The launch of a collection of pocket watches by Swatch in partnership with Audemars Piguet generated crowds and scenes of confusion in front of the brand’s stores in several countries. Milhares of people gathered on Sunday, May 17, 2026, in search of the models. The Swiss manufacturer decided to close some units for safety reasons.
Policiais worked in different locations to control the crowds. Não there were reports of serious injuries. The brand issued a statement asking consumers to avoid going to stores in large numbers.
Lançamento draws crowds at affordable price
The Royal Pop collection includes eight models of bioceramic pocket watches. Eles features a design inspired by Audemars Piguet’s iconic Royal Oak, with octagonal details and colorful dials. Prices vary between US$400 and US$420, the equivalent of around R$2,000.
Essa value range represents a fraction of what an Audemars Piguet watch usually costs. The affordability attracted collectors and dealers alike. Muitos camped for days in front of selected stores.
- Modelos with octagonal bezel and pop art details
- Disponibilidade limited per person, with one unit per day
- Venda exclusive to select Swatch physical stores
- Movimento manual on some components of the collection
- Estoque planned for months, according to the manufacturer
The publicity campaign in previous weeks raised expectations even further. Vídeos of long lines quickly circulated on social media.
Cenas of confusion in Nova York and other cities
Em Nova York, crowds formed at Times Square and in SoHo. Compradores ran and pushed to get into the stores. The local police had to intervene.
Similar Situações occurred in Milão, in Itália. Imagens shows pushing and shoving near a unit. Em Dubai, the stores did not open their doors due to the volume of people. Mumbai, in Índia, and Osaka, in Japão, also recorded intense agglomerations.
Em Paris, police forces used tear gas to disperse a group. The measure occurred after reports of a disturbance near a store in the metropolitan region. Barcelona, Bangkok and other capitals had lines that stretched for blocks.
Fabricante reinforces control measures
Swatch released an official statement over the weekend. The text asks for calm and reinforces that the product will be available for a long time. The strategy seeks to reduce pressure on physical stores.
The company recalled the rule of one unit per customer per day. Essa limitation applied to all participating units. Mesmo therefore, interest exceeded the brand’s initial expectations.
The Swiss group monitors the situation in real time. Equipes Security Act in conjunction with local authorities where necessary. Até At this time, the focus remains on protecting customers and employees.
Detalhes from the partnership between Swiss brands
The collaboration combines Swatch’s colorful, approachable style with classic Audemars Piguet elements. The pocket watches follow the format inspired by the POP line from the 1980s. A characteristic click accompanies the mechanism.
The collection uses resistant bioceramic material. The dials feature patterns reminiscent of the Audemars Piguet’s famous tapisserie design. Swatch produced the models in an edition that is not restricted to a few units, unlike traditional luxury releases.
Industry Especialistas note that the pocket-sized format and low price point have created unprecedented appeal. The launch follows the pattern of other Swatch partnerships, such as MoonSwatch with Omega, which also generated queues in previous editions.
Impacto in sales and reaction on networks
The first online resales appeared hours after sales began. Alguns models were offered for prices up to ten times higher. With Swatch’s announcement of extended availability, secondary prices dropped rapidly.
Usuários on social media divided opinions. Parte praised the democratization of luxury design. Outros criticized the aggressive marketing that led to the chaos. The brand has not yet publicly responded to criticism about the campaign.
Lojas in different countries remain closed or operate at reduced capacity this Monday. Swatch advises interested parties to consult the store locator on the official website before going.