Source: NYT > Business
Swatch's collaboration with Audemars Piguet created such intense foot traffic that the brand had to shutter locations to manage demand—a striking reversal for a mass-market watchmaker that typically relies on steady store operations. Scarcity-driven luxury positioning generates disproportionate consumer frenzy, even among demographics far removed from traditional haute horlogerie. Heritage-brand collaborations now function as cultural events that transcend product utility. The operational chaos exposed a gap between retail infrastructure and viral demand: digital hype translated to real-world bottlenecks that forced brands to actively limit access rather than maximize sales.