Home / Business and Economy / $400 Watch Causes Mobs and Store Closures
$400 Watch Causes Mobs and Store Closures
18 May
Summary
- Audemars Piguet collaborated with Swatch on a new watch.
- Massive crowds formed, leading to store closures and safety concerns.
- Resellers listed the $400 watch for up to $2,000 online.
A unique collaboration between Audemars Piguet, a member of the esteemed "Holy Trinity" of watchmaking, and the accessible Swatch brand has resulted in unexpected public reaction.
The "Royal Pop" collection, featuring brightly colored bioceramic watches inspired by pocket watches and sold with a lanyard, retailed for $400-$425. This release, available only in stores starting May 16, 2026, saw immense demand.
Thousands of eager customers, some lining up days in advance, caused widespread disturbances across various locations. Safety concerns prompted numerous Swatch stores, including those in New York's SoHo and Long Island, to close, with some locations even preemptively shutting down before opening.
Reports indicate instances of police using pepper spray to manage unruly crowds, with four arrests made in New York. The phenomenon extended internationally, with similar issues reported in London. Many attendees aimed to profit from the demand, listing the watches on resale sites for $1,600-$2,000, and some full sets for over $10,000.
The fervent public interest in these relatively affordable timepieces challenges narratives of a dire economy, demonstrating significant consumer spending power and demand for entry-level luxury items.
