Enthusiasm, scepticism from collectors, and sharp strategic analysis from industry observers — the reaction for Audemars Piguet x Swatch is remarkably nuanced.
Swatch has begun teasing a new release for May 16, with cryptic “X Swatch” messaging, pop-art visuals, and speculation pointing in several directions — including, perhaps optimistically, Audemars Piguet.
Audemars Piguet introduces the Atelier des Établisseurs, drawing on the historical établissage system to present three highly artisanal creations— Galets, Nomade, and Peacock— each uniting traditional crafts like engraving, enameling, and hand-skeletonization with modern calibers.
