The return of the pocket watch by Swatch and Audemars Piguet is a desperate attempt to revive an outdated relic.

Some might argue that this collaboration is a smart play on nostalgia and luxury branding. By tapping into an older generation's love affair with mechanical watches, they're creating buzz around heritage craftsmanship in the digital age. But let’s be real: are people really going to carry pocket watches when smartphones do so much more?

The risk is that this could alienate younger consumers who see no value or utility in such a throwback.

This move could backfire if it's seen as out-of-touch. In the long run, sticking with traditional watchmaking might limit Swatch and Audemars Piguet’s ability to innovate in an increasingly tech-driven world.

Expect a polarized response: die-hard collectors will love this throwback move while mainstream consumers may see it as irrelevant at best—and gimmicky at worst. The real question is whether the allure of nostalgia can overcome practicality and relevance today. So, who's still carrying around pocket watches?