Swatch x AP frenzy: Genius marketing or luxury brand risk?

The frenzy over Swatch and Audemars Piguet’s (AP) viral collaboration sparked overnight queues and scuffles outside stores worldwide over the weekend. Resale prices have soared since then, some as high as tenfold. But is such hype good for brands in the long run? Luxury strategist Daniel Langer says while the collaboration has generated massive buzz, it could ultimately dilute AP’s exclusivity and brand equity. The CEO of luxury brand strategy firm Equite tells CNA’s Asia First that scarcity and desirability are at the heart of luxury, and warns that “democratising” an exclusive brand may not translate into long-term gains.

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