Swatch CEO Defends Royal Pop Watch Launch After Store Chaos

Swatch’s chief executive has pushed back against criticism of the brand’s chaotic new product debut, BBC Business reported Tuesday, saying overwhelming consumer interest in the Royal Pop pocket watch was ultimately a positive sign despite forcing multiple UK store closures.

Crowds Overwhelm Stores at Royal Pop Debut

CEO Nick Hayek Jr acknowledged that some locations experienced severe congestion during Monday’s launch of the Royal Pop, a collaboration between Swatch and Swiss luxury house Audemars Piguet. He described the situation at certain outlets as intense but framed it as evidence of genuine demand. He also stressed the product is not a limited release and that manufacturing will continue for months.

The Royal Pop retails from £335 and is sold exclusively in-store. Its design merges Swatch’s signature 1980s pop-art aesthetic with the iconic octagonal bezel long associated with Audemars Piguet. That makes it a fraction of the price of a typical Audemars Piguet timepiece, which often runs to many thousands of pounds.

UK Stores Bear the Brunt

Outlets in Manchester, Liverpool, Birmingham, Sheffield, Glasgow and London all shut temporarily over public safety concerns. Police were called to a Cardiff shopping centre, where a 25-year-old man was arrested. The Old Trafford store in Greater Manchester later reopened after officers dispersed the crowd. Swatch said only around 20 of its 220 global stores were meaningfully disrupted.

Hayek Jr said sites that coordinated with local authorities and shopping centre management in advance fared significantly better. He did not condemn buyers who immediately flipped the watch on the secondary market, noting that reselling is a routine feature of the broader luxury goods industry.

Why the Hype Took Hold

Amna Khan, senior lecturer in consumer behaviour and retail at Manchester Metropolitan University, told the BBC the frenzy reflects how social media shapes purchasing decisions, especially among younger consumers. Platforms amplified awareness of the launch rapidly, pulling in buyers who felt the watch offered a rare entry point into the Audemars Piguet universe at an accessible price.

Khan noted that a significant proportion of shoppers were unaware the Royal Pop is a continuous production item rather than a strictly limited edition. That misperception likely accelerated the urgency many felt to queue for hours.

Hayek Jr maintains the debut was a broader success. Conditions at stores, he said, have settled since the opening day rush subsided.

Read Next: What Is Driving Luxury Goods Demand in 2026?