Audemars Piguet Sales Grew Following Royal Pop Launch
The watchmaker saw increased growth in 2025 as it pivoted toward accessible models to attract a younger audience.
Updated on Sept. 26, 2026 in Economic Indicators
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Audemars Piguet recorded 10% organic sales growth in 2025 following a push into more accessible timepiece collaborations. The launch of the $400 Royal Pop line in May 2026 further expanded the brand's reach amid a broader slump in Swiss watch exports.
Why it matters
The company is attempting to bridge the gap between luxury collectors and younger consumers while addressing a critical industry shortage of skilled watchmakers. Proceeds from the collaboration are being directed toward training programs to secure the future of the craft.
Audemars Piguet produces 53,000 watches annually, with its flagship Royal Oak models starting at $30,000. While the brand grew 10% in 2025, Swiss watch exports to the U.S. fell 19% in August 2026 amid a 12.5% tariff rate on Swiss goods.
The players
Audemars Piguet
A luxury watch manufacturer that produces 53,000 timepieces annually and creates high-end mechanical goods.
Swatch
A watch company known for mass-market, affordable timepieces that partnered with Audemars Piguet for the Royal Pop line.
The details
By collaborating with Swatch, Audemars Piguet shifted from its traditional high-end luxury position to a $400 price point to capture a wider market. This strategy is coupled with the rollout of AP Labs, which offer educational experiences on mechanical watchmaking. The initiative aims to solve a supply-side constraint in the industry, as a lack of skilled labor threatens the long-term production capacity of the $50 billion Swiss watch sector.
Timeline
2011 marked the year global Swiss watch exports began to fall.
2025 saw Audemars Piguet record 10% organic sales growth.
May 2026 was when the Royal Pop collaboration with Swatch launched.
August 2026 recorded a 19% decline in Swiss watch exports to the U.S.
Money Landscape
The Swiss watch industry is currently characterized by a 76% share of profits held by the top four brands. Audemars Piguet's recent strategy reflects an effort to diversify revenue as export markets face headwinds from trade policy.
Consumers looking to enter the mechanical watch market may find more accessible options through brand collaborations, though luxury-tier purchases remain subject to significant price premiums. Prospective buyers should monitor how current 12.5% tariff rates on Swiss imports affect the final retail costs of luxury items.
The takeaway
Audemars Piguet is focusing on brand longevity by investing in the next generation of craftspeople through watchmaker training initiatives. Readers should monitor regional trade policies that could impact the cost and availability of imported luxury goods.
Further reading
For more insight into market shifts, visit our Economic Indicators section.
Source note: This article includes information reported by CNBC.
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