SINGAPORE, May 22 — A race is under way to transform the viral Audemars Piguet x Swatch Royal Pop pocket watch into a wearable wristpiece, with Singapore-based strapmaker Delugs among the frontrunners developing a custom solution.

The company is in the final stages of prototyping an integrated strap system designed for the collaboration, with sample production expected soon, co-founder Ken Kuan told The Straits Times.

Development began almost immediately after the hybrid watch was unveiled on May 12, as interest surged among collectors who were disappointed the collaboration did not offer a traditional wristwatch format.

The Royal Pop series, which launched globally on May 16, features eight designs priced at around US$535 (RM2,120) to US$570 depending on configuration, significantly lower than Audemars Piguet’s signature Royal Oak models.

Kuan said demand for a wrist-worn version was clear from the outset, arguing that watches are ultimately designed to be worn on the wrist rather than carried as accessories.

Delugs’ approach involves an integrated strap system where the band is directly connected to a custom case, eliminating the gaps typically seen with standard aftermarket straps.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Delugs (@delugs)

While several brands are also attempting similar conversions — some already taking pre-orders based on concept renders — Delugs is holding back until physical samples are finalised.

Kuan said the company’s email waiting list has already drawn around 10,000 sign-ups, despite the product not yet being released.

One of the key engineering challenges has been designing a secure case for the watch’s detachable “pop-in, pop-out” structure, which was originally intended for lanyard-style use.

Delugs, which does not usually design watch cases, has produced a 3D-printed prototype and is now preparing material testing to ensure durability, flexibility and a secure fit for daily wear.

Kuan said the team has carried out multiple rounds of testing to account for real-world movement, including impacts and wrist expansion.

The company also sourced two units of the watch at inflated resale prices after missing initial retail drops amid global launch chaos that saw long queues and store disruptions in several countries.

Swatch X Audemars Piguet Royal Pop watches are displayed in a presentation case at Mid Valley Megamall in Kuala Lumpur on May 16, 2026. — Picture by Yusof Isa

Delugs has since documented its development process online, partly to counter widespread AI-generated mock-ups circulating on social media and to capitalise on intense global interest in the collaboration.

Kuan said the project also serves an educational purpose, offering transparency on how such wearable conversions are engineered from concept to production.

The final product is expected to bundle the strap and case at a price range of about US$150 to US$200, with multiple colour options planned for both components.

Delugs, founded in 2018, has grown into a niche but fast-rising watch accessory brand with international reach, expanding from online retail into physical boutiques in Singapore and Hong Kong.

KUALA LUMPUR, May 16 — By the time the sun rose over Mid Valley Megamall this morning, Ayu Omar and her daughter Allesya had already spent nearly 10 hours waiting for a watch from the new Audemars Piguet x Swatch “Royal Pop” collection.

The 46-year-old administrator from Banting, Selangor arrived at the mall at around 9.30 last night, armed with little more than a camping chair and her daughter’s laptop, which Allesya used to complete an assignment while sitting on the chair outside the Swatch boutique.

The pair were among dozens who camped overnight for the worldwide launch of the collection, a collaboration that drew crowds long before the mall’s doors officially opened at 10am.

Overnight queue for limited drop

“Firstly, I like Swatch. Secondly, it’s because of the collaboration with AP,” Ayu said when approached while seated cross-legged near the North Court entrance.

“AP is a huge name in the watch industry, so when they combined Swatch with AP, I felt it was really worth getting, especially at quite an affordable price.”

Like many others in line, Ayu’s night was repeatedly interrupted by confusion over crowd control.

At first, customers queued inside the mall before being instructed to leave. They later waited outside through the night before being allowed back in around 7.30am, three people at a time.

By 8.15am, the queue had already snaked several metres, ending just before the centre court.

Limited stock, rising tension

Then came the announcement that shattered Ayu’s hopes.

At around 9.15am, a Swatch staff member informed the crowd that only a limited number of watches were available.

Although the “Royal Pop” collection was not officially a numbered limited edition, there would not be enough units for everyone in line today.

The mood shifted almost immediately.

Those seated on the floor scrambled to the front to check their chances, while others remained frozen in place, staring towards the boutique entrance.

Only around 70 people appeared to remain within the estimated cut-off point.

Ayu was not one of them.

After lingering for a while longer, she quietly gave up and left.

Ayu Omar, 46 (centre, wearing hijab) after the announcement of the store will sell limited number of units on May 16, 2026. — Picture by Yusof Isa

“I’ve liked Swatch since school,” she said earlier, estimating she had followed the brand for more than 20 years.

“But when you’re a collector, even if you can’t wear it on your wrist, that’s okay. You still want it as part of your collection because it’s very different.”

RM50 runners fuel resale scramble

The frenzy surrounding the release also revealed a parallel economy quietly operating within the queue itself.

One man, who declined to be named, admitted he and his friends had hired 14 “runners” to queue on their behalf, paying each person RM50.

Most of the runners were easily identifiable by their attire – black T-shirts, jeans and slippers – with many appearing uninterested in the watches themselves.

The man refused to disclose how much his customers paid for the service, though checks by Malay Mail on social media platforms such as Threads found queueing services advertising prices ranging from RM600 to over RM1,000 above the retail price of the watch.

“When there’s a willing buyer, there’s a willing seller,” the man said.

Malay Mail also observed several people passing around debit and credit cards to other people waiting in line after exiting the store with their purchases.

Swatch X Audemars Piguet Royal Pop watches model release displayed in presentation case at Mid Valley Megamall in Kuala Lumpur on May 16, 2026. — Picture by Yusof Isa

Swatch stores are enforcing a one-watch-per-person, per-store, policy for the release, though some customers questioned whether the restrictions were enough to deter scalpers.

‘Just here for the hype’

Among them was Ammanjit Singh, a 39-year-old banker from Sri Gombak, who just walked out of the store after purchasing the watch, carrying bags of crisps inside a carry-on bag after spending the night outside the mall.

“I work a nine-to-five job. I haven’t slept since yesterday,” he said.

Ammanjit readily admitted he is not a hardcore collector and was there largely for the atmosphere.

“I’m just here for the hype. My friend is the real, proper watch enthusiast,” he said.

Still, even Ammanjit noticed how organised some of the resellers appeared to be.

“I do feel bad for people who genuinely wanted the watch, but these scalpers, there’s not much you can do. They queued up too,” he said.

“For instance, you can see people sharing credit cards. Rather than saying one person, one watch per store, maybe they should say one credit card per store.”

Ammanjit Singh, 39 (left) poses for pictures with his friend after buying the Swatch X Audemars Piguet Royal Pop watches at Mid Valley Megamall in Kuala Lumpur on May 16, 2026. — Picture by Yusof Isa

At one point during the morning, auxiliary police officers began checking customers’ identification cards to verify their ages, with those below 18 turned away from the queue.

Some teenagers protested and refused to move, with one arguing loudly that the policy was unfair before a staff member snapped back: “I said no!”

Despite the tension, many still did not leave even after learning they were unlikely to secure a watch.

The Audemars Piguet x Swatch “Royal Pop” collection officially launched worldwide today after days of speculation, fake leaked images and online hype.

Although Swatch has confirmed the watches will receive rolling restocks similar to the MoonSwatch collaboration with Omega, that did little to discourage those hoping to secure one on launch day.