Swiss watchmakers Swatch and Audemars Piguet triggered massive crowds and retail chaos worldwide after launching their new “Royal Pop” collaboration, according to CNN.
The colorful pocket watch collection, inspired by Audemars Piguet’s luxury Royal Oak design, drew long lines outside Swatch stores from Paris to Kuala Lumpur.
Chaos at Swatch stores as collaboration with luxury watchmaker Audemars Piguet launches, with anger, arrests and huge groups cutting in line ahead of fans who'd waited all night https://t.co/A5s0WmmwHs
— Daily Mail US (@Daily_MailUS) May 16, 2026
Videos posted online showed fights, heavy crowding and police intervention at several locations. Swatch temporarily closed 19 U.S. stores over safety concerns, while some launch events in India and Dubai were canceled.
The report said the watches, priced around $400, quickly appeared on resale platforms for thousands of dollars. Swatch said the collection would remain available for several months and urged customers not to overcrowd stores.
Analysts say the collaboration boosts Swatch through massive consumer attention and stronger brand prestige. Audemars Piguet could gain younger customers and broader visibility, though some collectors warned the partnership may dilute the luxury brand’s exclusivity and premium image.
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