Swatch Teases an Audemars Piguet Royal Oak Collab

On May 6, 2026, Swatch’s Instagram account teased a release of an Audemars Piguet Royal Oak collab coming May 16. The words “Royal” and “Pop” appear in the unmistakeable typeface used by Audemars Piguet for their Royal Oak casebacks.

Swatch Collabs in Context

Swatch’s Omega Speedmaster-like Moonswatch–their first collaboration with an upscale watchmaker–was a smash hit when it debuted in 2022, and it has remained popular. As a chronically underrated luxury watch brand, we thought Blancpain’s following collab with Swatch in 2023 could help save them, and I would call it a success–although not as big of a sensation as the Moonswatch.

Naturally, some question if collabs like this “devalue” the the image of the luxury brand involved, but I think the market has been able to differentiate the Swatch products from the “real deal” while appreciating both.

Will the Swatch x AP Royal Oak Collab Help AP?

Well, it’s worth noting that since the Moonswatch launch, Omega has continued to slide from its #2 spot in the list of top luxury watch brands down to #5, so the Moonswatch hasn’t exactly turned things around for Omega. But it’s definitely a sales leader for Swatch.

Some watch geeks are already jokingly calling the upcoming Swatch Royal Oak the “Royal Broke,” but I doubt that will stop many people from buying one.

Is This Definitely a Swatch Royal Oak?

Well, yes, I would say it has to be. Without a doubt, it is the Royal Oak font used in the Swatch teaser. In my opinion there is no chance Swatch is straight-up lifting an Audemars Piguet typeface just to mess with us.

Is the Swatch x AP Royal Oak Collab Definitely a Wristwatch?

Well, I’m less certain that the upcoming Swatch Royal Oak Collab is a wristwatch. Swatch also teased a pendant-style strap this month, and with Hublot’s recent Daniel Arksham pendant and Irina Shayk basically wearing a Cartier Santos as a bra (among other watches at the 2026 Met Gala), it seems there’s a bit of a trend (or an attempt to make a trend) towards non-wrist watches.

Whether it’s a pendant or a wristwatch, I don’t doubt that any form of Swatch x Audemars Piguet Royal Oak will create long lines at the Swatch boutiques. It’s the first time Swatch has collaborated with a luxury brand they didn’t own, so we’ll keep you posted about what comes on May 16!