Swatch UHR. S had to close stores and manage crowds after the launch of its Royal Pop pocket watch, created in partnership with Audemars Piguet, resulted in huge turnouts and some fights among shoppers. These watches, priced at $400 to $420, mix Swatch’s vibrant 1980s style with Audemars Piguet’s luxury design. Many buyers are reselling the watches online at much higher prices.
Videos on social media showed big lines of customers in cities like New York, London, Barcelona, and Dubai, with some locations experiencing chaos, which required police involvement. To keep customers and staff safe, Swatch urged people not to rush to their stores. The company’s spokesperson reported issues at around 20 stores due to long lines and disorganization but stated that things have since returned to normal.
The Royal Pop collection has generated significant online interest, with millions of clicks on Swatch’s website and a considerable social media presence. A full set of eight models sold for over $25,000 on a resale platform, and custom accessories for transforming pocket watches into wristwatches are being sold for over $50. Despite initial gains in stock, Swatch shares have decreased since the announcement that the products were pocket watches.
With information from Reuters
