Topic analysis

Swatch boss defends watch launch that sparked chaos and closures

Swatch CEO Nick Hayek Jr. defended the launch of the brand's Royal Pop pocket watch, a collaboration with luxury watchmaker Audemars Piguet, which sparked widespread overcrowding, store closures, and safety incidents globally—including UK locations where police were called and one man arrested. Hayek noted the launch was communicated as an ongoing production event (not a limited drop), called the overall launch "extraordinary", and acknowledged reselling is common in the luxury market; experts attribute the hype to social media and consumers' desire to access the high-end Audemars Piguet brand at an affordable £335 price point.