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A $400 Swatch Watch Drove Crowds Into a Frenzy — And Forced the Company to Close Stores Worldwide

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May 18, 2026
A $400 Swatch Watch Drove Crowds Into a Frenzy — And Forced the Company to Close Stores Worldwide A $400 Swatch Watch Drove Crowds Into a Frenzy — And Forced the Company to Close Stores Worldwide

Swatch’s Royal Pop collaboration with Audemars Piguet turned a $30,000 luxury watch into a $400 pocket watch. Crowds stormed the stores.

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