Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

Audemars Piguet launched a pocket watch collection with Swatch, and fans lost it. Beata Zawrzel/NurPhoto via Getty Images The launch of the Audemars Piguet x Swatch collection unraveled into global chaos on Saturday. Fans had to endure long queues, fistfights, and even tear gas deployment to cop the $400 watches. Brand and watch experts said Audemars Piguet was walking a fine line with the tumult. Zerxes Wadia's Saturday morning started feeling like a side quest gone horribly wrong when he ...