What was expected to be one of the biggest luxury watch launches of the year quickly spiralled into chaos across multiple cities as the release of the Audemars Piguet x Swatch “Royal Pop” collaboration triggered massive crowds, screaming queues, cancelled store openings and frustrated buyers in cities including Bengaluru, Mumbai, Delhi, Dubai and several parts of the UK.
Videos from launch day have since flooded social media platforms, showing people pushing through barricades, security struggling to control crowds and exhausted attendees abandoning queues after waiting for hours.
Many online users are now calling it one of the wildest retail launch scenes seen in recent years.
In a statement, Swatch India said that the sale had been postponed to ensure the safety of customers and staff, adding that 'extended queuing' would not have made a difference.
"In light of safety considerations for both our customers and our staff, the timing of our launch sale at Palladium Mall, Mumbai and DLF Avenue, Delhi has been advanced. Given the level of demand, extended queuing would not have changed the chances of securing a piece," Swtach India said in a statement.
Luxury watch launch descends into chaos
The limited-edition AP x Swatch collection had generated enormous buzz online in the weeks leading up to the launch. When stores opened sales on Saturday, thousands turned up hoping to secure a watch before stocks ran out.
However, the situation escalated rapidly.
In Bengaluru, videos from Phoenix Marketcity Bengaluru in Whitefield showed massive queues snaking across the mall premises from early morning. Similar scenes unfolded outside stores in Mumbai and Delhi, where crowds reportedly became increasingly difficult to manage.
At Mumbai’s Palladium Mall, viral clips showed people packed tightly together while security personnel attempted to contain the crowd.
In one video, a frustrated attendee was heard shouting:
“We are not animals. The store is not opening today.”
The remark appeared to capture the frustration among many buyers waiting outside stores.
Hours of waiting, many leave empty-handed
Several attendees later shared their experiences online, saying the excitement around the launch gradually turned stressful and aggressive.
One visitor who had reportedly queued for hours said the atmosphere became “too rowdy” after a point.
“It stopped being fun. There was pushing, shouting, abusing… people were getting shoved around constantly. We were standing near the front and still got pushed out. Eventually, we just left. The watch didn’t even feel worth it anymore,” the attendee said in a viral video.
Another person claimed some buyers had been standing outside the venue since 5 am.
Despite efforts by mall security teams to control the crowd, many social media users argued that organisers had underestimated the scale of demand for the collaboration.
Dubai launch cancelled amid safety concerns
The chaos was not limited to India.
In Dubai, large crowds reportedly began gathering outside Dubai Mall as early as 6:45 am. Reports said the situation became so overwhelming that the launch event was eventually cancelled.
Swatch’s regional Instagram account later issued a statement saying sales would not continue due to public safety concerns.
No revised launch date has been announced so far.
Many online users supported the decision, saying cancelling the event was the safest option.
One attendee, who said he waited nearly seven hours across two Dubai locations, described the atmosphere as “absolute chaos.”
“Safety comes first. I’d rather wait and buy it peacefully later than deal with this kind of madness,”
he reportedly said.
Social media criticises crowd management
Following the viral videos, social media users heavily criticised organisers for failing to prepare adequate crowd-control measures despite anticipating strong demand.
Some users suggested the brand should have opted for an online lottery system rather than physical queues.
Others claimed many people standing in line were likely resellers hoping to profit from flipping the limited-edition watches later.
“I’m sure half the crowd wasn’t even interested in wearing the watch,” one user wrote.“Easy resale money - that’s all.”
Another user commented:
“They should have expected this. Limited-edition drops always attract huge crowds.”
UK stores also shut temporarily
The situation reportedly intensified globally, with Swatch temporarily shutting stores in several UK cities, including Birmingham, Manchester, Liverpool, Cardiff, Sheffield and Glasgow.
According to reports, the company cited safety concerns for both customers and staff.
The AP x Swatch Royal Pop launch has now evolved beyond just a watch release, turning into a viral internet moment that many are comparing to sneaker drops, concert stampedes and chaotic luxury fashion launches.
Judging by the videos circulating online, many people may end up remembering the crowd scenes more than the watch itself.
