15/05/2026
Context: Swatch’s playbook for accessible reinterpretations
The collaboration between Swatch and Audemars Piguet, referred to as the “Royal Pop” collection, builds on Swatch’s recent history of high-profile partnerships. In 2022, Swatch worked with Omega to create the MoonSwatch, an affordable interpretation of the iconic Speedmaster that attracted significant public attention. Swatch later introduced a similar concept with Blancpain’s Fifty Fathoms. These successful projects demonstrate interpretation of classic design in a new collaboration, whilst keeping its core identity intact.
Why this partnership is different
Royal Pop differs in a key respect: Audemars Piguet is not part of the Swatch Group. Previous collaborations remained within a single corporate structure, involving brands including Omega, Blancpain, Breguet, and Hamilton. By contrast, this partnership brings together two independent companies. That distinction increases the importance of careful intellectual property governance, licensing agreements, and contractual clarity. We imagine that such agreements will clearly define intellectual property usage and control, to protect each identity.
Controlling use and avoiding confusion
The new collaboration will merge Audemars Piguet’s iconic Royal Oak design features with Swatch’s vibrant POP line. The Royal Oak’s case geometry and overall visual identity are central to Audemars Piguet’s DNA. Although any original design protection in the 1972 Royal Oak will have expired, there may be new elements in this collaboration. Further, the parties have been busy establishing trade mark protection for this new project.
The Royal Pop collection will be available to consumers from May 16 2026, but it’s interesting to see that Swatch AG’s earliest trade mark registration for the mark ROYAL POP dates back to 2024. They currently have related registered trade mark protection in over 60 territories.
Market attention around limited collaborations often prompts advance planning on how the products can be bought. Here, we are told that pieces from the ROYAL POP collaboration will only be sold by Swatch in-store. There will be no online sales, and customers will be limited to one watch, per person, per day, per Swatch store. This could well lead to counterfeits and dupes, never mind the fashion of wearing a pocket watch leading to many “inspired by” ideas.
The existence of an extensive collection of registered intellectual property rights will provide the basis of actions against unauthorised third parties seeking to benefit from the excitement surrounding the collection’s launch.
At Reddie & Grose LLP, our team of attorneys has extensive experience advising on brand collaborations and the strategic use of intellectual property. We also assist with wider patent, trade mark, and design matters. If you would like to discuss your own IP considerations or explore how to make the most of your brand assets, please feel free to get in touch.
This content is for general information only. Its content is not a statement of the law on any subject and does not constitute advice. Please contact Reddie & Grose LLP for advice before taking any action in reliance on it.
