Royal Pop Drives Swatch Sales Growth in First Half

By JCK News Desk | July 21, 2026

Swatch Group reported stronger first-half sales, crediting its entire portfolio and especially its Royal Pop collaboration with Audemars Piguet, which helped attract new consumers.

During the first six months of 2026, Swatch Group’s overall net sales rose 8.5% at constant exchange rates, to 3.12 billion Swiss francs ($3.84 billion), compared with the same period in 2025. The gain occurred amid a global 0.7% decline for Swiss watch exports.

Royal Pop was a key driver of first-half results, Swatch said. The collection launched May 16 and generated more than 25 billion views on social media, according to Swatch. It said that demand far exceeded supply for the collab, and that Royal Pop brought a wave of new consumers into stores, including many younger customers purchasing a mechanical watch for the first time.

Royal Pop’s release also boosted sales of the MoonSwatch and Fifty Fathoms, Swatch’s earlier collaborations with Omega and Blancpain, according to the midyear report.

Despite Swatch Group’s sales improvement, profitability remained under pressure in the first half. The watchmaker said its operating profit totaled 52 million Swiss francs ($64 million), down from 68 million francs ($83.7 million) a year earlier. Results were affected by negative currency movements, which reduced revenue by nearly 200 million Swiss francs ($246 million), as well as Swatch’s decision to maintain production capacity and jobs rather than cut costs through reduced working hours, the company said.

According to Reuters, analysts had forecast an operating profit of 120 million francs, sending Swatch’s stock price lower following the announcement.

For the first six months of 2026, Swatch Group reported growth across all major regions, including a 27% increase in the United States. Sales also rose in Europe, Japan, South Korea, India, Mexico, and Saudi Arabia. Online sales increased 30% at constant exchange rates.

Group brands Omega, Longines, Tissot, Hamilton, Breguet, and Harry Winston all posted positive results, according to the financial report.

Looking ahead, Swatch Group said it expects significant sales growth and improved profitability during the second half of the year. Sales accelerated sharply in May and June, and that momentum has continued into July, it noted.

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.

(Photo: Swatch’s Royal Pop, designed as a pocket watch, with a case and wrist strap by aftermarket accessories maker Helvetus)