The Swatch Group pulled another rabbit from the hat this week with the announcement of a collaboration between Swatch and Audemars Piguet’s bestselling Royal Oak. It plans to unveil it next week, on May 16, just days after Swatch Group’s annual shareholders’ meeting on May 12.
It’s great for Swatch Group. It will bring a much-needed boost to sales, but what does it bring Audermars Piguet? The Royal Oak is one of the most desirable and well-known watches partly because it’s so difficult to get. You have to know someone, or wait for years while you’re on a list, or pay extra for it on the secondhand market.
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