The release of a new, limited version of Swatch company clocks caused unprecedented chaos scenes in several European major cities and in New York City. Hundreds of consumers turned selling points into battle fields, with the public divided into two categories: on the one hand, those who saw at the low price of the product a unique opportunity to obtain a clock with high watch design and, on the other hand, those who aimed at the immediate resale of astronomical profit margins.
The value of the clock on the secondary market was 10 times as fast, Touching $4,000
The situation escaped control in France, where police authorities were forced to use tear gas to restore order.
Fight broke out in Milan over the Swatch x AP "Royal Pop" Collection ???? pic.twitter. Com/I0GE6Luens
— JustFreshKicks (@JustFreshKicks) May 16, 2026
Hundreds of people formed huge queues, waiting patiently throughout the night from Friday to Saturday, and in some cases even for whole 24 hours. Everyone was aiming to buy one of the most coveted watches in the series. «Royal Pop», which was designed and constructed in collaboration with the leading luxury watch house Audemars Piguet.
Chemicals in Paris and clashes in Milan
In France, the consumer audience flooded the points of sale in various cities in the country since Saturday night. According to an official police source, security forces had to intervene by dumping chemicals in order to control a raging crowd of 300 people gathered outside a Swatch store on the outskirts of the French capital.
The incidents caused material damage. For its part, the police pointed out that commercial shop managers had significantly underestimated the necessary security measures required for such an event.
A similar situation prevailed in Italy. As evidenced by audiovisual material broadcast by local media, fierce clashes broke out between civilians and in front of Swatch's shop in Milan, just as the doors to the public opened on Saturday morning.
Ap x swatch collab for a lot of people going mad pic.twitter. com/Hf4ub5BdID
— livebytherules (@livebytherules1) May 16, 2026
Cancellations and closed doors in the Netherlands
A similar tension scene took place in the Netherlands, where police authorities were forced to intervene in a shopping mall on the outskirts of The Hague, due to the mass turnout of hundreds of citizens. According to police, the atmosphere was particularly tense and there were verbal and physical conflicts. In order to defuse the situation, the store administration decided not to open its doors and the crowd was removed from the site. For the same reason, Swatch branches in Amsterdam and Utrecht remained closed, without specifying when they would reopen.
AP x Swatch chaos in Thailand ???????? https://t.co/FrujnktkVF pic.twitter. com/Dui6knuYdv
— Cabin ????️ (@watch tsar) May 16, 2026
«His retail price is around $400 and I just sold it for $4,000.»
On the other side of the Atlantic, in New York, the opening of the Swatch store in Times Square was marked by intense quarrels and pushes among the gathered. The picture outside the store was revealing, as many people had set up tents camping behind the metal safety rails.
John McIntos, who waited in line as early as Wednesday, for many of the gathered the official retail price of about $400 was considered an excellent opportunity for such a branded product, while for others the main motive was purely financial gain through direct resale.
Another buyer, named Mac, said he finally managed to acquire a piece, after first suffering for five days in line. «It was extremely tiring and the situation was bad, but I made it.», he said, adding: «His retail price is around $400 and I just sold it for $4,000.».
On the part of the buyers who chose to pay the «hat», 30-year-old Benny explained that he preferred to spend $2,400 on the watch rather than suffer the waiting. «This is a $2,000 charge above the initial price, but you cannot find an authentic AP clock (Audemars Piguet) with less than $2,000. So I think the price was excellent, a real opportunity. I'd rather pay that extra price than bear the waiting.», stated features.
Lucetta and Britain
At the same time, for security reasons and because of the huge masses that flooded the surrounding streets, Swatch was forced to suspend the operation of its stores in both London and six other cities in the United Kingdom. The management of the Swatch company, however, refused to make any official comment on the facts.
naftemporiki. gr
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