Swatch Stores Shut Across Regions as Limited-Edition Watch Launch Sparks Global Frenzy

Swatch temporarily closed several of its retail outlets across the UK, Europe, and the United States following chaotic scenes triggered by the release of a highly anticipated limited-edition timepiece.

The disruption came after the launch of the “Royal Pop” collection, created in collaboration with luxury watchmaker Audemars Piguet. The release drew massive crowds, with eager buyers queuing overnight—and in some cases for days—hoping to secure the sought-after watch.

In multiple UK cities including Manchester, Cardiff, Birmingham, Liverpool, and Sheffield, large gatherings quickly escalated, prompting police intervention. Authorities issued dispersal orders in some areas, while isolated incidents led to arrests and increased security presence. In London, police units, including dog squads, were deployed at major shopping destinations such as Battersea Power Station and Westfield to manage surging crowds.

Scenes shared widely on social media showed people pushing past security barriers, while reports of scuffles and tense situations emerged from several locations, including Manchester’s Trafford Centre. As a precaution, some Swatch stores remained closed into the following day.

The situation was mirrored across Europe. In France, hundreds lined up overnight in cities like Paris, where authorities reportedly used tear gas to control an agitated crowd outside a store after damage was caused to security barriers. Similar disturbances were reported in Milan, Italy, and near The Hague in the Netherlands, where police had to step in as crowds gathered in large numbers. Several outlets in Amsterdam and Utrecht also remained shut amid safety concerns.

Across the Atlantic, New York saw its own surge in demand, with chaotic scenes reported outside the Times Square store. Customers described overcrowding and intense competition to secure the limited-edition watch, which retails for around $400 but has quickly appeared on resale platforms for several times its original price.

Resale activity surged almost immediately, with some listings reaching thousands of pounds online. Buyers and resellers alike capitalized on the hype, with some individuals reportedly flipping watches within hours for significant profits.

In response, Swatch urged customers to avoid rushing to stores, emphasizing that the collection would remain available for an extended period. The company also noted that crowd limits may be enforced in certain locations to ensure the safety of both customers and staff.

The global response to the launch has once again highlighted the intense demand for exclusive collaborations in the watch market, while raising concerns over crowd management and consumer safety during high-profile product releases.