Chaos at Swatch Stores Over Audemars Piguet Collaboration
The launch of the Royal Pop line, a collaboration between Swatch and luxury watchmaker Audemars Piguet, has caused widespread chaos at stores across the United States. Fans have been lining up in massive numbers to purchase the highly anticipated collection, leading to fights, spats, and even arrests.
The Royal Pop line features eight different watch variations in shades of pink, white, deep green, mint green, light blue, yellow, black, and navy. Each model is priced between $400 and $420, making it significantly more affordable than a typical Audemars Piguet Royal Oak design, which can cost anywhere from about $36,600 to $112,700.
As of Saturday, at least 17 stores had been closed around the US due to public safety concerns, according to Swatch's statement on Instagram. These closures included locations in California, Florida, New York, Texas, and Michigan.
In Houston, over 100 people waited for the collaboration before the Swatch store at The Galleria shopping mall abruptly closed. Hriday Patel, who lined up with his friends around 4am on Saturday, described the scene as chaotic.
"You would think the Galleria, for such a hyped-up thing... you would get at least four or five people to watch the line or put up a barricade," Patel told the Houston Chronicle. "They didn't do anything."
A store employee, who did not disclose her name, said that the "crowd [was] getting intense" while announcing the closure, according to video captured by the Houston Chronicle. "Due to the safety of our staff and you guys, we have to shut down the store today," she said.
Some of the locals in line described how violence and spats had broken out among the massive crowd. Edric Gray said he had "several altercations" with a person who had just arrived and was attempting to cut in line. The newcomer had moved dozens of chairs to the back, replaced them with his own, and chained them to a metal pole. But when he stepped away, the chain was cut down by other people, who returned the chairs to their original spots.
"It got very aggressive," Gray told the outlet.
Another local, Cy Hargrove, was about 120th in line and had been waiting since Thursday to buy a watch for his mother. "It's a little disappointing," Hargrove said. "If I could've snuck my way into the front, I might have gotten a watch."
Elsewhere in Texas, three people were arrested for criminal trespassing at a Swatch store in Austin's The Domain mall, according to CBS Austin. Austin police were initially called to the store after a group arrived around 4am and began fighting in anticipation of the store opening at 10am. Law enforcement asked people to disperse from the store multiple times and said those who did not leave would be arrested. The three individuals were taken into custody when they did not comply.
No one was injured, and the scene was cleared by 8am, according to law enforcement.
In Troy, Michigan, about 30 minutes north of Detroit, police were called to the Swatch store at the Somerset Collection as hundreds of customers lined up around 4:30am, according to the Detroit Free Press. The Troy Police Department asked for help from surrounding police agencies to help manage the crowd, according to law enforcement. Two people were issued citations for trespassing when they did not leave after being told to do so by police.
The chaos unleashed by the customers hoping to buy the watch collaboration was felt as far as New York City. At least one person was taken away in handcuffs at the Times Square store, according to the New York Post. "This is a total s*** show," John McIntosh, 44, told the outlet. "Since Wednesday morning there was no line, just a mob scene, like a mosh pit."
On Saturday, Swatch acknowledged across their social media channels that the 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," Swatch added.
The watch company continued: "We remind you that the Royal Pop Collection is not a limited edition." Swatch also asked customers to "not rush to our stores in large numbers" to buy the watch. However, some of the people attempting to buy the watch were looking to make a profit. As of Saturday, the watch was already being resold online for up to nearly $8,500.
Swatch added that lines of more than 50 people would not be accepted "in some countries," and that sales of the collaboration might need to be paused.
Chaos at Swatch stores caused by eager customers has also been reported internationally in Switzerland, France, and England. The Daily Mail has reached out to Swatch for further comment.
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