In May earlier this year, riot police were called to ensure security at Swatch stores from Paris to Mumbai when violence often erupted as queues of people stretched around the streets. The object of their frenzied desires was a €370 bioceramic pocket watch.
The Royal Pop — the first time Audemars Piguet has let the Royal Oak design out of its own factory — turned people who had never owned a mechanical watch into speculators overnight. Within hours, resale sites were carrying listings above €7,400. Bad bet. Two months later, several models were selling for less than the €370 Swatch asks in store.
