Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

Audemars Piguet is walking a fine line between cheapening its brand and riding a lucrative hype train

Beata Zawrzel/NurPhoto via Getty Images

Zerxes Wadia's Saturday morning started feeling like a side quest gone horribly wrong when he realized he was competing with a horde of relentless people, all angling for a chance to cop a watch.

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