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Swatch has been forced to shut shops around the world after its limited edition collaboration with luxury watch brand Audemars Piguet sparked chaos on high streets and in shopping centres across the UK
Swatch stores shut after limited edition launch turns rowdy
- Swatch was forced to shut stores worldwide after chaotic scenes erupted when the brand launched a limited edition collaboration with luxury watchmaker Audemars Piguet.
- Shoppers queued overnight and some camped for days to get their hands on pocket watches from the Audemars Piguet x Swatch Royal Pop Collection, priced from just £335. The price tag compared to regular Audemars Piguet models which can cost up to £100,000.
- Police were called to multiple locations, including the Trafford Centre in Greater Manchester and Cardiff’s St David’s 2 shopping centre. Greater Manchester Police said: “Officers attended and alongside security staff dispersed a large number of people who were inside the centre.”
- One shopper in New York described the wild scenes, telling The Guardian: “It was like a mosh pit.” Videos showed shoppers brawling with security guards outside a Swatch shop in Milan, Italy.
- Resellers have been cashing in on the chaos, with some limited edition watches listed online for up to £16,000. A New York reseller said he sold one watch for $4,000 after buying it for $400.
- Swatch closed stores in Liverpool, Manchester, Birmingham, Sheffield, Glasgow and Cardiff on Saturday, posting on Facebook about “safety considerations for both our customers and our staff”. The company said the Royal Pop Collection would remain available for several months and asked fans not to rush stores in large numbers.
READ THE FULL STORY: Swatch closes stores as limited edition watch launch sparks ‘mosh pit’ and horror brawls outside shops
