Swatch closed its stores in the UK and parts of Europe and the US this weekend after the launch of a limited-edition watch caused chaotic scenes. The Royal Pop timepieces, made in collaboration with luxury watchmaker Audemars Piguet, sparked overnight queues and scuffles as shoppers rushed to buy the £335 watches.
In the UK, police were called to stores in Manchester, Cardiff, Birmingham, Liverpool, and Sheffield. A dispersal order was issued in Birmingham, a man was arrested in Cardiff, and police dogs were deployed at London's Battersea Power Station and Westfield shopping centres. Footage showed people forcing past security in Battersea, and a fight reportedly broke out at Manchester's Trafford Centre.
Swatch kept its Manchester and Liverpool stores closed on Sunday, citing safety concerns. In Paris, police fired teargas to control a crowd of 300 outside a Swatch shop, where a metal shutter and security gates were damaged. A fight also broke out at a store in Milan, and police intervened in the Netherlands after hundreds gathered at a shopping centre near The Hague.
In New York, pushing and shoving occurred at the Times Square store. One queuer, John McIntosh, who had waited since Wednesday, said he planned to resell the $400 watch at a huge mark-up. By Sunday, watches were listed on eBay for up to £3,000, while Audemars Piguet watches typically cost over £15,000.
Swatch later urged customers not to rush to stores, stating the Royal Pop collection would remain available for several months. The company warned that queues of more than 50 people would not be accepted and sales may be paused to ensure safety.
