AI Promised the Audemars Piguet x Swatch Wristwatch. China Will Deliver It - WIRED

AI-generated images of a fictional Audemars Piguet Royal Oak wristwatch in vivid colors took the internet by storm, setting expectations for a product that didn't exist. When Swatch and Audemars Piguet revealed their actual Royal Pop collaboration, a pocket watch, many were disappointed.

What happened

Prior to the official announcement, AI-generated images of wristwatches mirroring the iconic AP design flooded social media, fueled by ambiguous teases. This created a week-long hype cycle around a simulated product. Watch fans fantasized about owning a low-budget version of the high-end wristwatch. The actual Royal Pop collection, consisting of pocket watches, was a letdown for those who had already embraced the AI-generated fakes. Third-party strap brands are now developing adaptations to convert the pocket watch into the wristwatch that the AI concepts promised.