Long lines, resale or stores closed by the police have been some of the consequences of the global launch of Royal Pop, a collection of watches resulting from the collaboration between the emblematic Swiss brands Swatch and Audemars Piguet. The sales strategy, which aspired to generate expectation and exclusivity, has unleashed a situation of chaos and confusion that threatens to leave its mark on the reputation of both firms.

The pocket watches in the collection combine distinctive features and iconic references of the category. They are inspired by Audemars Piguet’s legendary Royal Oak collection, launched in 1972, as well as the Swatch Pop watches of the 1980s, and are articulated by the colorful and vibrant style of Pop Art. The line is made up of eight different models designed to be worn in multiple ways.

The brands assure that it is “a revolutionary collection”. “A rule-breaking collaboration that fuses boldness and positive provocation with the art of fine watchmaking. Two Swiss icons come together in an all-new collection that will redefine the way we wear watches”; Swatch commented on social networks when announcing the watches.

The collection, which began to be communicated a week ago, was officially launched on May 16, with a price of about 400 euros per unit in selected Swatch stores. As the company pointed out in a statement, only one watch could be purchased per person per day, following a strategy similar to that of previous Swatch collaborations.

Chaos in the sale

That is why hours, even days, before the watches arrived at the stores, hundreds of people began lining up at the establishments in order to secure a copy, despite it not being a limited edition. Tokyo, Paris, London, New York, Milan, Dubai, Madrid and Barcelona have been some of the cities in which crowds have gathered in front of the doors of the stores.

Swatch’s limited stock strategy, of which many consumers were not aware, has generated queues and, therefore, also the frustration of many of those who, after long waits, have not been able to get the product. The crowds, for their part, have caused conflicts and disturbances in many parts of the world, as users have shared on social networks.

“It is a shame how things have been done, allowing a queue of 400 people to only have 40 people and they have not even opened the store“, notes a comment on one of Swatch’s Instagram posts. “Your organization has been absolutely regrettable and we hope that you learn your lesson and do not disrespect again so many people who, provoked by your false expectations, have queued for days to leave without their watch.”comments another.

In our country, the presenter and influencer Alba Carrillo has been one of those affected by the management of the launch, judging by what she has shared on her social media profiles, and a video that has gone viral in which she confronted the employees of the Swatch store in Madrid. He has made multiple publications in which he has criticized the brand and shared his experience in a satirical tone.

Such has been the commotion that the brand has issued a statement on its social networks indicating that if the situation continues it could be forced to pause sales. “For safety reasons, towards our customers and our store teams, please do not go to our points of sale in large groups to purchase this product.“, he commented. “The Royal Pop collection will be on sale for several months. In some countries, queues of more than 50 people are not allowed, so sales could be paused.”.

Swatch watches end up on resale

One of the keys to the strategy was to maintain the accessibility and affordability that has characterized Swatch for decades, and at the same time, capitalize on the perception of exclusivity of a luxury brand like Audemars Piguet. This is one of the aspects that has sparked the interest of fans of the brands and collectors, but also resellers.

What’s more, according to some of the user comments in Swatch publications, they have even been present at the exit of the stores. “What happened in the stores in Madrid is a shame. Zero security control, mafias sneaking dozens of people into the top positions and zero concern for those truly interested in the watch and not in resale. It’s time to sell the collection and never touch a Swatch again“, explains one user. “How much commission have the clerks received from the resellers?”questions another.

The truth is that the watches can now be easily found on second-hand platforms, such as Wallapop, where the price per unit is between 1,200 and 2,400 euros. In addition, some consumers offer the watches they have obtained through social networks, or in comments on the brand’s own publications.

The launch, which was presumably intended to raise the perception of both brands, has ended up generating a reputation crisis at an international level. Users regret that Swatch has ignored the brand’s true fans and really interested consumers and call it “shameful” and “regrettable” the whole process. Some are even starting a boycott movement, invited to stop buying the brand’s watches.