![[Swatch x Audemars Piguet] The Royal Pop launch in Lucerne was absolute madness](https://preview.redd.it/4k7hj1shdg1h1.jpeg?auto=webp&s=6074e632fa24d8b27c9e1ab8c7a5e07bdb5b8bc1)
[Swatch x Audemars Piguet] The Royal Pop launch in Lucerne was absolute madness
This morning in Lucerne, the Royal Pop hype was unreal.
We were at the Swatch store with Helvetus, giving away free watch cases to people waiting in line for the new Swatch x Audemars Piguet release. I attached a photo from the morning where you can see our box of watch cases in front of the store, with the queue behind it.
At 4 a.m., there were already around 160 people waiting. By 8 a.m., when we started giving out the cases, the queue had grown to around 400 people.
Honestly, it was crazy to see in person. Whether you love the watch, hate it, or think the hype is too much, moments like this definitely bring the watch community together. Collectors, enthusiasts, curious people, resellers, and first-time buyers were all standing there talking watches and enjoying the moment.
Congratulations to everyone who managed to get one. It is definitely one of the most talked-about releases of the year already.
For us at Helvetus, it was also great to meet so many collectors and people from the watch community in real life. We are already working on a case adapter and strap solution for the Royal Pop, so people can actually wear it on the wrist properly once more watches become available over the next weeks.
What do you think about the Royal Pop? Crazy hype, fun release, or too much?