Swatch stores in Manchester and Liverpool remained closed for a second consecutive day as significant crowds gathered, eager to purchase a new £335 pocket watch. The Swiss watchmaker had initially shut its doors on Saturday, citing "safety considerations," a measure that also affected its branches in Birmingham, Sheffield, Glasgow, Cardiff, and London.
Following worldwide gatherings at its stores, Swatch issued a social media statement urging customers "not to rush to our stores in large numbers." The company assured that the limited-edition items, which have reportedly been resold online for as much as £16,000, would "remain available for several months." This statement comes amidst criticism from some who argue the watches should be accessible via the company's website and that police resources were unnecessarily strained.
In a formal online statement, Swatch elaborated on the safety concerns. "To ensure the safety of both our customers and our staff in Swatch stores, we kindly ask you not to rush to our stores in large numbers to acquire this product," the company said. It further noted that "in some countries, queues of more than 50 people cannot be accepted, and sales may need to be paused."
The situation escalated in some locations, with one man arrested in Cardiff on Saturday. Police were also called to the Liverpool store following reports of individuals "making threats." The highly sought-after item is the new "Royal Pop" pocket watch, a collaboration with luxury watchmaker Audemars Piguet, launched at select stores globally on Saturday.
Swatch explained that the design was inspired by the Pop Art movement of the 1950s and 60s, describing the collaboration as "a disruptive collaboration between two icons of Swiss watchmaking." The collection merges the distinctive design of Audemars Piguet's Royal Oak with the vibrant Swatch Pop brand aesthetic from the 1980s.
Similar scenes of intense customer interest were observed internationally. An event in Dubai was cancelled, and police were dispatched to store openings in France and Switzerland. In New York, shoppers reportedly camped for a week in Times Square, with some individuals experiencing health issues during the extended wait.
