Swatch has been forced to close stores across the United Kingdom and around the world after the launch of a limited edition watch collection sparked chaotic scenes, including brawls and police interventions. The collaboration with luxury watchmaker Audemars Piguet, known as the Royal Pop Collection, saw shoppers queuing overnight and camping for days to purchase pocket watches priced from £335, a fraction of the cost of regular Audemars Piguet models that can reach £100,000.
Chaos on High Streets
Police were called to multiple locations, including the Trafford Centre in Greater Manchester and Cardiff's St David's 2 shopping centre. Greater Manchester Police stated: "Officers attended and alongside security staff dispersed a large number of people who were inside the centre." In New York, one shopper described the scenes as "like a mosh pit," while videos from Milan, Italy, showed shoppers brawling with security guards outside a Swatch shop.
Resellers Cash In
Resellers have been quick to capitalise on the frenzy, listing limited edition watches online for up to £16,000. A New York reseller reported selling one watch for $4,000 after purchasing it for $400. The high demand and limited supply have driven prices skyward on secondary markets.
Store Closures and Safety Concerns
Swatch closed stores in Liverpool, Manchester, Birmingham, Sheffield, Glasgow, and Cardiff on Saturday, citing "safety considerations for both our customers and our staff" in a Facebook post. The company assured fans that the Royal Pop Collection would remain available for several months and urged them not to rush stores in large numbers.
Collaboration Background
The Audemars Piguet x Swatch Royal Pop Collection features pocket watches that mimic the design of Audemars Piguet's iconic Royal Oak model but at a significantly lower price point. The collaboration aimed to make luxury watch design accessible to a broader audience, but the overwhelming demand led to unexpected disorder.
Swatch has not yet announced when the affected stores will reopen. The company is working with local authorities to ensure safe shopping environments in the future.
