@awkquarian

while all of us think the AP x Swatch collab is just the brand trying to target a gen z audience, AP was actually solving multiple problems at once. the Royal Oak hype cycle is dead, over 90% of AP’s revenue still depends on one watch family, and Code 11.59 never became the play they hoped for. so instead of protecting exclusivity harder, they expanded the funnel. this Swatch x AP collab brings AP back into culture, created a new generation of aspirational buyers, revives secondary market hype and makes the brand feel relevant outside traditional watch circles again especially to a Gen Z audience. and honestly, hiring Ilaria Resta as CEO of Audemars Piguet is what made it all possible. she spent 20+ years at Procter & Gamble and used the same FMCG playbook that figured out how to sell Tide and Ariel from the same shelves to different audiences at different price points without killing the premium perception. they’re also donating all the money they make from this collab making this even more culturally iconic. do you know crypto brands that have actually used partnerships and collabs this well to win both customers and culture?

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