People Lined Up at 5am for a $560 Swatch That Is Not Limited

Shane Hewitt and The Nightshift · May 22, 2026 · 8m

Swatch watch was born in 1983. In 2026, people are lining up at 5am at malls across Canada to buy one they could just wait for.

The Swatch collaboration with Audemars Piguet produced a $560 Canadian pocket watch. It is not limited. More are coming. On eBay, someone listed one for 3,000 British pounds. At Chinook Mall in Calgary, people showed up at 5am. The Swatch store was one of only 22 worldwide to receive the release.

The diagnosis on air: FOMO. People are conditioned to assume scarcity even when none exists. The Swatch x Audemars Piguet is genuinely cool, described as what happens when…