Armenian New York Jeweler Alex Moss Covers Controversial $400 AP × Swatch Watch in Diamond “Ice”

Armenian jeweler based in New York Alex Moss has reignited buzz around the controversial Swatch × Audemars Piguet collaboration by transforming the viral $400 “Royal Pop” timepiece into a high-jewelry statement piece.

Just weeks after the unexpected “Royal Pop” release shocked the watch world, Moss — known for crafting extravagant custom jewelry for major hip-hop stars including Drake, Tyler, the Creator, and A$AP Rocky — turned his attention to the polarizing accessory.

When the AP × Swatch collaboration officially dropped in select boutiques in mid-May 2026, it immediately divided collectors. Instead of traditional wristwatches, the brands introduced colorful, pop-art-inspired mechanical pocket watches designed to be worn on a strap around the neck or attached to a bag.

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While purists debated online whether the playful plastic design undermined the legacy of Audemars Piguet’s iconic Royal Oak, Moss saw an opportunity to treat it as a creative blank canvas.

His team completely reworked the piece. Because gemstones cannot be directly set into the patented bioceramic material, the jewelers engineered a custom 14-karat white gold bezel overlay that fits precisely over the original octagonal case.

The new structure was then fully paved with high-grade VS diamonds, framing the signature eight screws that define the Royal Oak design.

The result is a bold contrast of aesthetics: streetwear energy, Swiss mechanical engineering — powered by Swatch’s SISTEM51 movement visible through a transparent case — and the uncompromising shine of modern hip-hop luxury.

While the jeweler has not disclosed the price, the customization is believed to increase the value of the original piece many times over, transforming a mass-market collectible into a one-of-a-kind luxury object.