AI watch images fooled fans ahead of Swatch and Audemars Piguet release

In short: AI-made “leak” photos of colorful Audemars Piguet style Swatch wristwatches spread online, and the real product launch did not match what people thought they saw.

What's going on

For about a week, watch fans on Instagram shared and argued over images that looked like leaked photos of a Swatch and Audemars Piguet collaboration. The pictures showed bright plastic wristwatches that resembled the luxury Audemars Piguet Royal Oak. According to Wired, the images were not real products. They were made with AI image tools (apps that can create realistic pictures from text, like a very advanced drawing generator).

Swatch and Audemars Piguet confirmed their “Royal Pop” collaboration on May 8. The company teasers left room for guessing, and the fake images filled that gap. When the real Royal Pop collection appeared on Tuesday, earlier than expected, it turned out to be something different, a set of eight pocket watches with lanyards, not wristwatches.

The real watches are made from Swatch’s “bioceramic” material (a mix of ceramic and plastic). Prices are listed as $400 and $420, depending on the model. Some fans who expected the AI-style wristwatch designs felt let down.

What to watch

A second wave may be coming from third-party sellers. Because the Royal Pop is designed to snap in and out of its holder, strap makers are already planning ways to attach it to a wrist, like adding a handle to turn a handheld tool into something wearable. Wired reports brands like Delugs are working on strap systems, and fast-moving manufacturers in China could produce quick adapters and straps within weeks.

Source: Wired