Protecting a product shape is one of the hardest battles in IP law and Audemars Piguet has been fighting it for years. The Royal Pop collaboration with Swatch reframes that battle entirely. In this article, Jamil Ghssoub demonstrates, on the basis of international IP treaties, that what looks like a business partnership is in fact a calculated legal strategy. It builds the consumer recognition courts said was missing and opens the door to a protection that litigation alone could not deliver. The article further addresses the key objections raised against this strategy. To read the full article, click here.
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07-13-2026 | Jamil Ghssoub
When Business Strategy Becomes Legal Strategy: The Audemars Piguet × Swatch Collaboration
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