Audemars Piguet Draws 10 Times Annual Web Traffic in 1 Day on Swatch Tie-Up
Updated
Updated · Bloomberg · May 26
Audemars Piguet Draws 10 Times Annual Web Traffic in 1 Day on Swatch Tie-Up
4 articles · Updated · Bloomberg · May 26
More than 10 times Audemars Piguet’s usual annual website traffic hit in a single day after the Swiss watchmaker launched a pocket watch with Swatch, CEO Ilaria Resta said.
The surge followed the debut of the collaboration, which Resta described as generating an overwhelming response for the luxury brand.
The spike underscores how a mass-market partnership with Swatch can sharply expand reach for a high-end watchmaker beyond its normal audience.
By partnering with Swatch, is Audemars Piguet saving watchmaking's future or selling out its prestigious past?
After the Royal Pop's success, which iconic luxury brand will be next to join the 'accessible luxury' trend?