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In The Media

Swatch x Audemars Piguet, $400 Rug Pull

by Larry Chiang on May 20, 2026


•  Kai_xbt shares a video clip of Threadguy recounting the chaotic Swatch x Audemars Piguet “Royal Pop” drop in NYC, where 600-700 people camped for days amid drinking, weed, and rowdy scenes expecting limited $400+ watches.
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•  Swatch shut down the store without sales despite visible massive demand, leading Threadguy to call it a “complete rug” and safety risk, as frustrated fans on multi-day benders posed more danger than fulfilling the drop.image1.jpeg
•  The event mirrors hype culture from sneakers and streetwear but exposed poor planning by Swatch for their accessible AP-inspired collab, with similar crowd chaos reported at other locations involving police and line rushing.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

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