Audemars Piguet’s Swatch Collab Shatters Crypto Bros’ Status Symbol Dreams

For years, Audemars Piguet (AP) timepieces were seen as the ultimate status symbol among crypto investors and influencers. But over the weekend, the luxury Swiss watchmaker announced a collaboration with Swatch, an entry-level brand, shattering the exclusivity that defined AP’s appeal.

The partnership, dubbed the “Royal Pop” collab, has drawn sharp criticism from AP owners and crypto enthusiasts alike. Two watch resellers told Protos that complaints from AP collectors are “raining in.”

The AP Royal Oak, which inspired the Swatch design, has long been a symbol of wealth, with models like the 15202ST reselling for six-figure sums. Yet, the collaboration—described by both companies as a “disruptive collaboration that fuses joyful boldness”—has been widely interpreted as a rug pull in crypto terms.

Crypto Twitter Reacts with Mockery

Social media users quickly framed the collab as a status-leveling moment. One commentator quipped:

“Imagine owning a Royal Oak and a dude in a Swatch comes up to you like hey man nice watch I got one too 10/10 for crypto influencers all over again lmao.”

Another added:

“The crypto bros can finally get their AP. Even the ones who roundtripped their entire port or are down 96.69%. Shoutout to Swatch.”

An NFT veteran with over 277,000 followers joked:

“Can’t wait to buy my black royal oak x swatch so I can act like a cool kid at my next crypto event.”

AP’s Collab Drops on May 16—In Plastic for $500

The AP x Swatch “Royal Pop” collection launches on Saturday, May 16, priced at around $500 and made of plastic. The move has left high-end watch collectors reeling, as AP’s secondary market performance already lagged behind peers like Patek Philippe and Rolex this year.

AP’s Fall from Grace Mirrors Crypto Market

AP’s watches, particularly the Royal Oak 15202ST Jumbo, saw explosive growth during the 2019–2022 crypto bull market. Dealer data shows:

• 2016 average resale price: $21,800
• 2021 average resale price: $69,000
• 2022 peak: $106,000

This surge mirrored the crypto market’s rise, peaking in November 2021 before crashing by two-thirds within a year. Even before the Swatch collab, AP’s resale values had dropped to roughly one-third of their 2022 peak.

According to data from SwissWatchExpo and Le Watch Buyers (cited by Borro), AP resales rose just 3.4% this year, compared to 16% for Patek Philippe and 8% for Rolex.