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Swatch x Audemars Piguet Collab Stirs Frenzy
Posted
May 18, 2026
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May 18, 2026
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1:51Now PlayingAfter queuing for days to get their hands on the new Audemars Piguet-Swatch collaboration, fans on Saturday finally got their chance, but heaving crowds stopped some stores from opening their doors and prompted pleas for calm. Bloomberg's Chris Rovzar explains. #swatch
The launch of the Audemars Piguet-Swatch collaboration was canceled at some stores due to crowd safety concerns, with heaving crowds and pleas for calm.
Swatch shut nearly 20 stores throughout the US and canceled events in the UK, France, and other locations, citing public safety considerations and asking customers not to rush to stores.
The collaboration features a pocket watch that can also be worn as a pendant, bag charm, or desk clock, with companies gearing up to produce straps as demand to wear it on the wrist surges.
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