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

Malaysia bans Swatch's pride watches as the nation cracks down on LGBTQ+ community.

Tech Insider
The Swatch pride collection includes six watches representing six colors of the rainbow, red, orange, yellow, green, blue, and purple
Malaysia is banning the sale and possession of all pride-themed Swatch products and packaging.

Swatch

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