Trung Phan(@TrungTPhan):The Audamers Piguet x Swatch collab seems to be about appealing to women’s market. Less than 20% of AP’s annual $3B sales are to women. AP’s CEO even said Royal Pop is perfect as a “bag charm” (eg Labubu). I wrote on why the strategy makes sense:

Trung Phan

@TrungTPhan

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Trung Phan@TrungTPhan

2026.05.17 14:55

The Audamers Piguet x Swatch collab seems to be about appealing to women’s market. Less than 20% of AP’s annual $3B sales are to women. AP’s CEO even said Royal Pop is perfect as a “bag charm” (eg Labubu). I wrote on why the strategy makes sense: