Audemars Piguet and Swatch register new watch trademark in Switzerland

The figurative trademark “AUDEMARS PIGUET X swatch” was officially registered on May 12, 2026 under trademark number 848504. The application was filed by Swatch Group and Audemars Piguet.

The registration covers watches, chronographs, wristwatches and various watchmaking accessories under Nice Classification class 14.

Only days later, the new AP x Swatch “Royal Pop” collection officially launched and quickly attracted strong international attention. Reports of long queues outside selected Swatch stores also emerged in Switzerland.

The collection combines the iconic Royal Oak design language of Audemars Piguet with Swatch’s modular POP concept originally introduced in the 1980s. Eight different models were unveiled as part of the launch.

Trademark filing appeared before public launch
The newly registered trademark “AUDEMARS PIGUET X swatch” became publicly visible shortly after publication in the Swiss trademark register.

Trademark registrations are increasingly viewed as early indicators of upcoming products, collaborations and branding strategies involving major international companies.

In Switzerland’s watch industry in particular, new trademark filings are closely monitored by retailers, collectors, journalists and market observers.

Swiss register data gains strategic importance
Platforms such as help.swiss and specialized services like markenmeldungen.ch make Swiss trademark and company register data publicly accessible almost in real time.

As a result, new business developments, partnerships and brand strategies often become digitally visible much earlier than through traditional media coverage or official announcements.

Public register data is therefore increasingly evolving from administrative information into an important source of economic intelligence and market observation.

Source: Swatch / Swissreg / Swiss Federal Institute of Intellectual Property (IPI)

Editor's note: Image rights belong to the respective publisher. Image rights: HELP Media AG / Photographer: Andy Rauch