The Catastrophic Swatch x Audemars Piguet Launch Was Entirely Predictable and Utterly Avoidable
The note from the communications team then, quite remarkably, lists some stats in an attempt to paint the launch in a positive light, as opposed the retail bin-fire it seemingly was: “We have received millions of clicks on our website. This new collaboration is literally making social media explode, with over 6 billion views within one week; by now, it is already 11 billion. All in all, the Royal Pop Collection is captivating the entire world, not least because the Royal Pop is, quite surprisingly, not a wristwatch.”
Audemars Piguet seems unhappy with how Swatch has handled the launch of its collaboration on the Royal Pop. AP told WIRED that “we understand the questions around the Royal Pop launch experience. As retail operations are handled by Swatch and their local teams, Swatch is best placed to comment on the operational handling of the launch. From AP’s perspective, safety and a...
Copyright of this story solely belongs to wired.com. To see the full text click HERE
