The launch of the Swatch x Audemars Piguet Royal Pop collection descended into chaos in cities around the world on May 16. Heaving crowds also stopped some stores from opening their doors and prompted pleas for calm. Here in Singapore, long queues formed outside Swatch stores at Ion Orchard and Marina Bay Sands as early as Friday afternoon. How do such collaborations benefit these brands – luxury and otherwise? Does it risk diluting the brand? Andrea Heng and Hairianto Diman speak withSonja Prokopec,Professor of Luxury Brand Management and Associate Dean of Faculty, ESSEC Business School in Singapore to find out. She's also currently a visiting professor at Georgetown University.

The launch of the Swatch x Audemars Piguet Royal Pop collection descended into chaos in cities around the world on May 16. Heaving crowds also stopped some stores from opening their doors and prompted pleas for calm. Here in Singapore, long queues formed outside Swatch stores at Ion Orchard and Marina Bay Sands as early as Friday afternoon. How do such collaborations benefit these brands &ndash; luxury and otherwise? Does it risk diluting the brand? Andrea Heng and Hairianto Diman speak with Sonja Prokopec, Professor of Luxury Brand Management and Associate Dean of Faculty, ESSEC Business School in Singapore to find out. She's also currently a&nbsp;visiting professor at Georgetown University.

The best interviews from CNA938 on Singapore news, current affairs, health, entertainment and money.

The best interviews from CNA938 on Singapore news, current affairs, health, entertainment and money.

CNA938 Rewind

The best interviews from CNA938 on Singapore news, business updates, entertainment and food.

The best interviews from CNA938 on Singapore news, business updates, entertainment and food.