Audemars Piguet's collaboration with Swatch to create the Royal Pop, a series of eight colorful pocket watches, has sparked division among watch enthusiasts. The collaboration has been labeled with nicknames like 'Royal Flop' and 'Royal Joke' by critics who fear it could tarnish the Swiss brand's prestigious reputation.
Critics Voice Concerns
Collector Hannah Luo, known as @crazykirbyh on Instagram, predicts the collaboration will be a passing trend. 'This collaboration is going to be a fad,' says Luo. 'When the general public is sick of this fad, and the plastic Royal Pop is no longer Royal, it turns into Royal Poop.'
Kevin O'Dell, a candid dealer, questions whether a successful businessman would want a watch associated with a plastic novelty. 'Is a successful businessman who has $50,000 to $150,000 to spend on a high-end luxury watch really going to want to own a watch that bears the same name as a plastic novelty piece?' asks O'Dell.
Others, like Austin Rogers, express concerns over the watch's disposability. 'Watches are an island in a sea of manufactured obsolescence, so a plastic—sorry, Bioceramic—Royal Oak that can’t be serviced feels off,' says Rogers.
Supporters See Potential
Proponents of the Royal Pop argue it could attract new collectors to the brand. Albert Coombs, cofounder of Official CP Time, believes the collaboration brings renewed interest to Audemars Piguet. 'Collaborations like this don’t make me less interested in the brand,' says Coombs. 'They actually remind people why AP has remained such an important part of modern watch culture.'
Juan Diego Lavalle from Very Special sees the collaboration as a positive force for vintage models, which recently faced weak auction turnouts. The collaboration is expected to 'prop up the Royal Oak,' says Lavalle.
Broader Implications
Some see the Royal Pop as a strategy to appeal to women, with Ilaria Resta, AP's CEO, noting the brand is underdeveloped with female clients. The watch's versatility and brighter colors might attract more women to the AP universe.
Despite the controversy, the Royal Pop has created a significant cultural moment for watches. It mirrors the impact of the MoonSwatch collaboration, potentially inspiring a new generation of collectors.
Source: https://www.gq.com/story/audemars-piguet-swatch-best-or-worst-idea
