Swatch closed its stores in seven cities across the United Kingdom following the chaos caused by the launch of the Royal Pop, a limited-edition watch created in collaboration with Audemars Piguet. Hundreds of people queued for days, leading to security incidents. In Cardiff, a man was arrested when around 300 people attempted to force their way into a shopping center. The company prioritized the safety of customers and employees amid the avalanche of enthusiasts.
Pop art and Swiss watchmaking engineering 🎨
The Royal Pop is inspired by the Pop Art movement of the 1950s and 1960s, combining vibrant colors and bold shapes with the precision of Swiss watchmaking. Made with Swatch's signature bioceramic case, it integrates a low-cost quartz movement. Its official price of £335 contrasts with resale on platforms like eBay, where it reaches up to £16,000. The limited production and collaboration with Audemars Piguet explain this excessive demand, although the internal technology remains standard.
Camping for two days for a £335 watch ⛺
In Liverpool, some enthusiasts camped for two days to secure their Royal Pop. Local police intervened due to aggressive behavior among those present. Meanwhile, long queues were also reported in New York and Tokyo, and Swatch canceled an event in Dubai due to an overflow of attendees. All for a watch that, up close, doesn't tell pop art time, but the same time as any other. That said, reselling it could pay your rent for a year.