Swiss watchmaking is dead. The Royal Pop collaboration with its garish aesthetics marks the end of high-end horology's dignity.

Some argue this collaboration could be seen as innovative, breaking barriers between high-end and mass-market watches. By introducing a playful twist, Audemars Piguet might attract younger generations who previously saw luxury timepieces as outdated or too formal. Ultimately though, the question remains: at what cost?

The risk is that this move alienates long-time collectors while failing to fully capture new audiences.

In five years’ time, we might see other luxury brands follow suit or stick to tradition. The real question is whether this move was a necessary evolution for Audemars Piguet’s survival in an increasingly digital age where wristwatches face stiff competition from smartphones and smartwatch technology. Will it pay off? Or will they be remembered as the brand that sacrificed its soul?

The tribalism around luxury watches is likely to split sharply over this move. Hardcore collectors might boycott or switch allegiances, while younger consumers could embrace these bold steps with open arms.