06/10/2026
The first half of 2026 was marked by one of the watch industry's most high-profile launches: the Royal Pop, the fruit of a collaboration between Audemars Piguet and Swatch.
From the frenzy of crowds and legal strategies aimed at protecting the design to mass-market communication, this collaboration sparked a flood of reactions. Hailed as a stroke of genius by some and deemed inappropriate by others, it ignited a deeper debate regarding the concept of exclusivity in the luxury sector.
Two months post-launch, however, the initial excitement is making way for a more substantive analysis.
By Audrey Humbert 🖋️🖋️🖋️
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