The launch of a new Swatch model triggered chaotic scenes in several cities around the world, highlighting the growing influence of “drop culture,” where limited-edition products attract huge crowds and are quickly resold at much higher prices.
In Paris, police used tear gas to control crowds. In Milan, a fight broke out. Long overnight queues were seen outside Swatch stores in London, Singapore and New York City.
At the center of the frenzy is the Royal Pop, a colorful pocket watch developed in collaboration with luxury Swiss brand Audemars Piguet.
The watch sells for about $400, but many buyers were hoping to resell it online for thousands of dollars. Listings quickly appeared on eBay, with some asking more than $4,000.
Pierre-Yves Donze, a professor at Osaka University Graduate School of Economics, said many buyers appeared more interested in making money than in collecting the watch.
“People wanted to profit from reselling the product rather than buying it because they liked the brand,” he said.
Swatch said there is no shortage of the Royal Pop and urged customers not to panic.
In a statement, the company said problems occurred at around 20 of its 220 stores worldwide because some shopping centers were not prepared to handle such large crowds.
Swatch said the Royal Pop has generated more than 11 billion views on social media since its launch.
The company compared the excitement to the launch of the MoonSwatch in 2022, a collaboration with sister company Omega, which also drew massive crowds.
Swatch has long been known for creating excitement around its products. Since its founding in the 1980s, the company has successfully marketed stylish and affordable watches to consumers worldwide.
Over the weekend, stores in London, several other UK cities, France and the Netherlands were forced to close because of security concerns.
In France, police used tear gas grenades and spray to disperse crowds outside Swatch stores in Paris, Lyon and Montpellier.
Swatch France said several stores were closed temporarily to ensure public safety.
The company assured customers that the Royal Pop will remain available in stores for several months.
Unlike many product launches, the watch was sold only in physical stores and not online, a decision that critics said contributed to the chaos by attracting resellers eager to make quick profits.
Some injuries, arrests and property damage were reported.
Fashion commentator Odunayo Ojo said most major brands now release limited products online to avoid safety risks.
“Swatch should have known what could happen,” he said.
By Monday, crowds had largely disappeared as customers were told new shipments of the Royal Pop were on the way.