Swatch Defends Watch Launch After Crowds Trigger Chaos At Stores Worldwide
Swatch chief executive Nick Hayek Jr has defended the company’s latest product launch after large crowds caused disruptions at several stores across the world.
The chaos followed the release of Swatch’s collaboration with luxury watchmaker Audemars Piguet, a pocket watch known as the Royal Pop timepiece.
Speaking to the BBC, Hayek Jr admitted some stores experienced “overcrowding like hell” but insisted the strong turnout reflected positive demand for the product.
“Having crowds at the beginning of the launch of a product should not be bad news, it should be something that is good news,” he said.
The Royal Pop watch, priced from £335, combines Swatch’s colourful pop-art style with Audemars Piguet’s signature octagonal bezel design, offering consumers a more affordable alternative to the luxury brand’s traditional watches, which often sell for tens of thousands of pounds.
The watch is only available in physical stores and not online, a move that contributed to long queues and overcrowding in several cities.
Swatch temporarily shut some outlets in the UK over safety concerns, including stores in Liverpool, Manchester, Birmingham, Sheffield, Glasgow and London.
Police were reportedly called to the company’s Old Trafford branch in Greater Manchester after large crowds gathered outside the store. In Cardiff, authorities confirmed that a 25-year-old man was arrested following disturbances at the St David’s shopping centre.
Videos shared on social media also showed chaotic scenes and scuffles at some international locations during the launch.
Despite the incidents, Hayek Jr said only a small number of Swatch’s global stores were affected and maintained that the launch had been largely successful.
He added that the company had informed customers from the start that the release was not limited to a single day and that production would continue for several months.
Hayek Jr also dismissed criticism surrounding resellers who quickly began offering the watches online at significantly higher prices.
“If somebody thinks instead of keeping it for his passion, he is reselling it, this is happening in the luxury market all the time,” he said.
Retail experts believe the frenzy surrounding the launch was fuelled by social media hype and strong demand from younger consumers eager to own products connected to luxury brands.
Amna Khan, a senior lecturer in consumer behaviour and retail at Manchester Metropolitan University, said many buyers were attracted by the opportunity to access the prestige associated with Audemars Piguet at a far lower price point.
She also noted that some consumers may not have realised the watch is not a limited-edition release.
