The unprecedented collaboration between Swatch and Audemars Piguet that resulted in the Royal Pop dominated the product's first news cycle, but market enthusiasm seems to have cooled off, with anecdotal evidence supported by broader search trends.


On Episode 45 of the SJX Podcast, we look back at the launch, and discuss what future collaborators might do differently to avoid the same fate.


We also look at the opposite end of the market, which in some ways is only gaining momentum, with a number of multi-million-dollar results in the spring auctions.


Show notes:


  • 00:30: Swatch x Audemars Piguet Royal Pop
  • 02:30: Google search volume
  • 05:25: F.P. Journe Chronomètre à Résonance Souscription result at Phillips
  • 10:10: F.P. Journe 'Swiss Fine Timing' edition results
  • 13:41: Christie's highlights, including Patek Philippe ref. 3448G 'Red Dot' and ref. 5959R


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