Modern & Affluent

Consumer Frenzy

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Massive crowds surge towards a Swatch store entrance, causing chaos and leading to its closure during the Audemars Piguet collaboration launch.
The Portfolio

Audemars Piguet Swatch Launch Chaos Shuts Stores Worldwide

Imagine the scene: Swatch stores across the UK, Europe, and the US, besieged by crowds so fervent they had to close their doors on May 16.

Olivier Dubois·May 18, 2026