Chaos Erupts as Swatch's Royal Pop Watch Sparks Global Frenzy
Long queues formed outside Swatch stores worldwide as customers rushed to buy the new Royal Pop pocket watch. The limited-release item, a collaboration with luxury brand Audemars Piguet, sparked chaos in several cities over the weekend. Some stores closed temporarily due to overwhelming demand and safety concerns. The Royal Pop watch, priced at around $400, became an instant hit when it launched in physical stores only. Unlike most Swatch products, it was not sold online, forcing buyers to wait in line. In London, New York, and Singapore, all-night queues snaked outside shops, with some customers hoping to resell the watch for thousands on sites like eBay.
By Monday, the crowds had thinned as stock ran out, though Swatch insisted there was no shortage. The company promised new shipments soon, but frustration grew in some locations. In Milan, a fistfight broke out among waiting shoppers, while in Paris, police used tear gas to disperse unruly crowds. Similar scenes unfolded in other French cities, where officers deployed tear gas grenades to restore order. Swatch stores across the UK, including those in London, shut their doors over the weekend. Officials cited safety risks from the large gatherings. Critics suggested the brand either misjudged demand or deliberately created hype to drive sales and resale profits.
The Royal Pop’s launch led to store closures, police interventions, and clashes among buyers. While Swatch maintains the watch remains in stock, the initial rush left many customers empty-handed. Resale prices online continue to climb far above the original retail cost.
