If you were standing in line a few weeks ago to buy the AP x Swatch watch in front of Dubai Mall or Mall of the Emirates, you might find today's situation of this watch a bit strange.

The same model that caused severe crowds, long nighttime lines, and viral videos on social media is now being sold easily with just a few online clicks; and with instant delivery in less than 15 minutes.

But there is one big difference; the price.

This watch, which had an initial price of about 1,530 dirhams, is now listed on some online platforms in the UAE for nearly 12,500 dirhams; a figure that has taken the buying frenzy and resale market to a new level.

During the first week of release, the atmosphere in Dubai resembled more of a concert or the launch of an ultra-limited product. A large crowd gathered in front of the stores, lines at shopping centers grew long, and there were even reports that part of the launch events were halted due to crowd control issues.

The hype of this collaboration between AP and Swatch quickly transcended the world of watches and entered internet culture; a place where many, whether for a genuine interest in design or just to show off and be trendy, sought to buy it.

Now, there’s no more running between stores or holding a place in line; just a payment of a few thousand dirhams and a few minutes of waiting for order delivery is enough.

Source: Lavin