The Catastrophic Swatch x Audemars Piguet Launch Was Entirely Predictable and Utterly Avoidable
The recent launch of the Swatch x Audemars Piguet Royal Pop watches resulted in chaos and violence at stores worldwide. Despite previous experiences with the MoonSwatch launch, Swatch failed to adequately prepare for the overwhelming demand and safety concerns. Many customers expressed their frustration with the company's handling of the situation, leading to significant backlash.
- ▪The launch saw police intervention at multiple locations due to crowd control issues.
- ▪Swatch had previously faced criticism for the chaotic MoonSwatch launch but did not take sufficient precautions this time.
- ▪Customers reported fights and safety concerns at various stores, leading to closures and arrests.
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Jeremy WhiteGearMay 18, 2026 9:38 AMThe Catastrophic Swatch x Audemars Piguet Launch Was Entirely Predictable and Utterly AvoidableSo why didn't Swatch do anything to avoid it?Photograph: RAPHAELLE PELTIER/Getty ImagesCommentLoaderSave StorySave this storyCommentLoaderSave StorySave this storyAt 9 am, as stores opened, London’s Carnaby Street location lasted half an hour before police were called. In New York, fights broke out amid rumors of a stabbing in the line. At locations around the world, police had to assist staff as the vast majority of customers left empty-handed as most of the shops had fewer than 200 watches available. Deals were done within queues as scalpers flipped watches for profit.
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