A supposedly simple luxury watch release quickly turned into overnight campouts, massive crowds, and scenes of chaos across multiple countries. From Los Angeles to Paris and New York, hundreds of people lined up for hours hoping to buy the new Royal Pop pocket watch collaboration between Swatch and Audemars Piguet.
The release drew watch collectors, resellers, and curious shoppers alike, with some people waiting days just for a chance to grab one. In several cities, security struggled to control the crowds as excitement around the limited-edition launch exploded online.
At California’s Westfield Topanga mall, the line stretched around the parking lot as buyers prepared to sleep outside before the official Saturday release.
Why are people camping overnight for a pocket watch?
The Royal Pop collection includes eight brightly colored pocket watches created through a collaboration between Swatch and luxury Swiss watchmaker Audemars Piguet. Retail prices range between $400 and $420, as per a report by ABC7 and AFP.
At the Westfield Topanga mall in Los Angeles, more than 300 people initially gathered ahead of the launch. Many planned to camp outside overnight just to secure a spot in line.
Some shoppers admitted they were surprised the release featured pocket watches instead of traditional wristwatches.
"I was surprised. I was disappointed for sure, but it's unique on its own," Woodland Hills resident William Enenstein said while waiting outside the mall. "Who else is coming out with a pocket watch that has 500 people plus lined up? Nobody."
Police later reduced the line to 200 people because of limited stock, forcing some fans to leave after waiting for hours, as per a report by ABC7.
Did the Swatch release spiral out of control?
The frenzy was not limited to California. According to AFP, major cities across Europe also saw overwhelming crowds. In France, police reportedly used tear gas outside a Swatch store near Paris after hundreds gathered overnight waiting for the release.
Authorities said security preparations underestimated the size of the crowd. Damage was also reported to store shutters and security gates during the incident.
In Milan, local media footage showed fighting breaking out outside a Swatch location as customers rushed toward the entrance when doors opened.
New York’s Times Square store also struggled to contain crowds. One shopper described the atmosphere as “a mosh pit” as people pushed toward the front after waiting days in line.
Why is the resale market exploding already?
For many buyers, the goal was not simply owning the watch. Northridge resident Aidan Chin said most people were planning to resell the limited edition release immediately for profit.
"I'm probably the only one who wants to wear it here," he said. "Everyone is trying to flip it for $1,200."
Some resellers claimed profits were even higher. One buyer in New York told AFP he sold one of the watches for $4,000 shortly after purchasing it, as per a report by ABC7.
Another customer chose to skip the long line entirely and instead paid thousands above retail price just to secure one immediately.
The overwhelming demand even forced Swatch to temporarily close stores in London and six other UK cities over safety concerns.
The Royal Pop release has now become one of the most chaotic luxury watch launches in recent memory, proving that even a pocket watch can still create global hype when exclusivity and resale culture collide.
FAQs
How much do the Royal Pop watches cost?
The pocket watches retail between $400 and $420.
Why were stores overwhelmed during the release?
Huge crowds gathered because of limited supply and strong resale demand.
