Security measures were heightened at several Swatch stores across the globe over the weekend following the launch of the Royal Pop watch collection, a collaboration between Swatch and luxury Swiss watchmaker Audemars Piguet. The partnership between Swatch, known for its affordable plastic timepieces, and Audemars Piguet, a venerable brand with models typically priced above £30,000, sparked intense demand and unrest at retail locations.
The Royal Pop collection, featuring pocket watches worn on calfskin lanyards rather than traditional wristbands, entered the market with a retail price of £335. Despite the relatively modest price compared to Audemars Piguet’s usual offerings, the demand exceeded expectations. Customers gathered in large numbers at Swatch outlets, including locations in London, Manchester, Birmingham, and internationally from Singapore to Paris. Authorities intervened in some cases: police dogs were deployed near the Battersea Power Station store in London, chairs were thrown during disturbances in Manchester, dispersal orders were issued in Birmingham, and tear gas was reportedly used in Paris to control crowds.
The watches, blending Swatch’s "Pop" range with Audemars Piguet’s iconic Royal Oak design, came in eight variations ranging from subdued black and white to vibrant multicolored models. Notably, the watches are pocket-style rather than traditional wristwatches, suspended on lanyards, a departure from conventional timepiece designs. Swatch promotes the collection as offering “unexpected, playful and dynamic” ways to wear watches.
The surge in demand created a secondary market almost immediately. Some initial buyers listed their Royal Pop watches online for up to four times the retail price, contributing to tensions and prompting Swatch to cease sales temporarily while awaiting guidance from company headquarters. At the Westfield White City mall in London, security personnel established fenced zones outside the store to manage crowds, preventing direct access to the Royal Pop watches. Staff continued selling other Swatch models to regular customers during this period.
Customer enthusiasm was mixed with frustration. Some attendees camped overnight to secure early positions in queues, only to be denied access due to the store shutdowns. Among those present was a college student from Ealing who expressed interest primarily in reselling the watch rather than owning it.
The collaboration has drawn scrutiny within the watch collector community. Audemars Piguet maintains that the Royal Pop watches are not limited editions and will be widely available over time, countering fears of exclusivity dilution. However, some traditionalist collectors view the alliance as potentially damaging to the prestige associated with Audemars Piguet, while others see it as an innovative strategy to engage younger demographics and introduce them to the brand.
Swatch reported significant social media engagement, citing billions of views related to the Royal Pop collection within the first week, underscoring its broad public interest. Whether the Royal Pop marks a new direction in horology or a passing trend remains to be seen, but the initial launch demonstrated the powerful allure and complexity of blending high-end luxury with mass-market accessibility.