Audemars Piguet Drops an Astoundingly Cool Capsule Collection

An entire market exists around the promotional goods that luxury watch brands distribute to customers and dealers, consisting mostly of trinkets, small accessories and hats.

Most of these items are either display pieces designed for dealers that live on as decorations or branded items for watch owners to flaunt their horological allegiances. But French design firm Studio Tyrsa designed an entire capsule collection of apparel and gear to celebrate Audemars Piguet’s 150th anniversary.

Studio Tyrsa

The AP 150th Anniversary collection was quietly released in the fall of 2025 as a promotional tool to sell watches, but it totals over 25 pieces and is as well-rounded, coherent and — above all — cool as many seasonal collections dropped by reputable fashion brands.

It has gained traction online over the past week after Studio Tyrsa promoted the entire collection on Instagram.

I understand the sentiment among some in the watch community that wearing branded apparel is lame because, for the most part, the apparel is lame. On the other hand, luxury watch brands produce plenty of decorative items and accessories that fans covet.

Studio Tyrsa

Studio Tyrsa’s designs applied AP’s prestigious iconography to a set of streetwear-inspired t-shirts, hoodies and products like a tote bag, candle and umbrella. The collection is tasteful and comes off more like a clothing brand than a walking advertisement.

Studio Tyrsa

The centerpiece of the collection is a varsity jacket with a custom 150th Anniversary logo embroidered on the front and the brand’s name embroidered on the back over an outline of the Royal Oak bezel. It has “la plus prestigieuse de signatures” embroidered on the left-hand pocket and a custom tag on the inner collar featuring 10 historical AP brand logos.

Studio Tyrsa

Playing to the brand’s luxury crowd, there is even a set of ski poles and a silk scarf. Most of the pieces, however, would fit seamlessly into any watch fan’s wardrobe.

This looks familiar

If you’re thinking, as I am, that the AP 150th Anniversary collection looks a bit like the Aimé Leon Dore, that’s because Studio Tyrsa has worked with the uber-hyped New York fashion brand.

Other notable fashion industry clients include Dior, Louis Vuitton and Moncler, so AP swung for the fences with this collection.

Studio Tyrsa

I fall into the camp that finds it gauche to wear the apparel of a watch brand you don’t own, but if I had a Royal Oak, I definitely wouldn’t mind wearing the matching t-shirt from Studio Tyrsa’s collection.

Availability and price

Here’s the problem: there is one five-figure obstacle to obtaining any items from Studio Tyrsa’s Audemars Piguet capsule.

None of it is for sale. The items are only available for distribution to clients and “VIPs” by the watch brand and authorized dealers, meaning you pretty much have to own at least one AP — and, realistically, quite a few — to land this fantastic swag.

Studio Tyrsa

According to multiple Reddit users, American dealers are reporting that none of the collection even made it stateside and was distributed exclusively in Europe.

Of course, there is a sizable secondhand market for cool watch brand apparel and accessories, often obtained for free and flipped for ridiculous sums. Specialized resale site Chrono Collectible currently has some items from this collection.

You can check out Studio Tyrsa’s entire AP collection on the agency’s Instagram account below.

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