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Audemars Piguet logo
Live coverage from TikTok · refreshed daily · August 5, 2026

Audemars Piguet. Watched closely.

dig reads the Audemars Piguet conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.

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Top emerging negative narrative · flagged by dig today
"What happened to the AP x Swatch?" A collab-backlash is building around the "Royal Pop": creators call the hyped Swatch tie-up a cheap-feeling "fall off," and it's already being counterfeited.
Why it matters: across ~190 recent posts, dig sees the launch buzz curdling into disappointment. The AP x Swatch "Royal Pop" is being panned for a plastic-feeling build and a sense the tie-up squandered its hype, while separate clips flag fakes already circulating and a watch expert calling out a celebrity's counterfeit AP. Lower-volume than a full crisis, but specific, product-anchored and spreading through respected watch voices, which is exactly the moment to shape the story.
Nico Leonard calls out a celebrity for wearing a "fake" Audemars
@greattwhitee1 · 24.1K views
"What happened to the AP Swatch?"
@bens_watches · 22.0K views
"So much potential, but it just didn't land"
@sweepinghand · 872 views
Trending now · pulled from dig
Narrative intelligence

Every story, scored by sentiment.

Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.

Trending now · last 7 days

What people really think about Audemars Piguet right now.

Pre-crisis radar · for comms

The negative narratives that haven't hit yet.

Early negative signals building under the surface, so comms gets a head start before the story spreads.

Emerging signals · last 14 days
See the signals before they break.
The accelerating negative narratives, who's driving them, and why they matter. Visible only to dig customers.
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Owned content vs. UGC

Who's actually calling the Audemars Piguet conversation.

Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.

Owned vs. UGC reach · last 30 days
8%vs92%
@audemarspiguet owned share · creator share of AP TikTok reach (30d)
AP posts more than most maisons, yet 92% of reach still sits with creators. The "Royal Pop fall off" read from voices like @bens_watches is shaping the collab's reputation faster than the owned channel can frame it.
Top 6 creators · last 7 days
See the creators moving faster than your owned channel.
Creator type, narratives, follower counts, and recommended actions.
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House of models

Royal Pop, Royal Oak, Offshore, Tourbillon, Code 11.59. Tracked.

Each line's top narrative, its sentiment, and the surprise signal comms may not see coming yet.

Portfolio signal · last 30 days
See every model line in the lineup.
Each line's top narrative and the surprise signal comms may not see coming yet. Visible only to dig customers.
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From signal to next move

The actions your team can take this week.

The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.

Your next moves.
The narrative to defuse, the creator to engage, and the talking point to sharpen this week.
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