Swatch, the Swiss watchmaker, closed dozens of its stores on Saturday, May 16, 2026, as vast crowds lined up to purchase the Royal Pop pocket watch, a collaboration with luxury timepiece maker Audemars Piguet. The frenzy prompted police intervention in some locations, though specific cities were not confirmed.
The Royal Pop pocket watch, priced at $400, is a limited edition piece inspired by Audemars Piguet's Royal Oak design. Swatch and Audemars Piguet announced the collaboration on May 14, 2026, with sales starting May 16. The watch features a colorful, playful design and is part of a series that includes previous collaborations like the Bioceramic MoonSwatch.
Reports from social media showed long queues forming overnight outside Swatch stores in major cities such as Tokyo, London, and New York. Some stores ran out of stock within hours, leading to temporary closures to manage crowds. Swatch did not immediately comment on the number of stores affected or total sales figures.
This is not the first time a Swatch collaboration has caused such demand. The 2022 MoonSwatch collaboration with Omega also saw similar scenes, with resale prices soaring. The Royal Pop is expected to follow a similar pattern on secondary markets.
