Image: Alex Moss

Royal Pop Gets the Alex Moss Treatment

Jewelry designer Alex Moss has brought his iced-out touch to Audemars Piguet’s collaboration with Swatch.

On Wednesday, May 27, Moss shared his diamond-covered take on a piece from the Royal Pop collection, turning one of the most playful watches from the drop into a louder custom collectible. The original collection released on May 16 and pays homage to Swatch’s Royal Pop line from the 1980s, with eight different colorways in the lineup.

Moss worked on the OTG ROZ variation, a $420 USD pocket watch listed on Swatch’s official website. The piece features a teal dial, pink subdial, yellow bezel, and a hand-wound SISTEM51 movement, already making it one of the louder pieces from the collection before the custom work even started.

His version takes that energy further with a full iced-out treatment, pushing the Royal Pop from mass-market collaboration into celebrity jewelry territory. The finished piece has already been sold, but Moss shared the final result on Instagram for fans to see.

From Royal Pop to Custom Culture

That is what makes this piece interesting. Royal Pop was already a conversation because it brought AP-inspired design codes into a more accessible Swatch format. Once Alex Moss adds diamonds to it, the conversation changes again — from accessibility to customization, from watch drop to cultural object.

For Stashed, this is the kind of moment worth watching. A piece starts as a collaboration, becomes a debate, then gets reworked into something completely different. Whether people love it or hate it, Royal Pop is clearly moving beyond the original release.