Let me explain what just happened with the Swatch x AP collab…
People camped outside stores for 8 days to buy them.
The watch retails for $400. It’s reselling for $910 right now.
That’s $510 profit. Sounds good right?
Now do the math. 8 days is 192 hours.
$510 divided by 192 hours is $2.65 an hour…
That is below minimum wage in every single state in America.
Now here’s the part nobody is talking about…
Swatch has no supply limit on this watch. They’re going to make millions of them. In one week you’ll be able to walk in the store and buy one for $400.
People camped on a sidewalk for 8 days to make below minimum wage on a product that’s going to be available everywhere within a few days…
This is what reselling has become.
The Swatch x AP Royal Pop collection unveiling
8 pocket watches, bioceramic colors just like the Omega and Blancpain collabs
2 variations
Lepine: hour and minute
Savonette: additional seconds
Price starts at
Lepine: 385€ - 400$ - 350 CHF
Savonette: 400€- 420$ - 375CHF
Who’s getting one?