Swatch stores across London, large parts of the United Kingdom, and several European locations remained closed on Saturday, May 16, due to safety concerns after massive crowds gathered ahead of the anticipated launch of a new limited-edition watch. The Swiss watchmaker's collaboration with luxury brand Audemars Piguet, the Royal Pop collection, drew thousands of enthusiasts, some of whom camped out for days, forming long queues for the in-store-only release. Priced at £335, the watch was limited to one per person per day and has already appeared on resale sites like eBay for up to four times its retail value.
Crowds Overwhelm Security at Key Locations
The sheer size of the crowds forced stores to remain closed as planned openings were abandoned. Loudspeaker announcements were made outside several locations. A video shared on social media platform X showed a large crowd pushing past security outside the Swatch store at Battersea Power Station just before 8 a.m. on Saturday. Another clip captured queues at the Westfield London store, where an announcement instructed waiting customers: "Unfortunately the Swatch store will remain closed for the entire day. This is 100 per cent confirmed. Could you please leave by the nearest exit. Thank you."
Official Closure Announcements
Swatch confirmed via its UK Instagram page at 11 a.m. that all London stores would be closed for the day, citing safety considerations for customers and staff. A follow-up post at 11:10 a.m. extended closures to stores in Liverpool, Birmingham, Sheffield, and Glasgow. The company has not yet announced when the Royal Pop collection will become available for purchase.
In Liverpool, police were called to the Swatch store on Paradise Street, which remained shut as hundreds waited outside. A staff member addressed the crowd at around 9:10 a.m., stating: "We're not opening the shop today. We're not going to be selling anything. We said this two hours ago." Similar scenes unfolded in Cardiff, Wales, where crowds gathered outside the St. Davids Shopping Centre with police in attendance. In Paris, riot police were deployed to control crowds outside the Swatch store at Westfield Parly 2 shopping centre in Le Chesnay-Rocquencourt.
Swatch has not provided a timeline for the resale of the Royal Pop collection, leaving eager buyers uncertain about future availability.
