Home The Swatch x AP Craze, Explained The Swatch x AP Craze, Explained By -Edward Lance Lorilla May 16, 2026 0 What's Really Happening in Luxury Right Now; Why Can’t Sneaker Brands Let Go of Nostalgia? BoF DAILY DIGEST ADVERTISEMENT WHAT YOU NEED TO KNOW TODAY: SATURDAY, MAY 16, 2026 The right mix of novelty, accessibility and scarcity helped Swatch’s Audemars Piguet collaboration go viral. This week on The BoF Podcast, Luca Solca and System Magazine editor Jonathan Wingfield break down luxury’s new paradigm of unpredictability. Sneaker brands keep reissuing old styles, but selling nostalgia isn’t enough, argues Mike Sykes in The Kicks You Wear newsletter. In Full Coverage, Priya Rao explores why political ambiguity is a popular marketing tactic for brands today. Plus, as a registered member of our community, you have one free BoF Professional article each month. Click below to unlock any members-only story. TOP STORIES LuxuryHow Swatch and Audemars Piguet Defied Collaboration Fatigue By Cathaleen Chen The right mix of novelty, accessibility and scarcity helped the tie-up break through the noise and go viral, even boosting Swatch’s share price. READ MORE LuxuryThe BoF Podcast | What’s Really Happening in Luxury Right Now By Imran Amed In their regular conversation with System Magazine, Imran Amed and Bernstein’s Luca Solca cut through the noise on Chanel’s frenzy, Gucci’s work-in-progress reset and why the industry can no longer plan beyond the next quarter. READ MORE SportsWhy Can’t Sneaker Brands Let Go of Nostalgia? By Mike Sykes Reebok’s upcoming reissue of a mid-2000s shoe is a symptom of a bigger problem in the sneaker industry: its dependence on nostalgia. READ MORE BeautyBeauty Is Inherently Political. In 2026, That’s a Problem. By Priya Rao This week, Priya Rao goes into it all: apolitical beauty brands, Armani sale rumours, Skky Partners’ undoing and more. READ MORE BoF PROFESSIONAL Join now and enjoy your first 14 days for just $/£/€1. START TRIAL ADVERTISEMENT Guccicore Fashion Show Stay tuned for the fashion show live from New York on May 16 at 9 p.m. EDT. Discover more Facebook Twitter Whatsapp Newer Older
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