Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

Source: Business Insider

Audemars Piguet launched a pocket watch collection with Swatch, and fans lost it. Beata Zawrzel/NurPhoto via Getty ImagesThe launch of the Audemars Piguet x Swatch collection unraveled into global chaos on Saturday. Fans had to endure long queues, fistfights, and even tear gas deployment to cop the $400 watches.