Luxury watchmakers Audemars Piguet and Swatch have done the unthinkable: unveiling a new, affordable collaboration aimed at younger buyers, with prices ranging from $400 to, of course, $420.

Called the "Royal Pop," the affordable handheld watch inspired by pop art is clearly a mass-market move aimed at stimulating the Swiss watch market after muted activity over the last few years, following the massive run-up fueled by cheap money during the pandemic.

Keep in mind that the average Audemars Piguet watch is priced at about $36,000 on the secondary market, according to WatchCharts. Its flagship Royal Oak line averages closer to $48,000.

So why collaborate with Audemars Piguet and Swatch?

As CEO, Ilaria Resta noted, "For the joy and boldness it represents because audacity is often the starting point of innovation and new ideas. And because it invites a broader audience, including younger generations, to experience mechanical watchmaking differently."

Translation: Younger consumers, who will increasingly dominate the labor market in the years ahead, are much poorer than previous generations. If these Swiss watch giants want to stay in business into the 2030s, they must cater to younger buyers.

It appears to be working, with crowds lining up at stores across the West:

Related:

A bold bet by Swiss watchmakers that may actually pay off. Are pocket watches back?

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