The launch of a Swiss brand watch Swatch caused commotion in stores in several countries last weekend. The device consists of a partnership with a traditional luxury manufacturer, Audemars Piguet.
O Royal Pop Collection is a line of colorful pocket watches that start at US$400 (around R$2,000). The confusion in stores occurred after an uproar from customers who created expectations about the product announcement.
Part of the public expected that the partnership between the two brands would result in an affordable version of the Royal Oak model, which is one of the most traditional models and can cost more than one million reais.
Some customers lined up to secure a unit of the expected watch. And, when the model was announced, the brand’s stores had to deal with fights, rushes, police interventions and even the use of tear gas.
The stores Milan, Paris e Chicagofor example, closed their doors after crowds formed in front of the stores.
Part of the chaos was due to the store itself, which concentrated sales only in physical stores. However, this is not the first time that the store has benefited from similar situations.
In 2022, the launch of the model MoonSwatch It also generated queues, confusion and police interventions. But the product, at the time, .
