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A normal Audemars Piguet watch costs around $30,000 and has a years-long waitlist. Swatch is about to sell a $400 version of it on May 16, walk-in only. The last time Swatch did this, with Omega in 2022, it sold over a million units in its first year. The MoonSwatch retailed for $260 and used plastic instead of steel, but kept the look of Omega's $8,000 Speedmaster. Morgan Stanley estimated it drove close to 20% of Swatch Group's entire 2022 profit. Nine months after launch, lines outside Swatch stores still formed every morning. Audemars Piguet makes only 53,000 watches a year. The Royal Oak alone accounts for 88% of their roughly $2.9 billion in 2025 revenue, putting AP third among Swiss watch brands behind only Rolex and Cartier. Steel Royal Oaks retail from $20,000 to $40,000 and trade for $45,000 to $100,000 on the resale market. The waitlist for new buyers at AP boutiques runs twelve to twenty-four months. Two things make this collab different. First, Audemars Piguet doesn't share a parent company with Swatch the way Omega and Blancpain do. With those earlier partners, all the profit stayed inside one corporate family. With AP, real money flows to an outside company for every unit sold. Second, Swatch needs this. Their profit per dollar of sales went from 15 cents in 2023 to under 5 cents in 2024, a 75% drop from $1.3 billion to $335 million. China was the main reason. If the $300-$500 Royal Pop sells anywhere near MoonSwatch numbers in year one, the volume works out to around twenty times AP's entire annual production, at less than 1% of what AP usually charges. AP's high-end watches stay rare and expensive. Swatch gets the hit it needs.

“The game doesn’t end when you lose a piece, the game ends when the king falls”

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A lot of people don’t understand this scene…

Muzi Sikhakhane talking about olives and Chardonnay

South Africa isn’t perfect, but it terrifies racists because it proves coexistence doesn’t need domination.

Happy 2026 to you and yours. 🎉🎉

Why are black people so obsessed about people's downfall

RT @TheRocSupremacy: “If we create a $1 billion dollar company, you create a $7 billion dollar company.” JAY-Z talks about the “roadmap”th…

Ah man Penual you just reminded me of this clip. A lot is going on 😢💔

RT @soulaaangel: !!!!!!!!

Eat less, most food is poison.

A message from a black brother to a black brother. I was also broken when i saw Julius Malema joining forces with white people to fight another black. Whites are laughing at us when we fight each other. They don't even trust the ones they bought to fight their fellow black.

THIS:

Privilege, when parents have the resources to nurture their child’s gifts and interests, propelling them to succeed.

"Nobody is going to be blind to your race because they share your religion."