Swatch Advises Against Store Rush for AP 'Royal Pop' Watches

May 16, 2026

66 min

May 16, 2026 19:30

Swatch tells fans not to rush stores amid frenzy for AP ‘Royal Pop’ collaboration

## Global Demand for Swatch x Audemars Piguet

Swatch has advised fans of its new collaboration with Audemars Piguet, the "Royal Pop Collection," to avoid rushing to stores. The announcement comes after the collection's launch on May 16, which led to long queues at select locations worldwide.

## Safety Concerns Prompt Caution

The company emphasized that customer and staff safety is a priority. Due to the overwhelming demand, Swatch has asked customers not to gather in large numbers at their stores. In Dubai, launches were canceled at The Dubai Mall and Mall Of The Emirates due to safety concerns.

## Availability Assured

Swatch reassured buyers that the collection will be available for several months, reducing the need for immediate purchases. However, in some regions, restrictions on queue sizes may be enforced, and sales could be paused if crowd management becomes challenging.

## Trend of Luxury Collaborations

This collaboration continues the trend of luxury watchmakers partnering with lifestyle brands to appeal to younger audiences. Previous Swatch collaborations with Omega and Blancpain also saw high demand and chaotic scenes.

## Inspiration from Royal Oak

The "Royal Pop Collection" draws inspiration from Audemars Piguet's iconic Royal Oak watches, blending bold aesthetics with Swatch's playful design approach. The collaboration has quickly become a hot topic among watch enthusiasts and fashion fans.

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