Swatch stores close as Royal Pop Collection sparks buying frenzy nationwide
Swatch stores across the U.S. faced chaos over the weekend as crowds rushed to buy the new Royal Pop Collection. At least 19 locations closed temporarily due to overwhelming demand and safety concerns. The watches, priced between $400 and $420, triggered long queues and disruptions in multiple cities. The Royal Pop Collection launched on Saturday, drawing massive crowds from the start. In Atlanta, police had to inform waiting customers that the watches were already sold out. Authorities assured shoppers that more stock would arrive later.
Videos from London, Atlanta, and Chicago showed lengthy queues and shuttered stores. Some locations had not even received their shipments before crowds gathered. In Chicago, police escorted employees out of a store after it failed to get its delivery.
Swatch U.S. called the response 'extraordinarily high demand' but stressed the collection was not a limited edition. The company urged customers to avoid rushing to stores in large groups. Despite the closures, officials confirmed the watches would remain available after the initial launch. The surge in demand led to temporary closures and police involvement at several Swatch outlets. The brand has not set a restocking timeline but expects the Royal Pop Collection to stay in production. Stores will reopen once safety conditions improve and stock levels stabilise.
