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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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