Audemars Piguet reports record-breaking sales and engagement following its May 2025 Royal Pop collaboration with Swatch, featuring colorful timepieces priced at $400 each. The launch generated over 20 billion mentions on social media and sparked interest in mechanical watchmaking among millions of young consumers, with even top collectors requesting their own Royal Pop. While the broader Swiss watch industry faces declining exports, down by more than half since 2011, the top four brands now account for half of all sales and 76% of profits. Audemars Piguet achieved 10% organic sales growth in 2025 and expects 2026 to exceed that record, defying broader industry trends. However, the company faces headwinds from U.S. tariffs reaching 12.5% on Swiss goods, which caused Swiss watch exports to the U.S. to fall 19% in August.
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