Paris, May 16, 2026 – A new watch model has ignited a frenzy in Paris, with hundreds of enthusiasts and resellers queuing overnight on the Champs-Élysées and other key locations for the release of the Swatch x Audemars Piguet ‘Royal Pop’ watch. The highly anticipated collaboration between the two Swiss watchmakers went on sale on Saturday, May 16, 2026, leading to long lines and some tensions across the city.
The ‘Royal Pop’ Watch: A Coveted Collaboration
The ‘Royal Pop’ watch, a collaboration between the accessible Swatch brand and the high-end Audemars Piguet, features a small dial attached to a cord and is available in eight different colors, priced between 385 and 400 euros. The limited stock and the prestige associated with Audemars Piguet are cited as the main drivers behind the immense demand.
Queues formed not only on the iconic Champs-Élysées but also in the 6th arrondissement, where some tensions arose outside a Swatch store. Police had to intervene to secure the area and restrict vehicle access. Jean-Pierre Lecoq (LR), the mayor of the arrondissement, strongly condemned Swatch’s
