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Columns

Why luxury brands are monetizing proximity — and risking symbolic dilution in the process

May 20, 2026

Audemars Piguet's collaboration with sibling Swatch brand for the Royal Pop Bioceramic Collection drew long lines outside Swatch stores and led to some shop closures over unruly behavior by fans. Image credit: Audemars Piguet, Swatch Audemars Piguet's collaboration with sibling Swatch brand for the Royal Pop Bioceramic Collection of pocket watches drew long lines outside Swatch stores and led to some shop closures over unruly behavior by fans. Image credit: Audemars Piguet, Swatch

 

By Abhay Gupta

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NEW INTELLIGENCE

MOST READ
  1. North America takes lead for new luxury store openings, New York regains top spot: report
  2. Call for nominations: Luxury Marketer's Luxury Women Leaders to Watch 2027 
  3. Podcast: How rapidly evolving luxury consumer behavior is impacting real estate 
  4. The Hyderabad Paradox: Where India’s fastest-growing luxury demand has run ahead of its infrastructure
  5. US luxury homes still moving faster than a year ago across every tier: report
  6. Why luxury brands must pay attention to the branded residences opportunity: report
  7. Swiss luxury real estate sector likely to underperform overall market even as new price records are set: report
  8. 30 top execs to speak at Luxury Women Leaders Summit April 9
  9. Global luxury spending reaches $1.65 trillion in 2025 as experiences outpace tangible goods: report 
  10. Why 42pc of luxury brands are stuck in pilot purgatory


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