The launch of the Royal Pop pocket watch, a collaboration between Swatch and luxury watchmaker Audemars Piguet, triggered chaotic scenes in cities around the world as large crowds gathered outside selected stores. Some people queued for days to buy one of the eight models, priced at 335 pounds, with reports of scuffles, injuries and police intervention in several countries. Swatch temporarily closed some stores, citing safety concerns, while saying that issues occurred in a minority of locations and that the collection would remain available for several months.

Retail experts said the intense interest was fuelled by months of online promotion and the appeal of owning a luxury-branded product at a fraction of its usual price. However, critics argued that limiting sales to physical stores created unnecessary risks and diverted police resources. There were also concerns about online resales, with some watches quickly listed for thousands of pounds and buyers using technology to bypass purchasing limits.

Reactions to the watch itself have been mixed. Some buyers see it as a collectible item that could rise in value over time, while others question whether it justifies the cost and long waits. The frenzy has highlighted both the power of exclusive brand collaborations and the tensions they can create between marketing hype, consumer safety and long-term value.