Long queues in Oslo as Swatch and Audemars Piguet launch pocket watch collection

Dozens of watch enthusiasts have gathered outside the Swatch store on Oslo’s Karl Johans gate, with some camping overnight ahead of Saturday’s launch of a new pocket watch collection, Dagbladet reports.

The collaboration between Swatch and luxury brand Audemars Piguet has drawn significant interest, according to Jon Henrik Haraldsen, one of Norway’s leading watch experts. “This is a small collection of pocket watches inspired by Swatch’s Pop model and Audemars Piguet’s Royal Oak,” he told the newspaper.

Among those waiting is Shaun Timcke, who traveled from Riga to secure one of the new models. “I arrived from Riga this morning and joined the queue at 10 AM,” he said. Timcke, who had planned his trip as soon as the launch was announced, was unfazed by the pocket watch format. “I might modify it into a wristwatch later with third-party help,” he added.

The watches, priced between 4,600 and 4,900 Norwegian kroner (approx. €400–€430), will be sold exclusively at Swatch’s Oslo store. Haraldsen noted that while the launch has generated excitement—comparable to the 2022 “MoonSwatch” release—this collection is not a limited edition. “These will remain in production for a long time,” he clarified.

However, the collaboration has divided watch enthusiasts. Some argue it dilutes Audemars Piguet’s prestige, with Haraldsen comparing it to “Bentley teaming up with Škoda.” Others, like Timcke, are focused on acquiring the watches, whether for personal use or resale. “If I get more than one, I’ll keep one. If just one, I’ll decide later,” he said.

Haraldsen acknowledged the resale market but criticized speculative buying. “It ruins the experience for genuine collectors,” he said. Despite the hype, he expects the launch to be less chaotic than in 2022, when some camped for days to resell the MoonSwatch at inflated prices.