Audemars Piguet reports record sales after collaboration with Swatch — CNBC
Swiss luxury watchmaker Audemars Piguet has reported record sales and growing interest in the brand following the launch of its Royal Pop collaboration with Swatch. As CNBC reports, the companies introduced colorful cord watches priced at $400 each in May.
Audemars Piguet CEO Ilaria Resta said that following the launch of Royal Pop, the company recorded record results every month. According to her, the launch generated more than 20 billion mentions and discussions on social media, while the brand's website crashed due to an influx of visitors. Resta also said that the collection attracted the interest of longtime Audemars Piguet collectors.
Bet on a younger audience
The collaboration sparked debate in the luxury industry, as Audemars Piguet Royal Oak models typically cost from $30,000, while the most complex versions sell for more than $200,000. According to Morgan Stanley, the company produces about 53,000 watches per year, while Rolex manufactures more than 1 million.
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Resta described the company's strategy as “radical openness.” Audemars Piguet is also launching temporary AP Labs spaces, where visitors are shown watch mechanisms, the work of master watchmakers, and the principles of watch complications. Watches are not sold in these spaces: they are created to promote watchmaking and attract future specialists.
Market and tariffs
According to Resta, Audemars Piguet's organic sales grew by 10% in 2025, mainly due to more complicated and more expensive models. The company does not disclose revenue and profit data because it is a private family-owned company. Audemars Piguet directs all funds it receives from the Royal Pop collaboration to an initiative for training and preparing watchmakers.
The Swiss watch industry is meanwhile facing declining exports and rising costs. According to the Federation of the Swiss Watch Industry, Swiss watch exports to the United States fell by 19% in August, although they grew by 9% worldwide. Resta said Audemars Piguet would not pass the costs of U.S. tariffs on to buyers, but would only raise prices slightly, partly offsetting higher material costs.
