"To ensure the safety of both our customers and our staff in Swatch stores, we kindly ask you not to rush to our stores in large numbers to acquire this product."
On Saturday, Swatch launched the Royal Pop Collection, a collaboration with luxury watchmaker Audemars Piguet. The collection, priced between $400 and $420 (approximately £335), consists of eight designs based on Audemars Piguet's Royal Oak design and Swatch's 1980s POP line. High demand led to large crowds gathering at multiple store locations worldwide, resulting in numerous store closures due to safety concerns.
Closures and Disruptions
Swatch closed dozens of stores globally on the launch day. The company stated that closures were made "in accordance with our security staff and local authorities to ensure a safe environment for everyone." Affected locations included stores in the United States, Canada, England, France, Switzerland, Singapore, and the United Arab Emirates.
United States
In the U.S., at least 19 Swatch stores closed on Saturday. Confirmed affected locations include:
- Soho, New York
- Times Square and Manhattan, New York
- Roosevelt Field mall, Long Island, New York
- Cherry Creek Shopping Center, Denver, Colorado
- Houston Galleria, Texas
- Lenox Square, Atlanta, Georgia
- King of Prussia, Pennsylvania
- Oakbrook Center, Chicago, Illinois
- Somerset Collection, Troy, Michigan
At the Roosevelt Field mall in Long Island, police responded to a disturbance around 1:40 a.m. after store employees called. Several arrests were made at that location. Reports indicate pepper spray was deployed, though police could not confirm its use. At least one arrest was reported in New York.
At the Cherry Creek Shopping Center in Denver, police responded to a disturbance at approximately 7:35 a.m. The mall was cleared, and no arrests were made. Social media videos showed large crowds at the mall.
In Atlanta, police blocked mall entrances. At the Oakbrook Center in Chicago, the store had not received shipment and posted a closure notice; employees were escorted out.
At the Somerset Collection mall in Troy, Michigan, police estimated hundreds of attendees gathered as early as 4:30 a.m. Two individuals were cited for trespassing after refusing to leave when asked by mall security. Troy Police requested mutual aid from surrounding law enforcement agencies. Swatch canceled the release event at that location.
United Kingdom
In London, the Westfield London store closed for the day after more than 50 people gathered. Police were also called to Carnaby Street within 30 minutes of opening.
Singapore
The Swatch store at VivoCity closed before opening due to overwhelming crowds.
United Arab Emirates
Sales were cancelled at the Dubai Mall and Mall of the Emirates locations.
India
Authorities in New Delhi and Mumbai prevented store openings, citing insufficient crowd control. Videos showed crowd members shouting.
Canada
Store closures were reported in Canada.
Statements from Swatch
Swatch released several statements regarding the launch:
"Today’s Bioceramic Royal Pop Collection launch saw extraordinarily high demand. Some of our stores had to be closed in accordance with our security staff and local authorities to ensure a safe environment for everyone."
"The Royal Pop Collection will remain available for several months."
Swatch stated that in some countries, queues exceeding 50 people were not permitted, and sales could be paused under those conditions.
It is unclear when affected stores will reopen. A sign at the Cherry Creek Shopping Center in Denver indicated the store would remain closed on Sunday. Swatch did not respond to inquiries about reopening dates.
Background and Resale Market
Audemars Piguet watches typically sell for tens of thousands of dollars. The collaboration generated high demand for the affordable $400 edition. This launch mirrors the 2022 MoonSwatch launch, which caused similar disruptions.
By Sunday afternoon, some watches were listed on resale websites for thousands of dollars. Individual buyers reported purchasing the watch for £335 and reselling it for "just over £1,000." Online listings have shown prices up to $15,000 for a single unit.