(Photo Credit : Reuters)
1 / 8Unruly Scenes at Swatch Launch: Swatch’s latest limited-edition collaboration with Audemars Piguet led to mayhem across Europe, the US, and the Middle East on Saturday as throngs of fans lined up outside stores for the “Royal Pop” collection. Long wait times, overcrowding, and safety issues prompted several stores to halt operations, while police intervened at different locations when tensions flared among eager customers.
(Photo Credit : Bloomberg)
2 / 8Police Use Tear Gas Near Paris: In France, hundreds lined up overnight in various cities for the launch. Authorities deployed tear gas outside a Swatch location near Paris to disperse a crowd of about 300 when disturbances erupted. Officials reported damage to a metal shutter and two security gates during the fracas. They noted that store management had not adequately prepared for the security needs of the event.
(Photo Credit : Reuters)
3 / 8Violence Erupts: Similar incidents occurred in various European cities. In Milan, local news footage captured a skirmish outside a Swatch store that opened on Saturday. In the Netherlands, police intervened at a mall near The Hague after crowds amassed outside a store. Authorities characterized the environment as tense, with disputes occurring prior to the outlet’s decision to remain closed and ask patrons to vacate the area.
(Photo Credit : Reuters)
4 / 8Stores Remain Closed: Following the unrest, multiple Swatch outlets across Europe stayed shuttered. Locations in Amsterdam and Utrecht did not open, while Westfield Mall of the Netherlands announced that the launch of the Audemars Piguet collaboration had been canceled and the store would remain closed for the weekend. Additional closures occurred in London and six other UK cities due to safety concerns, with stores also closed in Lyon, Lille, Deauville, and Rennes in France.
(Photo Credit : Reuters)
5 / 8Large Gatherings in New York: Significant crowds also gathered at the Swatch store in Times Square, New York, where some individuals had been waiting for days. Customer John McIntosh, who queued since Wednesday, recounted instances of pushing and shoving as eager buyers tried to advance in line. Videos circulating online depicted extensive queues outside the store, along with reports of at least one arrest during the launch.
(Photo Credit : Bloomberg)
6 / 8Profitable Reselling: Many purchasers intended to resell the watches for profit rather than keeping them. The visually striking pocket watches were retailing between $400 and $420, but some were flipped within hours for thousands. One buyer reported selling a watch for $4,000 soon after acquisition, while another individual paid $2,400 above retail to avoid waiting in line.
(Photo Credit : Reuters)
7 / 8Launch Cancellation in Dubai: Swatch called off launches at Dubai Mall and Mall of the Emirates due to safety concerns regarding crowd control in the UAE. The brand later announced the closure of nearly 20 stores across the US, including sites in New York, Los Angeles, and Orlando. In an Instagram statement, Swatch asked customers to refrain from overwhelming stores in large groups and indicated that the watches would stay available for purchase over the upcoming months.
(Photo Credit : Reuters)
8 / 8Demand Surge Fueled by Hype: The Royal Pop collection showcases eight vibrant pocket-watch iterations of the Royal Oak design, which can also be worn as pendants, displayed as desk clocks, or used as bag charms. While some collectors expressed disappointment that the collaboration did not yield a wristwatch, the launch generated substantial online buzz and high resale activity. Analysts noted that the excitement spotlighted how luxury brands increasingly rely on high-profile collaborations and unconventional releases to captivate audiences and stimulate consumer interest.
