• Chaos erupted during the launch of limited edition Swatch watches in multiple cities.
• Police deployed tear gas in Paris to manage large crowds outside retail locations.
• Similar disturbances occurred in Milan, the Netherlands, and New York.
• Swatch closed stores in London and other UK cities for safety reasons.
• Some buyers resold the watches at extreme mark-ups, with retail prices ranging from US$400 to US$420.

The launch of limited edition Swatch watches culminated in chaos across several cities, including Paris, where police resorted to firing tear gas to disperse a 300-strong crowd at a store. Hundreds of eager customers had queued for days to acquire the sought-after “Royal Pop” timepieces, a collaboration with luxury watchmaker Audemars Piguet (AP). The congestion led to significant damage, including a metal shutter and two security gates, as police indicated that security needs were underestimated by store management, according to SCMP, Channel News Asia, and The Local.

In Milan, disturbances escalated as fights broke out in front of Swatch stores right as they opened, capturing the chaos in local media. Furthermore, in the Netherlands, police intervened at a mall near The Hague after substantial crowds showed up. The atmosphere was described as “tense,” and some individuals quarrelled when the mall decided not to open, prompting police to send people home. Swatch stores in nearby cities, including Amsterdam and Utrecht, also remained closed amidst rising tensions, according to SCMP and Channel News Asia.

A similar scenario unfolded in New York, where crowds at the Times Square Swatch store experienced pushing and shoving, described by customers as “like a mosh pit.” John McIntosh, who waited in line since Wednesday, commented on the chaotic situation as people scrambled to get the exclusive watches. Buyers reported prices for the watches set at US$400 to US$420, with some reselling them for a staggering US$4,000. Another eager customer opted to pay US$2,400 to bypass the long wait, emphasizing the perceived value in acquiring an Audemars Piguet watch, according to SCMP, Channel News Asia, and The Local.

Due to escalating situations, Swatch was forced to close its stores in London and six other cities across the UK for safety considerations, acknowledging the overwhelming crowds that posed risks during the launch. Despite the chaos, Swatch declined to provide further comments about the incidents when approached by media outlets, as reported by SCMP, Channel News Asia, and The Local.