Audemars Piguet says its Royal Pop collaboration with Swatch is breaking sales records, despite luxury watch slump and tariffs

Luxury watchmaker Audemars Piguet says its sales and engagement are breaking records after its risky, eye-catching Royal Pop collaboration with Swatch earlier this year, according to the company's CEO.Audemars Piguet in May teamed up with Swatch to launch a line of brightly colored timepieces attached to lanyards and priced at $400 apiece. The Royal Pop collaboration set off a frenzy of interest on social media, with Swatch posting a request on Instagram for customers "not to rush to our stores." The furor sparked a debate in the luxury industry about whether Audemars Piguet, whose ultra-rare watches sell for more than $30,000, had cheapened the brand and debased a revered member of the "Holy Trinity" of Swiss watchmakers, which includes Patek Philippe and Vacheron Constantin.Yet Ilaria Resta, CEO of Audemars Piguet, said sales and interest in the brand have skyrocketed. The launch generated more than 20 billion mentions and conversations on social media, she said. Millions of young consumers were suddenly diving into the workings of mechanical watches and horology. Even Audemars Piguet's top collectors were calling to request their own Royal Pop."We've had a record month every mon...