{"id":1937131,"date":"2026-05-15T14:28:20","date_gmt":"2026-05-15T11:28:20","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1937131"},"modified":"2026-05-15T14:28:20","modified_gmt":"2026-05-15T11:28:20","slug":"when-two-become-one-old-and-new-watchmakers-collaborate-to-change-perception-of-time","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1937131","title":{"rendered":"When two become one: Old and new watchmakers collaborate to change perception of time"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/75\/86\/53\/1200x675_cmsv2_4dc85fae-75c3-5228-ba0e-c9d190a41ca0-9758653.jpg&#8221;]<\/p>\n<article id=\"abe-2892172-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2892172\" data-cid=\"9751389\" data-part-label=\"Partner content\">\n<figure id=\"abe-2892172-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/13\/89\/189x106_cmsv2_1fb66453-69a5-5bf3-a9ba-9dffd918078b-9751389.jpg\" loading=\"lazy\" alt=\"Demonstrator stands on head of lion on the side of the Westminster Bridge, during a Tommy Robinson-led Unite the Kingdom march and rally in London, 13 September 2025.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    The Cube<\/p>\n<div class=\"the-media-object__title  \">\n<p>    MEP and far-right influencers barred from UK rally: What&#8217;s the reason?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894012-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2894012\" data-cid=\"9760250\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894012-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/02\/50\/189x106_cmsv2_25370119-0583-5ac1-a1b6-bcb3d2495909-9760250.jpg\" loading=\"lazy\" alt=\"A Thucydides mosaic in Jordan\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    China<\/p>\n<div class=\"the-media-object__title  \">\n<p>    What is the ancient war theory Xi invoked in his meeting with Trump?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2893412-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2893412\" data-cid=\"9757097\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893412-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/70\/02\/189x106_cmsv2_b0090db4-df1f-5cb0-92e5-974ded8bd273-9757002.jpg\" loading=\"lazy\" alt=\"Stock image- Photovoltaic panels\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Earth News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Greece has abundant cheap green energy. Why are bills still high?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894010-pos4-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2894010\" data-cid=\"9760172\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894010-label-pos4-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/01\/72\/189x106_cmsv2_565fa705-3835-5cda-a160-2dbb82e99519-9760172.jpg\" loading=\"lazy\" alt=\"FILE: A medical worker checks the quarantine area of the Matanda Hospital in Butembo, where the first case of Ebola died, in Congo Thursday, Feb. 11, 2021\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Health news<\/p>\n<div class=\"the-media-object__title  \">\n<p>    What we know about Congo&#8217;s new Ebola outbreak\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2892172-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2892172\" data-cid=\"9751389\" data-part-label=\"Partner content\">\n<figure id=\"abe-2892172-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/13\/89\/189x106_cmsv2_1fb66453-69a5-5bf3-a9ba-9dffd918078b-9751389.jpg\" loading=\"lazy\" alt=\"Demonstrator stands on head of lion on the side of the Westminster Bridge, during a Tommy Robinson-led Unite the Kingdom march and rally in London, 13 September 2025.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    The Cube<\/p>\n<div class=\"the-media-object__title  \">\n<p>    MEP and far-right influencers barred from UK rally: What&#8217;s the reason?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894012-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2894012\" data-cid=\"9760250\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894012-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/02\/50\/189x106_cmsv2_25370119-0583-5ac1-a1b6-bcb3d2495909-9760250.jpg\" loading=\"lazy\" alt=\"A Thucydides mosaic in Jordan\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    China<\/p>\n<div class=\"the-media-object__title  \">\n<p>    What is the ancient war theory Xi invoked in his meeting with Trump?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2893412-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2893412\" data-cid=\"9757097\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893412-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/70\/02\/189x106_cmsv2_b0090db4-df1f-5cb0-92e5-974ded8bd273-9757002.jpg\" loading=\"lazy\" alt=\"Stock image- Photovoltaic panels\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Earth News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Greece has abundant cheap green energy. Why are bills still high?\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2894010-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2894010\" data-cid=\"9760172\" data-part-label=\"Partner content\">\n<figure id=\"abe-2894010-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/76\/01\/72\/189x106_cmsv2_565fa705-3835-5cda-a160-2dbb82e99519-9760172.jpg\" loading=\"lazy\" alt=\"FILE: A medical worker checks the quarantine area of the Matanda Hospital in Butembo, where the first case of Ebola died, in Congo Thursday, Feb. 11, 2021\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Health news<\/p>\n<div class=\"the-media-object__title  \">\n<p>    What we know about Congo&#8217;s new Ebola outbreak\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Culture<\/p>\n<p>                          Lifestyle<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            When two become one: Old and new watchmakers collaborate to change perception of time<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-sponsored=\"Partner content\"><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/86\/53\/1536x864_cmsv2_4dc85fae-75c3-5228-ba0e-c9d190a41ca0-9758653.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"Audemars Piguet and Swatch\u2019s new Royal Pop collection.\"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              Audemars Piguet and Swatch\u2019s new Royal Pop collection.<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">Audemars Piguet and Swatch<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0Audemars Piguet and Swatch\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbspRebecca Ann Hughes\n<\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1778855300\">\n         Published on<br \/>\n            <time datetime=\"2026-05-15 16:28:20 +02:00\">15\/05\/2026 &#8211; 16:28 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div class=\"c-article-partage-commentaire-popup-overlay js-c-article-partage-commentaire-popup-overlay u-display-none\">\n<div id=\"js-c-article-partage-commentaire-popup\" class=\"c-article-partage-commentaire-popup js-c-article-partage-commentaire-popup\">\n<div class=\"c-article-partage-commentaire-popup__header 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alt=\"vk\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-bluesky.svg\" width=\"24\" height=\"24\" alt=\"bluesky\" loading=\"lazy\"><span>Bluesky<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-bluesky.svg\" width=\"48\" height=\"48\" alt=\"bluesky\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"24\" height=\"24\" alt=\"threads\" loading=\"lazy\"><span>Threads<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"48\" height=\"48\" alt=\"threads\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"24\" height=\"24\" alt=\"whatsapp\" loading=\"lazy\"><span>Whatsapp<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"48\" height=\"48\" alt=\"whatsapp\" class=\"u-show-for-desktop\" loading=\"lazy\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        The bold move is part of Audemars Piguet CEO Ilaria Resta\u2019s drive to push the boundaries of an industry whose reputation is often hampered by entrenched assumptions.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--culture js-article-content\">\n<p>Swiss watchmakers Audemars Piguet have been creating timepieces since 1875. <\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>The company has plenty of innovations on its resume, including developing the first skeleton watch in 1934 and manufacturing some of the thinnest watches around. <\/p>\n<p>The firm\u2019s latest challenge to convention is a collaboration with Swatch, known for creating playful, affordable watches. <\/p>\n<p>The bold move is part of Audemars Piguet CEO Ilaria Resta\u2019s drive to push the boundaries of an industry whose reputation is often hampered by entrenched assumptions. <\/p>\n<p>She\u2019s particularly passionate about breaking the narrative that watchmaking is a conservative, male-dominated art. <\/p>\n<h2>Historic watchmakers create pop art timepieces<\/h2>\n<p>Audemars Piguet and Swatch\u2019s new Royal Pop collection \u201cbrings together creativity and audacity with haute horlogerie,\u201d the companies write in a press release.<\/p>\n<p>Inspired by Pop Art, the collaboration reinterprets the Royal Oak pocket watch, debuted by Audemars Piguet in 1972. <\/p>\n<p>Purists will notice elements from the original Royal Oak are still present, including the \u201cPetite Tapisserie\u201d pattern, the octagonal bezel and eight hexagonal screws. <\/p>\n<p>But beyond that, the design, available in eight variations, is disruptive: primary and pastel colours normally snubbed by the industry, polkadots reminiscent of Roy Lichtenstein and exposed mechanical elements. <\/p>\n<div class=\"widget widget--type-image widget--size-fullwidth widget--animation-fade-in widget--align-center\" data-ratio=\"0.7141666666666666\">\n<div class=\"widget__wrapper\">\n<div class=\"widget__ratio widget__ratio--auto\">\n<div class=\"widget__contents\">\n<figure class=\"widget__figure\"><img decoding=\"async\" class=\"widgetImage__image\" loading=\"lazy\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/86\/53\/808x577_cmsv2_cc1e09cd-4c91-510b-8ece-32fb8d38a2b1-9758653.jpg\" alt=\"Inspired by Pop Art, the collaboration reinterprets the Royal Oak pocket watch, debuted by Audemars Piguet in 1972.\u00a0\"><figcaption class=\"widget__caption\"><span class=\"widget__captionWrap\"><span class=\"widget__captionText\">Inspired by Pop Art, the collaboration reinterprets the Royal Oak pocket watch, debuted by Audemars Piguet in 1972.\u00a0<\/span><span class=\"widget__captionCredit\">Audemars Piguet and Swatch<\/span><\/span><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>The pocket watch aims to be revolutionary in another way, too. It can be worn in multiple ways, including around the neck, in the pocket, as a bag charm or as an accessory. <\/p>\n<p>This taps into trends favoured by younger generations, particularly the trend for whimsical, jewellery-inspired charms decorating purses.<\/p>\n<p>\u201cWhy this collaboration? For the joy and boldness it represents,\u201d says Resta. \u201cBecause audacity is often the starting point of innovation and new ideas. And because it invites a broader audience including the younger generations to experience mechanical watchmaking differently.\u201d <\/p>\n<h2>Breaking an antiquated narrative<\/h2>\n<p>The new collection is a clear advancement of Resta\u2019s desire to be part of new perspectives about the watchmaking world. <\/p>\n<p>&#8220;It&#8217;s a very vibrant time for watchmaking, although it&#8217;s a tough moment for the broader industry, but we see lots of creativity,\u201d she tells Euronews Culture. <\/p>\n<p>\u201cThere is really the desire to continue pushing the boundaries of what we think is possible from a mechanical standpoint, but also from a decoration standpoint.&#8221; <\/p>\n<div class=\"c-widget-related\" data-stories-id data-event=\"widget_related\">\n<div class=\"c-widget-related__title\"><b class=\"c-widget-related__title__text\" lang=\"en\">Related<\/b><\/div>\n<ul class=\"c-widget-related__list\">\n<li class=\"c-widget-related__item\">Audemars Piguet CEO Ilaria Resta on inspiring creativity in tough times <\/li>\n<li class=\"c-widget-related__item\">&#8216;Time is everything to me&#8217; Usain Bolt reveals what makes him tick at Watches and Wonders<\/li>\n<\/ul>\n<\/div>\n<p>Resta is pushing to end the belief that the luxury watchmaking sector is conservative, overtly male-dominated and tangled up in old-fashioned traditions.<\/p>\n<p>&#8220;Women have been working in watchmaking for centuries&#8230; Wrist watches were invented for women and if you look at the data for 2030, 45% of women will be buying mechanical watches,&#8221; she says.<\/p>\n<p>&#8220;We see women growing in the purchase of high-end complications. For me it&#8217;s important also to break the narrative that there are watches for men, watches for women.\u201d <\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" class=\"perf-cv-auto c-article-you-might-also-like\">\n<h2 class=\"c-article-you-might-also-like__title\">\n        Read more<br \/>\n      <\/h2>\n<div class=\"c-article-you-might-also-like__container\">\n<article id=\"abe-2893069-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2893069\" data-cid=\"9755271\" data-part-label=\"Partner content\">\n<figure 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id=\"abe-2887903-label-pos1-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/02\/66\/480x270_cmsv2_7605f45d-d0de-5a4d-a62c-d58f119a9b7e-9730266.jpg\" loading=\"lazy\" alt=\"Niels Eggerding, Managing Director, Frederique Constant \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Lifestyle<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Frederique Constant&#8217;s Niels Eggerding set sights on young watch lovers<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2886647-pos2-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2886647\" data-cid=\"9724066\" data-part-label=\"Partner content\">\n<figure id=\"abe-2886647-label-pos2-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/40\/66\/480x270_cmsv2_8e432c28-2644-5833-b27c-80ab9b5346f7-9724066.jpg\" loading=\"lazy\" alt=\"Christian Selmoni, Style and Heritage Director, Vacheron Constantin \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Lifestyle<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Vacheron Constantin explore history to create tomorrow&#8217;s timepieces<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto\">\n<ul id=\"adb-article-tags\" class=\"c-tags-list\">\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Watchmaking<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Jewellery<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Switzerland<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Pop Art<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  innovation<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Craftsmanship<br \/>\n<\/section>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<aside class=\"o-article-newsy__aside\">\n<div class=\"c-ad-wrapper o-article-newsy__aside__content-1\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" 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class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/article>\n<article id=\"abe-2893069-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2893069\" data-cid=\"9755271\" data-part-label=\"Partner content\">\n<figure id=\"abe-2893069-label-pos0-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/75\/52\/71\/480x270_cmsv2_d94db4de-23b8-5500-85d2-6f1735de8330-9755271.jpg\" loading=\"lazy\" alt='A woman takes a photo of \"Les Silence des Departs\" by Tomas Lacque at the Urban Art Biennale in Germany, 6 May 2026' height=\"9\" width=\"16\"><\/figure>\n<div 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watchmakers Audemars Piguet have been creating timepieces since 1875.\u00a0The company has plenty of innovations on its resume, including developing the first skeleton watch in 1934 and manufacturing some of the thinnest watches around.\u00a0The firm\u2019s latest challenge to convention is a collaboration with Swatch, known for creating playful, affordable watches.\u00a0The bold move is part of Audemars Piguet CEO Ilaria Resta\u2019s drive to push the boundaries of an industry whose reputation is often hampered by entrenched assumptions.\u00a0She\u2019s particularly passionate about breaking the narrative that watchmaking is a conservative, male-dominated art.\u00a0Historic watchmakers create pop art timepiecesAudemars Piguet and Swatch\u2019s new Royal Pop collection \u201cbrings together creativity and audacity with haute horlogerie,\u201d the companies write in a press release.Inspired by Pop Art, the collaboration reinterprets the Royal Oak pocket watch, debuted by Audemars Piguet in 1972.\u00a0Purists will notice elements from the original Royal Oak are still present, including the \u201cPetite Tapisserie\u201d pattern, the octagonal bezel and eight hexagonal screws.\u00a0But beyond that, the design, available in eight variations, is disruptive: primary and pastel colours normally snubbed by the industry, polkadots reminiscent of Roy Lichtenstein and exposed mechanical elements.\u00a0The pocket watch aims to be revolutionary in another way, too. It can be worn in multiple ways, including around the neck, in the pocket, as a bag charm or as an accessory.\u00a0This taps into trends favoured by younger generations, particularly the trend for whimsical, jewellery-inspired charms decorating purses.\u201cWhy this collaboration? For the joy and boldness it represents,\u201d says Resta. \u201cBecause audacity is often the starting point of innovation and new ideas. And because it invites a broader audience including the younger generations to experience mechanical watchmaking differently.\u201d\u00a0Breaking an antiquated narrativeThe new collection is a clear advancement of Resta\u2019s desire to be part of new perspectives about the watchmaking world.\u00a0&#8220;It&#8217;s a very vibrant time for watchmaking, although it&#8217;s a tough moment for the broader industry, but we see lots of creativity,\u201d she tells Euronews Culture.\u00a0\u201cThere is really the desire to continue pushing the boundaries of what we think is possible from a mechanical standpoint, but also from a decoration standpoint.&#8221;\u00a0Resta is pushing to end the belief that the luxury watchmaking sector is conservative, overtly male-dominated and tangled up in old-fashioned traditions.&#8221;Women have been working in watchmaking for centuries&#8230; Wrist watches were invented for women and if you look at the data for 2030, 45% of women will be buying mechanical watches,&#8221; she says.&#8221;We see women growing in the purchase of high-end complications. For me it&#8217;s important also to break the narrative that there are watches for men, watches for women.\u201d\u00a0<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/culture\/2026\/05\/15\/when-two-become-one-old-and-new-watchmakers-collaborate-to-change-perception-of-time&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/75\/86\/53\/1200x675_cmsv2_4dc85fae-75c3-5228-ba0e-c9d190a41ca0-9758653.jpg&#8221;] The Cube MEP and far-right influencers barred from UK rally: What&#8217;s the reason? China What is the ancient war theory Xi invoked in his meeting with Trump? Earth News Greece has abundant cheap green energy. Why are bills still high? Health news What we know about Congo&#8217;s new Ebola outbreak The Cube [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-1937131","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1937131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1937131"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1937131\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1937131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1937131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1937131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}