Swatch is a multi-billion dollar a year Swiss-based company, which has a significant presence in the US, and around the world.
That fact was put on full display this past weekend, when reports were rampart across the internet and Instagram (with loads of video evidence to back it all up) that chaos was ensuing across virtually all Swatch locations that were included in the physical launch of the brand’s latest and most viral collaboration, ever: the Swatch x Audemars Piguet “Royal Pop.”
Swatch, is both the name of the large watch group (The Swatch Group), and the name of the individual entry-level (Swatch) watch brand within the group. In addition to Swatch watches, the group includes brands such as Omega, Longines, Blancpain, Breguet, Hamilton, Tissot, Glashutte Original, Jaquet Droz, Certina, Rado, ETA (movement maker), Nivarox (regulating parts maker), and is fully integrated to the point that they can make watches with little or no outsourcing (a very rare trait amongst Swiss watchmakers).
Retail is not the Swatch Group’s core competency, and for most of its high-end watch brands, the retail sales are handled by multi-brand retailers. Even many of the monobrand boutiques, are managed by experienced outside retailers. However, for the entry-level Swatch watch brand, The Swatch Group does in fact, own and manage a huge network of retail stores, so at least at the Swatch level, they have experience running over 220 dedicated global locations.
Despite Swatch’s retail store experience, and knowledge that the original MoonSwatch launch in 2022 resulted in violence at its stores, when the Swatch stores around the world opened on Saturday, to sell the $400 and $420 Swatch x Audemars Piguet “Royal Pop” bioceramic (plastic) pocket watches, none of that seemed to matter. Upper management had clearly left its Swatch stores under-prepared for the chaos they presumably knew would ensue. At stores, where in some cases queues had been building for days (not just overnight), absolute chaos erupted. There were arguments, fights, chair throwing, arrests, and there’s even a video of security at one location indiscreetly pepper spraying a crowd. This watch launch echoes what happens at riots, more so than a hard to get watch or sneaker launch.
Swatch eventually issued an official statement on its @swatch and @swatch_us Instagram accounts, but for many, the announcement was made far too late:
“To all of our dear fans worldwide of AP x Swatch collab, launched on May 16.
To ensure the safety of both our customers and staff in Swatch stores, we kindly ask you not to rush to our stores in large numbers to acquire this product.
The Royal Pop Collection will remain available for several months. In some countries queues of more than 50 people cannot be accepted, and sales may need to be paused.”
Just in the US alone (17 of the 21 US stores) had to be closed: King of Prussia, Soho, Roosevelt Field, Somerset, Oakbrook, Aventura, Mall at Millenia, Domain, Northpark, Lenox Square, Green Hills, International Plaza, Southpark, Lincoln Road, Houston Galleriea, Cherry Creek, Valley Fair.
This is not local level store management who botched the launch, this comes from the very top of The Swatch Group. They could have easily shipped more watches (rumors stated 200 to as low as 30 units per store), used GEO-fencing technology, set up a digital order queuing, or sold the plastic pocket watches online. Any number of hype product launch tactics would have made this worldwide launch a safer and more positive experience. There’s engineered scarcity, and then there’s reckless endangerment of your staff, customers, law enforcement, and security. Swatch clearly opted for the latter. Reports suggest Swatch’s upper management tried to blame these incidents taking place around the world on mall staff (putting the responsibility on anyone but themselves). Yet, while all this was happening, Swatch tastelessly touted billions of social media views. Interpret what happened however you like. From our perspective, a thirst for attention, and a toxic corporate culture, caused this easily preventable Royal shitstorm.
