Thousands gather outside Swatch stores worldwide for exclusive collaboration

Audemars Piguet, a luxury Swiss watch company, created the pocket watch together with fellow Swiss company Swatch, known for its affordable watches.

The highly sought-after collaboration, a pocket watch called Royal Pop, hit shelves worldwide on Saturday, May 16, with Australians queuing outside Swatch stores in Sydney to get their hands on the colorful pocket watch.

Videos of the winding row of fold-out chairs and tents on Sydney’s Pitt Street have emerged online, with some adding they had seen people queuing since Thursday. 

Audemars Piguet is one of the most expensive and exclusive watch companies in the world, so the thought of owning a watch with their brand for less than $1000 sent collectors into a panic.

The watch is only available in selected personal stores worldwide.

Swatch stores around the world have experienced similar crowds of people trying to get their hands on the lucrative pocket watch.

Some Swatch stores in Britain even refused to open their doors due to safety concerns caused by crowds.

In response to the intense crowds and lines, Swatch has published a statement on its website, discouraging people from queuing.

“To ensure the safety of both our customers and our staff in Swatch stores, we kindly ask you not to rush to our stores in large numbers to purchase this product,” the statement read.

“The Royal Pop Collection will remain available for a few more months.

“In some countries/regions, queues of more than 50 people cannot be accepted and sales may have to be paused.”

In Milan, a brawl broke out outside a shop, while in Paris police used tear gas to disperse crowds.

According to Pop Art, the idea behind the collaboration came from Pop Art Audemars Piguet website.

“Audemars Piguet and Swatch unveil Royal Pop, a new collection that brings together creativity and daring with haute Horlogerie,” it reads.

“Inspired by Pop Art, this collaboration reinterprets Royal Oak’s iconic codes through a disruptive pocket watch, available in eight models and designed to be worn in multiple ways.”

The pocket watch can be worn in different ways, for example as a necklace and as a bag charm. 

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