The launch of a limited edition Swatch watch collection in collaboration with Audemars Piguet has caused crowds, police interventions, and the preventive closure of establishments in Barcelona, but also in the United Kingdom.
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The release of a new watch collection has unleashed scenes of crowds and tension in several cities around the world this Saturday. In Barcelona, hundreds of people gathered in front of the Swatch store on Passeig de Gràcia with the aim of acquiring one of the models from the limited “Royal Pop” collection, which prevented the store from opening.
According to police sources, some buyers had already been queuing at the store doors for days, but the number increased significantly to about 300 people this Saturday. The situation forced the Mossos d’Esquadra and the Guardia Urbana to intervene, deploying units to control public order and prevent incidents amid the pressure from attendees to access the store.
Faced with the impossibility of guaranteeing security, the store managers chose not to open. Another brand store in the city, located in the Illa Diagonal shopping center, was able to start the day but also recorded a strong influx of customers in the early hours.
The watches from the “Royal Pop” collection, priced between 385 and 400 euros, are inspired by high-end models that can exceed 20,000 euros. This difference has sparked great interest, especially among resellers, who have already started advertising on second-hand platforms, where prices are expected to multiply.
The situation has repeated itself in other parts of the world. In the United Kingdom, Swatch has decided to temporarily close several stores in cities such as London, Birmingham, Glasgow, or Liverpool after hundreds of people gathered before opening. The company justified the decision for safety reasons for both customers and workers.
Meanwhile, some of the models have already appeared on resale platforms with prices reaching up to 16,000 pounds sterling, evidencing the high demand and speculative pressure generated by this collaboration. The phenomenon has also spread to other international capitals, consolidating a global launch marked by anticipation and logistical problems associated with commercial success.
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