Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

Tech Insider : Business, Economy, Style
The Bioceramic Royal Pop Collection is seen on display in a shop window of Swatch store in Krakow, Poland on May 18th, 2026
Audemars Piguet launched a pocket watch collection with Swatch, and fans lost it.

Beata Zawrzel/NurPhoto via Getty Images

Mayhem breaks out at Swatch stores as fans rush to nab its Audemars Piguet pocket watch collab

Tech Insider : Business, Environment
Riot police stand in front of a Swatch store
Police in Le Chesnay, France, guard a Swatch store on Saturday as crowds gathered to buy its new pocket watch, a collaboration with luxury watchmaker Audemars Piguet.

Henrique Campos / Hans Lucas via AFP

Audemars Piguet and Swatch's new pocket watch collab has fans camping outside stores for days

Tech Insider : Business
Swatch store Times Square
A crowd gathered outside the Times Square Swatch store in the lead-up to May 16.

Bloomberg/Bloomberg via Getty Images

The watch world is split over Audemars Piguet's Swatch collab: It's like a 'Ferrari Civic'

Tech Insider : Business, Style
Audemars Piguet sign
Audemars Piguet and Swatch are teaming up this week.

Derek White/Getty Images for Audemars Piguet

Jay-Z's luxury watch collection is worth millions and includes one of the most complicated timepieces ever made

Tech Insider : Business, Style
Jay Z

Dan Mullan/Getty Images

Tom Brady's personal items, including his luxury watch collection, just sold for $9 million at auction. Take a closer look.

Tech Insider : Sports, Business
Tom Brady walked the carpet for Netflix's
Tom Brady auctioned items from his personal luxury watch collection at Sotheby's.

Elyse Jankowski/Stringer/FilmMagic/Getty Images

Whiskey, Rolexes, and trading cards are in a spiraling crash as "the bubbles have popped" in collectibles

Tech Insider : Economy
1914 Baltimore News baseball card featuring a 19-year-old Babe Ruth in his rookie year
Brian Dwyer of Robert Edward Auctions shows a 1914 Baltimore News baseball card featuring a 19-year-old Babe Ruth in his rookie year in Chester, New Jersey, on Monday, November 20, 2023.

AP Photo/Ted Shaffrey

The great Rolex recession is here: How the Fed crushed the luxury-watch boom

Tech Insider : Economy
Rolex Milgauss

Rolex

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