By Thursday evening, the scene outside the Times Square store resembled a makeshift camp.
This isn’t exactly new for those involved in the resale market, aiming to cash in on a hot release.
The area between Seventh and Eighth Avenues was cluttered with folding chairs and bags, many propped against police barricades. There were also scattered trash bags and coffee cups, which added to the makeshift vibe.
A group of men took turns holding their spots, while others found time to freshen up in a nearby hotel bathroom or grabbed a quick nap in their cars. One woman noted, “I’ve been here for five days!” as she inched her chair closer to the store.
At around 5:32 p.m., a middle-aged woman with strawberry blonde hair seemed to faint while waiting, prompting swift action from NYPD officers who used Narcan to revive her.
All this fuss was for a watch that wouldn’t be available until Saturday.
The excitement centers on a recent collaboration between Swatch and Audemars Piguet—a special edition bioceramic pocket watch that combines the classic design of Audemars Piguet’s Royal Oak with Swatch’s colorful 1980s POP aesthetic.
Prices will range from $400 to $420, depending on the color, but resale values are expected to soar, with offers already reaching into the thousands.
“You really need nerves of steel to be out here,” said reseller Louis M., who had set up camp outside since Monday. He sells a variety of items but plans to keep this watch for himself.
A tempting offer of $3,500 had already come his way.
“Honestly, you’ve got to know your stuff,” he explained.
Lewis mentioned that their group planned to pull all-nighters and would briefly return to nearby hotels to refresh before heading back to the line.
“When the store closes, I rush home to shower and change,” he noted. “My car’s here. We’re just trying to make the most of it.”
Despite the situation, he and his friends seemed to be enjoying themselves. It felt more like a casual gathering with snacks than a stressful wait.
Then there’s John McIntosh, also known as the “Parking Pirate,” a dedicated line sitter. He chuckled while sharing his past experiences, having been present for various events like Diddy’s trial and others.
McIntosh had been hoping someone would pay him to hold their spot, as his eBay account was having issues. He speculated that both jewelers and tourists would be interested in these limited edition watches as they hit the market.
McIntosh also mentioned that NYPD had been keeping an eye on the line, issuing a few tickets and warning people about leaving their chairs unattended.
Queueing has become a well-recognized method for securing exclusive products or sample sales in New York City. Professionals now offer their services on various platforms to manage these waits.
As people queued for everything from bagels to sneakers, it has turned into a practical way of avoiding frustration.
“It’s definitely worth the wait,” said one woman in a mustard yellow hoodie. This was a somewhat unusual experience for her, but the opportunity was too good to pass up, so she decided to stick it out since Monday.
Inevitably, she seemed irritated by McIntosh, who cut in line just that Thursday.
“I get paid to be here,” she said confidently, though she wouldn’t disclose how much she earns.
“I’ve been here since Monday and I’m not leaving,” she insisted.
“It’s not worth arguing over,” McIntosh replied.
A little after 5:30 p.m., chaos erupted at the front of the line.
“Looks like she’s about to do heroin,” said another reseller, who had also been waiting for days.
A woman in a black hoodie suddenly looked unwell as NYPD officers called for additional help. Minutes later, Narcan was administered, and she came to.
Aside from that incident, the security personnel at the front described the atmosphere as rather calm.
“Saturday might tell a different story,” the guard remarked. “Good thing I won’t be here, but you get the idea.”
