Audemars Piguet CEO Ilaria Resta stated that the company's sales and brand engagement have reached record highs following its Royal Pop collaboration with Swatch earlier this year. The $400 timepieces, launched in May, generated over 20 billion social media mentions and conversations, attracting millions of young consumers to mechanical watches. Resta noted that every month since the launch has been a record month, with website crashes and non-stop boutique visits. The success has become a case study for the struggling $50 billion Swiss watch industry. Audemars Piguet recorded 10% organic sales growth in 2025, with 2026 expected to surpass that record, despite facing U.S. tariffs of up to 12.5% on Swiss goods and rising material costs.