Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

• The launch of the Audemars Piguet x Swatch collection unraveled into global chaos on Saturday.
• Fans had to endure long queues, fistfights, and even tear gas deployment to cop the $400 watches.
• Brand and watch experts said Audemars Piguet was walking a fine line with the tumult.

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blockquote> View this post on Instagram In an era when consumers are on the hunt for small luxuries, companies are relying on limited-edition drops to boost their street cred — even if it means long lines and scuffles.

Joshua Ganjei, the CEO of Boston-based watch retailer European Watch Company, said the commotion during Saturday’s launch was unfortunate, but drove a lot of coverage toward Audemars Piguet.

“I’m sure AP is quietly very pleased with how the whole thing unfolded,” Ganjei said.