Audemars Piguet x Swatch frenzy hits UAE as prices soar to Dhs25,000
The highly anticipated Audemars Piguet x Swatch “Royal Pop” collection is now available online in the UAE after launch cancellations in Dubai
19 May, 2026
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The highly anticipated Audemars Piguet x Swatch “Royal Pop” collection is now officially available to purchase online in the UAE, days after launch events at Dubai Mall and Mall of the Emirates were abruptly cancelled due to safety concerns.
The colourful collaboration between Audemars Piguet and Swatch has quickly become one of the year’s most talked-about luxury releases, sparking long queues, resale speculation and social media frenzy across multiple global cities.
In the UAE, the watches are currently available via local e-commerce platforms, including Noon Minutes, allowing buyers to receive the product within minutes. However, demand has pushed prices sharply higher in the resale market.

While the official retail price of the collection is estimated to range between roughly Dhs1,100 and Dhs1,850 ($300 to $500), some UAE-based resellers are already listing the watches online for between Dhs19,999 and Dhs25,000, according to reports. On Noon Minutes, the watches are selling for Dhs12,500.
The launch of the eight rainbow-themed pocket watches was originally scheduled for May 16 at Swatch stores in Dubai Mall and Mall of the Emirates. However, the release was cancelled shortly before the launch, frustrating thousands of fans who had queued overnight in some cases.
“In view of public safety considerations, we have decided not to proceed with the sale of the product at Dubai Mall and Mall of the Emirates, and the event has been cancelled,” a social media notice from the brand stated.
Dubai was not alone in experiencing disruptions. Similar launch cancellations and crowd-control issues were also reported in cities including Mumbai, Delhi and several locations across the UK, highlighting the scale of global demand for the release.
The “Royal Pop” collection merges the iconic Royal Oak aesthetic from Audemars Piguet with Swatch’s modular POP watch concept from the 1980s, resulting in a collection of retro-inspired pocket watches available in eight colourways.
Each model features Swatch’s Swiss-made hand-wound SISTEM51 movement and comes in either Lépine or Savonnette styles. Buyers can also customise the watches with interchangeable lanyards sold separately for Dhs190 each.
Among the colour options currently circulating online are Green Eight, Blaue Acht, Otto Rosso, Oranji Hachi and Ocho Negro.
The surge in resale prices reflects the growing influence of hype culture within luxury and streetwear markets, where scarcity, celebrity endorsements and viral social media attention can rapidly elevate relatively accessible products into high-demand collector’s items.
The phenomenon mirrors the success of previous Swatch collaborations, particularly the Omega x Swatch MoonSwatch launch, which also triggered global queues and inflated secondary market pricing. However, analysts and collectors suggest the Audemars Piguet partnership has generated even stronger interest due to the cult-like status of the Royal Oak within watch collecting circles.
For now, the AP x Swatch “Royal Pop” occupies a unique position in the luxury market: officially an accessible timepiece, but unofficially a high-priced status symbol commanding premiums more commonly associated with traditional high-end Swiss watches.





















