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Swatch shops in Manchester and Liverpool have remained closed for a second consecutive day due to large crowds forming as buyers eagerly sought the newly released £335 pocket watch. The surge in demand led to long queues and disruptions, prompting the company to take action. Following the global rush at various branches, Swatch took to social media, urging customers not to flock to stores in large groups. They reassured the public that the watches, which have been resold online for up to £16,000, will be available for months to come.
Despite these reassurances, some critics spoke out against how the product launch was handled. Concerns were raised about the lack of availability of the watch on Swatch’s website, and there were complaints that police efforts were being diverted unnecessarily to manage crowds. In response, Swatch released an online statement emphasizing the importance of safety for both customers and employees. The company stated that in certain countries, gatherings of more than 50 people cannot be permitted, and as a result, sales may need to be temporarily suspended to manage the situation.
The frenzy surrounding the launch saw police intervention in multiple locations. In Liverpool, officers were called after reports of threats outside a store, while a man was arrested in Cardiff. Security personnel were also deployed at a store near Versailles in France, reflecting the widespread nature of the disturbances. Meanwhile, one launch event in Dubai was cancelled due to similar concerns, and police activities were reported at stores in France and Switzerland as well.
The highly anticipated product is part of Swatch’s new “Royal Pop” collaboration with luxury Swiss watchmaker Audemars Piguet. Inspired by the 1950s and 60s Pop Art movement, the collection represents a fusion of Audemars Piguet’s iconic Royal Oak design with Swatch’s vibrant and playful Pop brand from the 1980s. Although the retail price ranges between £335 and £350, the watches have attracted significant attention from resellers, driving prices much higher on the secondary market. Even in New York, the excitement was palpable, with some enthusiasts camping out for days in Times Square, with reports of several people becoming unwell during their wait
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