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Swatch and Audemars Piguet pocket watches spark global crowd surge
Royal Pop sells for about $400 each and drew 11 billion social media views within two days of its May 16 launch.
Swatch and Audemars Piguet unveiled a collaborative line of eight pocket watches called Royal Pop on May 16, aiming to bring mechanical watchmaking to a broader, younger audience, according to Commercial Observer. The watches include vibrant designs and a window into the inner workings, with pricing described as around $400 each on the AP website.
Commercial Observer reports the launch quickly overwhelmed Swatch stores worldwide, including scenes in Paris where police used tear gas to contain crowds and reports of fistfights in Italy. Fans lined up overnight across markets ranging from New York to Singapore, as retailers and brands leaned into high-profile partnerships to attract younger consumers.
The outlet also said Royal Pop generated 11 billion views across social media feeds within two days after the product launch. It added that luxury brands are increasingly using downmarket collaborations to reach consumers beyond their core buyers, aided by improved access to targeting data through online and social platforms.
Commercial Observer noted the strategy shift amid challenges for parts of the luxury sector, while luxury experiences such as hospitality, cruises, travel, and fine dining grew by 3 percent, signaling demand moving toward experiential offerings. Andrew Goldberg of CBRE was cited saying brands can use social media to see who is trending and who follows them, as companies look to keep growing.