Swatch launch chaos as multiple shops forced to close due to crowd numbers

Queues started in cities across the UK yesterday (15 May) as Swatch geared up to launch their new limited watch.

Tents were spotted in Liverpool One shopping centre ready for this morning while others got in line in the likes of Birmingham, Cardiff, Manchester, London, Glasgow and Sheffield.

And these same queues were happening internationally too, as shoppers waited in Dubai and New York for the release.

But, as chaos began, multiple shops were forced to close due to ‘safety’ concerns and the launch event in the United Arab Emirates was cancelled.

All of this is over the launch of Swatch’s new ‘Royal Pop’ pocket watch collaboration with luxury watchmaker Audemars Piguet. The eight models in the collection are priced from £335.

By midday today, it was confirmed that Swatch would not open its branches in London ‘in light of safety considerations for both our customers and our staff’.

And the same goes for the Swiss firm’s stores in the UK cities after hundreds of shoppers queued up for the release.

It’s said some shoppers had camped out for the last two days in Liverpool outside of the Paradise Street store.

And Merseyside Police said they received a report that ‘a group of males were acting in an aggressive manner and making threats’ outside of it at about 7am this morning.

A force spokesperson added: “Officers attended and the crowd dispersed shortly afterwards.”

At roughly, 9:10am, it’s reported that a member of Swatch staff in Liverpool told the crowd: “We’re not opening the shop today. We’re not going to be selling anything. We said this two hours ago.”

One witness told the ECHO: “I’ve seen releases in town before, but nothing on this scale. Someone at the front was trying to sell their spot for £750.”

The new Royal Pop collection was only available in-store with a limit of one watch per person per day. And it’s already been put up for resale online for up to £16,000.

AP Swatch described the items as ‘a disruptive collaboration between two icons of Swiss watchmaking’.

It’s had to cancel the launch event at Dubai Mall after a large turnout, with shoppers in New York reportedly camping out for a week.

Swatch UK shared on Instagram that all of its London stores as well as in Liverpool, Manchester, Birmingham, Sheffield, Glasgow and cardiff 'will be closed for the day’.

“Thank you for your understanding,” it wrote.

LADbible has contacted The Swatch Group Ltd for comment.