Violent scenes erupted across Britain, Europe and the United States this weekend following the launch of Swatch's latest limited-edition watch, which triggered overnight queues, mass crowd surges and police interventions. Thousands of eager shoppers camped outside stores for days in the hope of securing one of the £335 'Royal Pop' watches, a collaboration between Swatch and luxury brand Audemars Piguet.
The frenzy quickly descended into chaos, with fights breaking out, police dog units deployed and stores forced to shut their doors after crowds overwhelmed security staff. In Britain, disturbances were reported in London, Cardiff, Birmingham, Manchester, Liverpool and Sheffield as fans scrambled to get their hands on the colourful timepieces, which are already being resold online for thousands of pounds.
Footage shared on social media appeared to show crowds barging past security barriers outside the Swatch store at Battersea Power Station in London shortly before opening time on Saturday morning. Police and dog handlers were later deployed at both Battersea and Westfield shopping centres after crowds refused to disperse following the cancellation of launches. Before Sunday morning, a sign was seen taped to the front of the Westfield London shop confirming the watch would not be on sale at that location this weekend. The notice read: 'Swatch x AP will not be on sale in Wite [sic] City this weekend'. In London's Battersea Power Station, police arrived with K9s after crowds stormed past security guards toward the shop, with claims that fights broke out. Swatch later announced that all stores in London, as well as those in Liverpool, Birmingham, Sheffield and Glasgow, would not open.
At Manchester's Trafford Centre, witnesses reported scuffles as large crowds surged toward the store, with video showing prospective buyers jostling in packed queues, some clutching folding chairs after camping overnight. Swatch later confirmed its Manchester and Liverpool stores would remain closed for a second consecutive day on Sunday. 'In light of safety considerations for both our customers and our staff, Manchester store will be closed for the day,' the company said in a statement posted to Instagram.
In Cardiff, chaos broke out in the city centre after hundreds of shoppers descended on a shopping centre before opening time. Video from the scene showed crowds surging forward as doors opened, with people falling over one another in a frantic attempt to get inside. South Wales Police were called after reports that around 300 people had gathered outside the store. A 25-year-old man was arrested during the disorder and handed a dispersal order banning him from returning to the city centre for the rest of the day. Witnesses described 'absolute carnage' as overwhelmed security staff struggled to contain the crowds.
In Birmingham, police imposed a dispersal order following similar scenes as hundreds gathered outside the Swatch store. Many customers who had queued through the night were left furious after staff announced via loudspeakers that stores would not open due to safety concerns. One announcement heard outside Westfield reportedly told shoppers: 'Unfortunately the Swatch store will remain closed for the entire day. This is 100 per cent confirmed. Could you please leave by the nearest exit. Thank you.'
The mayhem was not confined to Britain. In Paris, officers reportedly fired teargas to control a crowd of around 300 people outside a Swatch store after metal shutters and security gates were damaged. The limited edition pocket watches are on sale for £335, and the watch is already being pre-sold on websites such as eBay for quadruple the price. French police sources claimed stores had underestimated the level of security required for the launch.
In Milan, Italy, fights reportedly broke out outside a Swatch store at opening time, while in the Netherlands police intervened at a shopping centre near The Hague after hundreds of people gathered outside another branch. Dutch authorities said the atmosphere had become tense, with arguments breaking out among frustrated customers after the store failed to open. Swatch stores in Amsterdam and Utrecht also remained shut on Sunday, with no indication of when they would reopen.
The frenzy also spread to the United States, where crowds packed outside the Swatch store in Times Square, New York. John McIntosh, who had queued since Wednesday, described the disorder at the opening as 'like a mosh pit'. McIntosh admitted he hoped to flip the watch for a profit almost immediately after purchase. Another customer, who gave his name as Mac, said he spent five days waiting in line before finally getting inside. 'It was pretty hectic … it's nasty, but I was able to get in,' he said. 'Retail for them is about $400 – I sold one just now for $4,000.' A buyer named Benny said he skipped the queues altogether and paid vastly over the odds for one of the sought-after watches. 'It's basically $2,000 over retail, but you can't get an AP [Audemars Piguet] for less than $2,000, so I think it was a steal,' he said. 'I'd rather pay a premium than come out and get it.'
By Sunday afternoon, some UK sellers had already listed the watches online for as much as £3,000 – despite the official retail price being just £335. The collaboration has generated extraordinary demand because Audemars Piguet watches typically cost more than £15,000, making the Swatch version the closest many collectors can get to owning one of the luxury brand's famous designs.
As criticism mounted over the scenes outside stores, Swatch urged customers not to 'rush' to branches in large numbers. '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. The Royal Pop collection will remain available for several months. In some countries, queues of more than 50 people cannot be accepted, and sales may need to be paused.' Swatch has been approached for comment.
