Chaos in the Luxury Watch Market: A Case Study in Excess The recent launch of Swatch's collaboration with Audemars Piguet has sparked chaos across the globe, with crowds descending upon stores and overwhelming staff.
Swatch CEO Nick Hayek Jr sees the crowds as a positive sign, proof that his company is doing something right.
The Royal Pop timepiece, which combines Swatch's pop art style with Audemars Piguet's octagonal bezel, has proven to be a recipe for disaster.