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The Chaotic Swatch x AP Royal Pop Launch Was Entirely Predictable and Utterly Avoidable

Posted on May 18, 2026
By Wired
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1 min read

The Chaotic Swatch x AP Royal Pop Launch Was Entirely Predictable and Utterly Avoidable

Experts tell WIRED how Swatch could and should have foreseen issues with the launch of its highly-anticipated Royal Pop collaboration with Audemars Piguet, and introduced staggered collection windows, online sales, or digital ticketing.