Swatch Stores Close Globally After Chaotic Product Launch
Swatch, the Swiss watchmaker, has temporarily closed several stores worldwide due to safety concerns following the launch of its limited-edition Royal Pop watches in collaboration with luxury brand Audemars Piguet. The $400 timepieces, which went on sale May 16, 2026, sparked aggressive crowds, long queues, and even physical altercations at retail locations.
Safety Concerns Prompt Closures
In a statement on social media, Swatch urged customers not to rush to stores in large numbers, emphasizing the need to ensure the safety of both customers and staff. The company noted that the Royal Pop Collection would remain available for several months, and that queues exceeding 50 people would not be accepted, with sales potentially paused in some countries.
Incidents Around the World
Videos on social media showed chaotic scenes outside Swatch stores. In New York City, police used pepper spray on a crowd, and at least one person was arrested, according to the New York Times. In France, authorities fired tear gas at a crowd of about 300 people outside a Swatch store near Paris, while four individuals were reportedly punched outside a store in Lille, as reported by AFP. A brawl also erupted outside a Swatch store in Milan, Italy, captured in a viral video.
The Royal Pop Collaboration
The Royal Pop is a limited-edition release featuring eight pocket watch designs inspired by Audemars Piguet's high-end Royal Oak watches, which can cost up to $30,000. This marks the first collaboration between Swatch and a brand outside the Swatch Group umbrella, following previous partnerships with Omega and Blancpain. The watches retail for $400 (approximately £335), but resale prices online have soared to as high as £16,000.
Comparison to Previous Launches
Swatch acknowledged that similar issues occurred during the 2022 launch of its MoonSwatch collaboration with Omega. The company noted that long lines and insufficient organization by shopping centers contributed to the chaos. Swatch expressed confidence that, as with the MoonSwatch, the situation would normalize after the initial launch day, especially after reiterating that the Royal Pop collection would be available for several months.
