology Club)

I’d definitely buy one if I could find it. I especially like the Ocho Negro and Lan Ba models. I’d also probably get a stand so I could use it as a fun desk clock and brighten up my workday.

Oliver Tong, Co-Founder of Horoverse

I really like the idea behind the Royal Pop watch. It’s unique, stylish, and has a lot of character, especially since it’s based on a classic pocket watch design. Would I buy one right now? Probably not. The whole MoonSwatch launch was a bit of a mess – people camped out for days, and then the resale prices were crazy, only to eventually drop to retail price months later. Still, as the first official collaboration between Swatch and Audemars Piguet, it’s definitely collectible, so I might consider getting one down the line.

Françoise-Marie Santucci, Watch Journalist

I first learned about the eight new Swatch models from press releases, as journalists weren’t given the chance to examine the watches themselves. I was immediately interested and decided I wanted to buy one. I went to the Swatch store in Deauville, one of only seventeen authorized retailers in France, on Saturday morning. Unfortunately, a large group of people hoping to resell the watches had come from Paris, and the store didn’t even open. I’ve lost some of my initial excitement, and haven’t been able to see the watches in person yet. I think it will take some time before real watch enthusiasts – including myself – regain their interest.