Portuguese 
English 
Spanish 
4 min of reading 
0 comments 
Launch of the Royal Pop exposes the strength of the collectible watch market, causes turmoil in selected stores, and reignites debate on hype, security, and international resale.
A collaboration between Swatch and Audemars Piguet turned the launch of the Royal Pop into one of the most talked-about episodes in the watch market. The collection arrived in selected stores on Saturday and caused lines, store closures, police intervention, and reports of confrontations in different countries.
The demand for the model grew after months of online campaigning. Each buyer could purchase only one unit, sold for US$ 448, about R$ 2,200. However, the product quickly appeared on the parallel market for much higher values.
Digital campaign increased interest in the Royal Pop
Swatch bet on the combination of affordable luxury, limited edition, and collaboration between Swiss brands to attract collectors and young consumers. According to retail expert Catherine Shuttleworth, interviewed by the BBC, the strategy worked because it combined exclusivity, novelty, and a lower price compared to the Audemars Piguet universe.
-
A new cold air mass will come to Brazil to bring a winter week with the advance of a polar system.
-
Alert for unusual weather in Brazil with above-average rainfall, intense heat in the central region of the country, and a new polar air mass with frost in Rio Grande do Sul, Santa Catarina, and Paraná until the end of May.
-
The largest crane ship in the world is the semi-submersible vessel manufactured in Singapore, capable of lifting 20,000 tons at once using liquefied natural gas to operate between oil platforms and wind farms.
-
Goodbye, radio waves: Europe begins downloading data from satellites to Earth with invisible laser beams at 2.5 Gbps in an ESA-supported project that promises to end interception and jamming that threaten current space communication.
Critic and podcaster Britt Pearce also recognized the appeal of the partnership. For her, this type of collaboration creates a temporary phenomenon but is highly exciting for the audience interested in watches.
Crowds closed stores and required police action
In the United Kingdom, several Swatch stores were closed after hundreds of people gathered outside. Reports indicated aggressive behavior and at least one arrest during the commotion.
Cities like Amsterdam and Milan also reported fights. Similar episodes occurred in regions of Asia and the Middle East, where the demand for the watch exceeded the stores’ capacity to serve.
According to Reuters, police used tear gas to control about 300 people near a Swatch store on the outskirts of Paris. In Lille, in northern France, four people reported assaults during the confusion.
In New York, consumers camped for a week to secure a unit. Reports also indicated that some people felt unwell during the prolonged wait.
Resale turned the watch into a speculative asset
The launch attracted collectors, curious onlookers, and buyers interested in quick profit. People leaving stores with the Royal Pop received offers for double the original price.
A consumer identified as Jaylen told the BBC that he bought a watch for 335 pounds and sold the piece for just over a thousand pounds. He also stated that he paid friends to try to acquire other models in different stores.
Online ads began listing Royal Pop units for values between 3,000 and 5,000 pounds, equivalent to approximately R$ 20,000 and R$ 33,000. The British magazine WatchPro, however, warned that some of these offers may be fake.
Swatch defended the launch and mentioned sales normalization
Swatch stated on Monday that the response to the collection was “phenomenal worldwide”. The company reported that problems occurred in only 20 of the 220 stores where the watches were put on sale.
The brand also compared the episode to the launch of the MoonSwatch, a 2022 collaboration with Omega. In that case, queues, store closures, and police involvement also marked the first day of sales.
The company emphasized that the Royal Pop collection will be available for several months. Thus, Swatch indicated that the pressure on stores should decrease after the initial impact.
Experience divided collectors and consumers
Some buyers evaluated the Royal Pop as a collectible item with potential for appreciation. Some consumers said the watch could be kept, passed on, and gain importance over time.
Others questioned the price, the effort, and the tense environment in the queues. A young woman interviewed in Birmingham stated that the watch was not worth the money or the wait time.
Britt Pearce stated that the experience in a London store harmed her perception of the collaboration. For her, the initial enthusiasm gave way to concerns about public safety.
The Royal Pop case shows how exclusivity, digital marketing, and resale can transform a watch into an object of global dispute. To what extent does an accessible luxury collaboration justify queues for days, store closures, and police intervention?
Be the first to react!