Swiss watchmaker Swatch had to close stores and limit queues after the launch of the Royal Pop pocket watch, a model made in partnership with the luxury brand Audemars Piguet, brought thousands of people to points of sale in different cities on Sunday (May 17, 2026). According to , there were reports of riots in stores in cities such as New York, London, Barcelona, Dubai and Milan.
The model combines visual elements from the Pop line, launched by Swatch in the 1980s, with the octagonal bezel associated with the Royal Oak, one of Audemars Piguet’s best-known watches. The piece costs US$400 to US$420, well below the price charged for watches from the Swiss brand.
The price difference stimulated demand and also resale. A set of 8 Royal Pop models sold for more than US$25,000 on the StockX platform on Sunday (May 17). Unofficial websites also started selling custom-made bracelets to transform pocket watches into wrist models.
Videos posted on social media showed consumers in long queues and discussions in front of stores. In Milan, buyers even exchanged punches outside a Swatch unit. In Paris, according to , the police used tear gas to try to control the crowd near a store.
also reported cases of store closures in the UK due to safety concerns. In Cardiff, Wales, a 25-year-old man was arrested after around 300 people tried to enter a shopping center on the day of the launch.
In Milan, people were throwing hands with security over the Audemars Piguet x Swatch collab. 💀
Imagine risking a criminal record for a $400 watch that’ll be sitting in a drawer next to your fidget spinner by Christmas.
— Sandip Mittal (@TheSandipM)
Swatch asked customers not to rush to stores to buy the product. The company stated that the collection will remain on sale for several months. In some regions, queues of more than 50 people will not be accepted and sales may be paused for safety reasons.
A Swatch spokesperson told Reuters that the problems affected around 20 of the brand’s 220 stores worldwide. The company attributed part of the turmoil to the exceptional size of the queues and the insufficient organization of some shopping centers. According to the company, the situation has returned to normal.
The campaign also had a strong reach on social media. Swatch said it had recorded millions of hits on its website and 11 billion views on posts related to the collaboration. The company has not yet released sales data for Royal Pop.
The strategy is part of the so-called culture of “drops”in which companies launch products in small quantities and for a limited time to encourage queues, disputes and repercussions on social media. The practice has already been used by sneaker brands, collectible toy companies and retail chains. fast food.
