Should Haute Horlogerie Collide With Pop Culture? Audemars Piguet Seems To Think So

BusinessRetailShould Haute Horlogerie Collide With Pop Culture? Audemars Piguet Seems To Think SoByClara Ludmir,Contributor.Forbes contributors publish independent expert analyses and insights. Clara covers consumer brands shaping tomorrow's retail landscape.Follow AuthorMay 15, 2026, 09:36am EDTMay 15, 2026, 09:38am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Audemars Piguet and Swatch are launching the "Royal Pop" pocket watch on May 16th. SwatchOn May 16th, Swatch will unveil its Royal Pop collection, in a highly unexpected and rather surprising collaboration with luxury watchmaker Audemars Piguet. When haute horlogerie and pop culture collide, the result seems to be a colorful range of eight pocket watches. The Bioceramic Royal Pop collection will be available across a selection of Swatch stores globally, with prices ranging between €385-€400 ($400-$420).While the collaboration might feel like a cataclysm in the watch industry, the product type itself also comes as a surprise. Watch amateurs and professionals around the world expected a wristwatch. Instead, the pocket watch reveal caught almost everyone off guard, and might disappoint many enthusiasts.Yes, the versatility of the concept aligns with the overall spirit of the campaign. “A completely new way to wear time” is the official launch language. CEO Ilaria Resta said on the brand’s website that it “embodies audacity and a zest for life.” But while the messaging attempts to elevate the product into something innovative and disruptive, it might somewhat fall flat and feel too much like a gadget, which could dilute Audemars Piguet’s well-guarded reputation. The collaboration also reflects a growing tendency among luxury houses to open their doors through unexpected partnerships with broader culture in order to reach younger audiences. But does Audemars Piguet really need cultural expansion?Its former CEO, François-Hen...