Swatch Closes Over a Dozen Stores as Audemars Piguet Pocket Watch Collab Triggers Global Chaos

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5.17.2026

Quick Facts

Swatch closed 17 U.S. stores and multiple international locations due to crowd safety concerns during the Royal Pop launch
The eight-model pocket watch collection retails for $400-$420 but resellers are asking up to $15,000 for the complete set
RBC estimates the collaboration could generate similar revenue to the MoonSwatch, which sold 2 million units worth $500 million

Swatch shuttered stores across the globe after its Audemars Piguet collaboration triggered dangerous crowds and safety concerns. The Royal Pop collection launched May 16, forcing closures from Dubai Mall to New York boutiques.

The Swiss watchmaker closed 17 U.S. stores and multiple international locations including Dubai Mall and Mall of the Emirates. Chaos erupted at Swatch stores from London to Singapore, with some incidents turning violent.

The eight-model Royal Pop collection transforms Audemars Piguet’s iconic Royal Oak design into pocket watches priced at $400 to $420. The collaboration marks the first time AP has licensed its Royal Oak silhouette to another brand.

RBC Capital Markets estimates the partnership could match the success of Swatch’s Omega collaboration. The MoonSwatch sold over 2 million units, generating $500 million in revenue during its first phase.

Resellers moved quickly to capitalize on demand. Complete collections appeared on eBay for up to $15,000, while individual pieces sold for over $1,000 on Chrono24. One buyer purchased the entire collection for more than $8,000 on StockX before the official launch.

“We are making a move that is clearly bold and brings attention and conversation about mechanical watches,” said Ilaria Resta, Audemars Piguet CEO. “We need to go over the constraints of a category that can become irrelevant.”

The announcement initially boosted Swatch shares 15%. However, stock prices dropped more than 6% after the pocket watch format disappointed some investors expecting a traditional wristwatch design.

RBC upgraded Swatch Group to Sector Perform and raised its price target to 220 from 160 Swiss francs. The firm increased its FY26 revenue estimate by 2% and EBIT by 19%.

Audemars Piguet will donate 100% of its proceeds to horology education initiatives. Regular Royal Oak watches start around $25,000, making the $400 collaboration a significant accessibility play for the luxury brand.

The partnership has divided watch collectors. Some argue the mass-market approach could dilute AP’s prestige, while others praise the strategy for reaching new audiences.