The New Audemars Piguet Swatch Watch Isn’t What Rappers Expected

The official unveiling of the Audemars Piguet and Swatch Royal Pop collaboration on May 12, 2026, has revealed a product significantly different from the expectations of the hip-hop community and watch enthusiasts.

On May 12, 2026, Swatch released a trailer showcasing the collection, which consists of eight bioceramic pocket watches available in various colors. The timepieces are set at a retail price of $400.

The reveal followed a period of widespread confusion fueled by unofficial images circulating on social media. Those photos, which did not originate from either company, depicted rainbow-colored wristwatches and led many to believe the partnership would produce an accessible version of a traditional wrist-worn Audemars Piguet timepiece.

Hip-Hop Community Reactions

Several prominent figures in the rap industry, including Soulja Boy, Sexyy Red, and Sauce Walka, weighed in on the partnership in the days leading up to the official announcement.

While some observers interpreted the collaboration as a strategic effort by Audemars Piguet to offer an attainable product for the general public, others expressed strong disapproval.

DDG, a known watch collector, voiced frustration over the partnership, arguing that the collaboration could negatively impact the value of high-end, rare Audemars Piguet collections.

Regarding his frustration, DDG wrote: Only ni**as who collect watches understand my reasoning for frustration.

Market Response and Availability

Despite the discrepancy between the rumored wristwatches and the actual pocket watch release, consumer demand remains high. Reports indicate that individuals have already begun camping outside of Swatch’s retail location in New York City to secure the timepieces upon release.

The Royal Pop collection marks a distinct departure from the luxury wrist-watch standards associated with Audemars Piguet, shifting instead toward a collectible, bioceramic pocket-watch format aimed at a broader consumer base.