Shocking videos and images showed massive queues and brawls outside Swatch shops across the globe after a collaboration with a luxury brand dropped – and police were called to several locations in the UK
A popular watch brand was forced to shut stores across the world after a new limited item turned crowds into chaos and “mosh pits” outside shops.
Swatch announced a limited time collaboration with luxury watch brand Audemars Piguet, sparking frenzies on high streets and shopping centres across the UK. Shoppers queued overnight and some camped for days to get their hands on a pocket watch from the Audemars Piguet x Swatch Royal Pop Collection.
While the most popular model from the luxury watch designer could set people back £20,000 to £100,000, prices for the limited edition pocket watch start from £335. The cheaper watch has sent shoppers and resellers into a frenzy as shocking images and videos showed the chaotic scenes outside Swatch shops around the globe.
Swatch was forced to close shops around the world when the collaboration dropped on Saturday, but the store at the Trafford Centre in Greater Manchester was also closed for a second day. A wild video showed the chaos that broke out outside the shop, as police were called shortly before 6am.
Greater Manchester Police said: “Officers attended and alongside security staff dispersed a large number of people who were inside the centre. No arrests have been made.”
Police also made an arrest in Cardiff. Cops were called to St David’s 2 shopping centre in Cardiff after reports of about 300 people trying to get in to a Swatch store at 6.20am on Saturday, South Wales Police said. A 25-year-old man from Pengam was arrested and issued with a Section 35 dispersal notice, the force added.
Shoppers pushed and shoved in the queue outside a Swatch shop in New York City as one person waiting in the street since Wednesday described the wild scenes he saw. John McIntosh told The Guardian: “It was like a mosh pit.”
The man revealed he had waited in the hectic line for days with the intention of immediately reselling the £335 pocket watch. Some of the limited edition pocket watches have been spotted listed online for up to £16,000, according to the BBC.
A reseller in New York, named Mac, said: “It was pretty hectic … it’s nasty, but I was able to get in. Retail for them is about $400, I sold one just now for $4,000.”
Some lines descended into violence with a shocking video in Milan showing shoppers brawling with each other and security guards outside a Swatch shop in Milan, Italy.
Swatch posted on Facebook on Saturday, saying “in light of safety considerations for both our customers and our staff” stores in Liverpool, Manchester, Birmingham, Sheffield, Glasgow and Cardiff would be closed for the day, along with all of the London stores.
It posted later on Saturday saying: “To all our dear fans worldwide of our AP x Swatch collab, launched on May 16. 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 Royal Pop Collection will remain available for several months. In some countries, queues of more than 50 people cannot be accepted, and sales may need to be paused.”
Purchases of this limited edition collab, which Swatch said was inspired by the Pop Art movement and “joyful boldness and positive provocation”, have been limited to one watch per person, per day, and per store.
A spokesperson for South Wales Police said: “South Wales Police was called at 6.20am on Saturday May 16 to a group of approximately 300 people trying to enter the St David’s 2 shopping centre.
“A 25-year-old man from Pengam was arrested and issued with a Section 35 dispersal notice with the conditions that they are not to enter Cardiff City Centre again during Saturday May 16.”
