Share

cover art for Ep. 45 - Pop to Drop?

The SJX Podcast

Ep. 45 - Pop to Drop?

Ep. 45

The unprecedented collaboration between Swatch and Audemars Piguet that resulted in the Royal Pop dominated the product's first news cycle, but market enthusiasm seems to have cooled off, with anecdotal evidence supported by broader search trends.


On Episode 45 of the SJX Podcast, we look back at the launch, and discuss what future collaborators might do differently to avoid the same fate.


We also look at the opposite end of the market, which in some ways is only gaining momentum, with a number of multi-million-dollar results in the spring auctions.


Show notes:


  • 00:30: Swatch x Audemars Piguet Royal Pop
  • 02:30: Google search volume
  • 05:25: F.P. Journe Chronomètre à Résonance Souscription result at Phillips
  • 10:10: F.P. Journe 'Swiss Fine Timing' edition results
  • 13:41: Christie's highlights, including Patek Philippe ref. 3448G 'Red Dot' and ref. 5959R


More episodes

View all episodes

  • 49. Ep. 49 - Independent Watchmaking Retrospective

    19:56||Ep. 49
    Ahead of Geneva Watch Days, which will feature 71 (mostly independent) brands in 2026, episode 49 of the SJX Podcast looks back at how independent watchmaking became the phenomenon it is today. SJX and Brandon trace its evolution from 1970s pioneers like George Daniels and F.P. Journe through the arrival of Daniel Roth, Philippe Dufour, and Franck Muller. The conversation also examines the avant-garde boom of the 2000s, the renewed emphasis on traditional finishing, and the role of digital photography and social media in transforming what was once a solitary pursuit into a global collector community.Listeners can sign up for the SJX Newsletter by August 12, 2026 for a chance to win a Habring² Chrono-Felix Medicus.Show notes:00:23: Habring² Chrono-Felix Medicus giveaway02:25: Geneva Watch Days 2026 preview and origins04:00: The pioneers of independent watchmaking10:00: The 2000s wave and the influence of the Philippe Dufour Simplicity12:09: Survivorship bias, changing tastes, and returning makers14:03: Post-Covid independents, specialist suppliers, and social media18:43: Predictions for what comes next
  • 48. Ep. 48 - Horological Heatwave

    18:37||Ep. 48
    As Swiss watchmakers prepare for their summer holidays, episode 48 of the SJX Podcast rounds up some of the best summer-ready watches released in the first half of 2026, spanning nearly every price category.Show notes:00:40: Kollokium Projekt 2 Variant C01:34: Baltic Heures du Monde02:10: Seiko Prospex Marinemaster HBF00103:40: Seiko 5 Sports HUF Limited Edition04:25: Tudor Black Bay Chrono 39 “Bumblebee”05:56: TAG Heuer Carrera Seafarer07:16: Hermès Cape Cod Titanium09:15: Grand Seiko Spring Drive UFA Ushio 300 Diver10:20: Vacheron Constantin Overseas Dual Time "Cardinal Points"12:15: Laurent Ferrier Sport Traveller14:10: Greubel Forsey Balancier 315:48: Rolex gem-set Daytona quartet
  • 47. Ep. 47 - Second-Chance Watches

    22:58||Ep. 47
    The return of the Vacheron Constantin Twin Beat Perpetual Calendar got us thinking about other technically interesting watches that showed promise but never truly found their footing.In episode 47 of the SJX Podcast, SJX and Brandon discuss recent releases from Seiko, IWC, and Swatch before turning to candidates for a second chance, including the Audemars Piguet Jules Audemars AP Escapement, the TAG Heuer Monaco V4, and the elusive Breguet Hommage à Nicolas G. Hayek 7887.Show notes:00:30: Seiko Star Time for Shohei Ohtani02:37: IWC ProSet Perpetual Calendar07:35: Swatch x Omega MoonSwatch Mission to the Moon 196912:18: Audemars Piguet Jules Audemars AP Escapement14:10: TAG Heuer Monaco V416:15: TAG Heuer high-frequency chronographs18:15: Louis Vuitton Tambour Twin Chrono and Audemars Piguet Michael Schumacher Laptimer20:23: Breguet Hommage à Nicolas G. Hayek ref. 7887
  • 46. Ep. 46 - A Rolling Rolex

    11:10||Ep. 46
    In episode 46 of the SJX Podcast, Brandon and SJX examine the Swiss watch industry's June export figures, which confirm the strength of the American market and reveal the impact of the Royal Pop.The episode also explores Rolex’s unexpected activity in clockmaking, beginning with the brand's patents for a traditional inclined-plane clock that was hiding in plain sight at Watches & Wonders. We also share impressions of the Rolex Submariner Desk Clock released late last year — a conservative-looking but impressively constructed object powered by an unusually sophisticated quartz movement.Show notes:00:35: Analysis of June data for Swiss watch exports05:20: Rolex inclined-plane clock09:30: Rolex Submariner Desk Clock
  • 44. Ep. 44 - Evolution, Not Revolution

    22:39||Ep. 44
    Episode 44 of the SJX Podcast covers new releases from Grand Seiko, Greubel Forsey, Vacheron Constantin, and Breguet. The common thread that ties these releases together is that each is an incremental update to a previous model. Grand Seiko's updates to the Evolution 9 collection are perhaps most notable simply due to the brand's larger scale, and for what this refresh indicates about how the brand is listening to collector feedback. We also shares our condolences with the Stern family over the passing of Philippe Stern, and discuss his towering legacy.Show notes:00:30: Philippe Stern's legacy06:00: Grand Seiko Evolution 9 refresh (new bracelets and UFA movements)09:30: Greubel Forsey Balancier QM12:50: Vacheron Constantin Twin Beat Perpetual Calendar15:00: Breguet Tourbillon 225th Anniversary16:00: Chanel Chessboard
  • 43. Ep. 43 - American Independents

    13:55||Ep. 43
    This weekend, the United States marks its 250th Independence Day — it's the perfect opportunity to reflect on recent American contributions to the field of horology.On episode 43 of the SJX Podcast, SJX and Brandon discuss the latest entry in this field — the Liberty 250 from 1776 Atelier — and break down the claim that 90% of its components are manufactured in the US. The conversation also discusses RGM and J.N. Shapiro — brands that have contributed substantially to contemporary American watchmaking.Finally, to look into the future we go back to school by visiting the Watch Technology Institute in Seattle — the last remaining full-time public watchmaking programme in the US capable of granting a major certification.
  • 42. Ep. 42 - Inside Roventa-Henex

    25:50||Ep. 42
    Jérôme Biard is good at keeping secrets. As chief executive of Roventa-Henex — a leading white label maker of Swiss watches — he needs to be. For episode 42 of the SJX Podcast, we visited Mr Biard at the company's secretive manufacture in the sleepy Swiss village of Tavannes.The discussion covers the emergence of the 'micro-brand' (including whether that term is still relevant), the factors facing the Swiss watch industry today, the role suppliers play in shaping trends, and what it takes to start a watch company.
  • 41. Ep. 41 - A Diamond in the Rough?

    13:01||Ep. 41
    Tiffany & Co. is one of the only major jewellers without a significant watchmaking programme. Episode 41 of the SJX Podcast examines the brand's past, present, and future under the leadership of Nicolas Beau, who is credited with building Chanel's watch business into what it is today.When it comes to watches, Tiffany & Co. is potentially a diamond in the rough — it's a uniquely American luxury brand with enviable cultural recognition. The brand also has a global boutique network giving it immediate access to all major markets, which could accelerate its trajectory with the right product mix.