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The right mix of novelty, accessibility and scarcity helped the tie-up break through the noise and go viral, even boosting Swatch’s share price.
Five days before its official launch, folding chairs and sleeping bags already appeared outside Swatch boutiques, occupied by fans eager to secure the “Royal Pop” — a $400 pocket watch co-created by Audemars Piguet that has become the most unlikely object of desire in the horological world.
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