For the last few weeks, every fifth reel seemed to feature a leaked render of the upcoming Swatch x Audemars Piguet collaboration: the ‘Royal Pop’ launch.
AI-generated mock-ups flooded TikTok, Reddit, watch forums and group chats. As a watch enthusiast, I too found myself stopping on the concocted Bioceramic Royal Oaks, Neon Royal Oaks and all other renditions in-between.
Entire fantasy collections that never existed, and yet somehow, they became real in the minds of consumers. That is what makes this one of the most fascinating marketing case studies of the year.
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