Confusion Surrounds Viral Watch Collaboration
Chaos unfolded over a sought-after watch collaboration, leading to store closures in Los Angeles and beyond as collectors and resellers queued for hours to snag the pricey items.
Starting Friday night, hundreds gathered outside the Topanga Westfield shopping mall in Los Angeles, eager to purchase the latest pocket watches from the “Royal Pop” collaboration between Swatch and Audemars Piguet.
The company described the timepieces as having an ’80s vibe, featuring vibrant colors that combine Audemars Piguet’s iconic Royal Oak design with Swatch’s vibrant POP aesthetics.
However, over 100 eager shoppers found themselves turned away by police due to the store’s limited inventory. Some of the hopeful buyers shared that their main interest was simply the aesthetic appeal of the watches.
“I’m likely the only one wanting to wear it,” noted Aidan Chin from Northridge. “Most are just looking to flip it for $1,200.”
On the other hand, some individuals admitted they were looking to sell at a decent price. “If the price is right, I might let it go,” stated William Enenstein from Woodland Hills. “I mean, if I could get triple the value, that would be great.”
This exclusive collection features eight distinct pocket watches, retailing for around $400 each. Yet, the resale market shows a different story, showcasing prices ranging from $2,000 to even $4,000 for complete sets on platforms like eBay.
As disruptions persisted throughout Saturday leading up to the launch, the Swiss company announced the closure of various locations, including NYC, Houston, Orlando, and Atlanta.
“The launch of the Bioceramic Royal Pop Collection has led to an extraordinary demand. To ensure everyone’s safety, some stores had to close,” a company statement read. “Remember, this collection is not a limited edition.”
It remains uncertain how many of the roughly 200 people in line actually managed to purchase a watch; reports indicate that the store sold about 50 before shutting down.
Similar statements regarding closures were issued for stores in London, Liverpool, Manchester, Birmingham, Sheffield, Glasgow, and Cardiff.
Video footage on social media showed throngs of customers attempting to buy the watches, leading to mayhem.
At the SoHo location in New York City, the crowd was so unruly that the store ultimately didn’t open that day.
In response to the mayhem, Swatch urged customers not to rush to stores in large numbers to obtain the watches. They reiterated that the Royal Pop Collection will be available for several months, but some locations might restrict queues to 50 people and temporarily halt sales if necessary.
The company has been contacted for additional comments regarding the ongoing situation.
