Buying one of the hottest watches of the year is now possible with just a few clicks in Dubai.

Only five days have passed since the global introduction of the collaborative collection of Audemars Piguet and Swatch, but in Dubai, one can now receive one of these watches like ordering coffee or daily shopping, in less than 15 minutes.

The platform noon Minutes has announced the launch of instant sales and delivery of the limited Royal Pop collection in the Downtown Dubai area; a move that brings this collection into the UAE market for the first time in an instant delivery format.

This collection, which was introduced on the 13th, is a combination of the iconic Royal Oak design of the Audemars Piguet brand and the vibe of the 80s POP watches from the Swatch brand. The collection includes eight different models and is designed in such a way that the watch can be worn on the wrist, around the neck, inside a pocket, or even attached to a bag.

In the noon Minutes list, several models from this collection such as HUIT BLANC, ORENJI HACHI, and OTTO ROSSO are featured, with prices starting from 12,500 dirhams; a figure that separates this collaboration from the usual Swatch watch space and directly enters the market for collectors and luxury buyers.

The aspect that has drawn more attention than the watches themselves is the sales model.

Noon is repeating this message on social media:

“No queues, no waiting lists, just 15 minutes.”

While Swatch has still announced that the sale of this collection is limited to selected stores worldwide and has restricted purchases to one watch per person, buyers in Dubai can now complete the entire process of finding, purchasing, and receiving this watch with just one mobile order.

For the luxury market in Dubai, this is not just the sale of a new watch; it is a sign that instant commerce in the UAE is no longer limited to food orders and supermarkets, and has now entered the market for luxury and collectible goods.

Source: Arabian Business