It’s Official: Swatch and Audemars Piguet Are Planning A Collaboration Watch

A Swatch collaboration with Audemars Piguet shouldn’t be the biggest surprise. When the MoonSwatch launched in March 2022, then-Audemars Piguet CEO François-Henry Bennahmias was among those praising the collaboration amid criticism from some quarters that the bio-ceramic timepiece would dilute the brand power of the mighty Omega Speedmaster. 

“Their collaboration is a great idea, which does not affect the integrity of Omega at all, contrary to what you may have heard. Why is that? Because it educates the younger generation about the icons of watchmaking,” Bennahmias told the Luxury Tribune in August, 2022. 

In fact, Swatch said Speedmaster sales increased in the short term following the collaboration, and Swatch sold more than a million MoonSwatches in 2022 alone, with another million the next year, helping revive the fortunes of the Swatch brand.