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Swatch CEO addresses store disruptions during watch launch
Nick Hayek Jr. acknowledged overcrowding at some locations but called the response to the Royal Pop pocket watch a positive sign of demand. The limited-availability timepiece sparked safety concerns in multiple cities worldwide.
Retailer closes stores amid safety fears
Swatch temporarily shut several UK outlets, including branches in Manchester, Cardiff, Liverpool, Birmingham, Sheffield, Glasgow, and London, after crowds overwhelmed shopping centers. Police were called to disperse gatherings at some sites, including St David's 2 in Cardiff, where a 25-year-old man was arrested. The company confirmed only 20 of its 220 global stores faced disruptions.
Hayek Jr. told the BBC that while some situations became "tense," most authorities and mall operators cooperated with the launch. "There can be certain situations that are tense, and everybody did their best, but sometimes you cannot control everything," he said. He described the overall launch as "extraordinary."
Watch design merges pop art with luxury aesthetics
The Royal Pop pocket watch, priced from £335 (€385; $400), blends Swatch's 1980s pop-art style with Audemars Piguet's signature octagonal bezel. Unlike Audemars Piguet's usual offerings, which often cost tens of thousands, this collaboration is far more accessible-though it is not sold online.
Hayek Jr. emphasized that the product would remain in production for months, countering perceptions of scarcity. "We clearly communicated that this is not a one-day event," he said, adding that initial crowds should be seen as "good news."
Resellers capitalize on hype
The CEO declined to criticize resellers who flipped the watches for higher prices, noting such practices are common in the luxury market. "If somebody thinks instead of keeping it for his passion, he is reselling it, this is happening all the time," he said.
Consumer behavior driven by exclusivity and social media
Amna Khan, a senior lecturer in consumer behavior at Manchester Metropolitan University, attributed the frenzy to Gen Z's response to social media hype. "When you see this craze for a product, more consumers come because they're interested," she said. The watch's appeal lies in its perceived exclusivity and connection to a luxury brand typically out of reach for many buyers.
Khan added that many shoppers may not have realized the watch is not a limited edition, suggesting the rush was fueled by misconceptions about availability.
Police intervene at Manchester store
Swatch's Old Trafford location in Greater Manchester reopened after police were called to manage crowds. Similar scenes played out internationally, with videos on social media showing long queues and minor altercations at stores.
