The Royal Pop Watch Frenzy: A Case Study in Marketing Gone Wrong The recent launch of Swatch's Royal Pop watch collection has sparked a global frenzy, with stores closing and police called in to manage unruly crowds.
At first glance, it seems like just another example of the luxury goods craze, where limited edition products create a sense of exclusivity and drive sales through scarcity.
Swatch partnered with Audemars Piguet (AP), two Swiss watchmakers with decades long histories.