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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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MOST READ
  1. North America takes lead for new luxury store openings, New York regains top spot: report
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  3. ‘Affluent India’ population to grow to 100 million by 2027: report
  4. Podcast: How rapidly evolving luxury consumer behavior is impacting real estate 
  5. AI engines replacing search as starting point for affluent travel research: report 
  6. Global superyacht industry turns into $62B economic force with influence beyond tourism: report
  7. 6 days left! Registered for the Luxury Women Leaders Summit New York?
  8. How did Patek Philippe build an Instagram following of nearly 2M in five years?
  9. Why luxury brands are monetizing proximity — and risking symbolic dilution in the process
  10. Only 2 days left! Register now for Luxury Roundtable's real estate summit


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