Chaos has erupted at Swatch stores nationwide as massive crowds of fans lined up to purchase the brand's collaboration with luxury watchmaker Audemars Piguet, resulting in fights, altercations, and arrests. The highly anticipated Royal Pop line, released on Saturday, features eight distinct watch variations in shades of pink, white, deep green, mint green, light blue, yellow, black, and navy, all priced between $400 and $420.
This price point is significantly more affordable than a typical Audemars Piguet Royal Oak design, which can range from approximately $36,600 to $112,700, according to Chrono24. As of Saturday, at least 17 stores had been closed across the United States 'in view of public safety considerations,' Swatch announced on Instagram. Affected stores included locations in California, Florida, New York, Texas, and Michigan, according to the watch company.
Houston Store Incident
In Houston, more than one hundred people had waited for the collaboration before the Swatch store at The Galleria shopping mall abruptly closed. Hriday Patel, who arrived with his friends around 4 a.m. on Saturday, reported witnessing fights break out within the first three hours. 'You would think the Galleria, for such a hyped up thing... you would get at least four or five people to watch the line or put up a barricade,' Patel told the Houston Chronicle. 'They didn't do anything.'
A store employee, who chose not to disclose her name, announced the closure, stating that the 'crowd [was] getting intense,' as captured in video footage by the Houston Chronicle. 'Due to the safety of our staff and you guys, we have to shut down the store today,' she said.
Local residents in line described violence and disputes erupting among the massive crowd. Edric Gray recounted having 'several altercations' with an individual who arrived late and attempted to cut in line. The newcomer moved dozens of chairs to the back, replaced them with his own, and chained them to a metal pole. However, when he stepped away, others cut the chain and returned the chairs to their original positions. 'It got very aggressive,' Gray told the outlet.
Another local, Cy Hargrove, who was approximately 120th in line and had been waiting since Thursday to purchase a watch for his mother, expressed disappointment. 'It's a little disappointing,' Hargrove said. 'If I could've snuck my way into the front, I might have gotten a watch.'
Arrests in Texas and Michigan
Elsewhere in Texas, three people were arrested for criminal trespassing at a Swatch store in Austin's The Domain mall, as reported by CBS Austin. Austin police were initially called to the store after a group arrived around 4 a.m. and began fighting in anticipation of the 10 a.m. opening. Law enforcement repeatedly asked people to disperse and warned that those who did not leave would be arrested. Three individuals were taken into custody when they failed to comply. No injuries were reported, and the scene was cleared by 8 a.m., according to law enforcement.
In Troy, Michigan, approximately 30 minutes north of Detroit, police were called to the Swatch store at the Somerset Collection as hundreds of customers lined up around 4:30 a.m., according to the Detroit Free Press. The Troy Police Department requested assistance from surrounding police agencies to manage the crowd. Two people received citations for trespassing after refusing to leave when instructed by police.
New York City Chaos
The chaos extended to New York City, where at least one person was taken away in handcuffs at the Times Square store, according to the New York Post. 'This is a total s*** show,' John McIntosh, 44, told the outlet. 'Since Wednesday morning there was no line, just a mob scene, like a mosh pit.'
Swatch's Response
On Saturday, Swatch acknowledged across their social media channels that the launch 'saw extraordinarily high demand.' The company added, 'Some of our stores had to be closed in accordance with our security staff and local authorities to ensure a safe environment for everyone.' Swatch also reminded customers that 'the Royal Pop Collection is not a limited edition' and urged them to 'not rush to our stores in large numbers' to purchase the watch.
However, some individuals attempting to buy the watch sought to profit from resales. As of Saturday, the watch was already being resold online for up to nearly $8,500. Swatch noted that lines of more than 50 people would not be accepted 'in some countries' and that sales of the collaboration might need to be paused.
International reports of chaos at Swatch stores have also emerged from Switzerland, France, and England. The Daily Mail has contacted Swatch for further comment.
