Swatch x Audemars Piguet 'Royal Pop' Whirlwind: Records 2.9x Demand of MoonSwatch on Chrono24

Purchase inquiries peaked at 2.9 times the volume seen during the MoonSwatch peak in March 2022, creating the highest demand in Swatch history.

Chrono24, one of the world's largest online marketplaces for luxury watches (HQ: Karlsruhe, Germany; CEO: Holger Felgner), recorded the highest demand in Swatch collaboration history within days of the launch of the Swatch x Audemars Piguet collaboration model, 'Royal Pop.' Daily purchase inquiries at the time of the Royal Pop launch reached 2.9 times the peak of the MoonSwatch in March 2022.

The Royal Pop, released on May 16, 2026, in select Swatch stores worldwide, had a suggested retail price of 385 euros (approx. 57,200 yen) for the Lépine style and 400 euros (approx. 61,600 yen) for the Savonnette style. Due to purchase restrictions, long lines formed at shops worldwide, and some stores even temporarily closed.

New Customer Demographic Entering the Market

The overwhelming majority of Royal Pop buyers on Chrono24 are new users of the platform. This pattern was identical to the MoonSwatch launch in 2022.

'What is noteworthy is the extremely high number of buyers entering the watch market for the first time. With the MoonSwatch in collaboration with Omega and now the Royal Pop with Audemars Piguet, Swatch has become a key player in this category,' says Balázs Ferenczi, Head of Brand Engagement at Chrono24.

Pricing Finding its Equilibrium

Within days of the Royal Pop launch, there were hundreds of transactions on Chrono24, with an average transaction price of 1,440 euros (approx. 270,000 yen). Half of the transactions ranged between 1,200 and 1,400 euros (approx. 220,000 to 260,000 yen), and 80% fell within the 1,100 to 1,850 euro range (approx. 200,000 to 330,000 yen). Prices range widely, from under 1,000 euros (approx. 160,000 yen) to well over 2,500 euros (approx. 460,000 yen).

'Both listing prices and actual transaction prices are still distributed across a wide range. This is common immediately after the release of highly anticipated new products. During previous collaborations, as the market converged to a stable level, prices settled into a certain range within a few weeks,' notes Ferenczi.

Most Popular Colors of Royal Pop

Among the eight Royal Pop variations, there is a significant discrepancy in demand by model. The black 'OCHO NEGRO' leads in inquiry volume, followed by the pink 'OTTO ROSSO' and the colorful 'OTG ROZ.' These three models account for the majority of inquiries and transactions on Chrono24.

Meanwhile, the model with the highest trading price is the 'HUIT BLANC,' featuring a white color with colorful screws. This model sits in the middle in terms of inquiry volume. For now, the white 'HUIT BLANC' is driving the upper price segment, while the black 'OCHO NEGRO' is dominating overall demand.

Royal Pop Sparking Demand for Other Related Models

The launch of the Swatch Royal Pop has also affected other related models. Compared to the average of the past six months, Chrono24 has confirmed clear shifts in demand for Swatch and Audemars Piguet.

- Audemars Piguet Royal Oak: +40% - MoonSwatch: +422% - Swatch x Blancpain Scuba Fifty Fathoms: +472%

Notably, the figures for the Royal Oak indicate that interest in watches in a completely different price segment has grown alongside the Royal Pop release. The collaboration has opened the door to the broader world of Audemars Piguet.