Chaos at NYC Swatch stores as brand launches limited-edition collaboration — with one store forced to close
Chaos ensued at Swatch stores in New York City during the launch of a limited-edition collaboration with Audemars Piguet. The SoHo location had to close due to overwhelming crowds, while the Times Square store sold out of the coveted watches within an hour. This frenzy follows an incident where someone overdosed while waiting for the product release.
- ▪The launch attracted hundreds of shoppers, leading to chaotic scenes outside the stores.
- ▪The SoHo location was forced to close its doors due to the overwhelming crowd.
- ▪The limited-edition watch combines Audemars Piguet's Royal Oak design with Swatch's POP line.
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Metro Chaos at NYC Swatch stores as brand launches limited-edition collaboration — with one store forced to close By Sonya Gugliara Published May 16, 2026, 11:19 a.m. ET Chaos erupted outside NYC Swatch stores as cut-throat resellers and watch enthusiasts impatiently waited for a new release – causing the SoHo location to abruptly close amid the disastrous launch. Hundreds of shoppers were seen swarming the stores in SoHo and Times Square Saturday morning, rounding out about a week of lengthy lines that saw the city’s sidewalks resembling tent encampments. 3 Chaos erupted outside a Swatch store in Times Square as watch enthusiasts impatiently waited for a new product release. Stephen Yang for NY Post 3 SoHo location was forced to abruptly close amid the disastrous launch.
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