After chaotic scenes at Swatch stores’ AP launches at Trafford Centre and across UK, the watch seller has been unable to reopen
The Trafford Centre has issued a major update to shoppers after chaotic scenes around the Swatch store at the weekend. Big crowds had turned up on Saturday in the hope of buying the highly coveted new “Royal Pop” range at Swatch, which is a collaboration with luxury Swiss brand Audemars Piguet.
Swatch had previously announced that the new watch range would ONLY be available to buy in stores, rather than online. It sparked frenzied scenes as shoppers queued up from 6am to be in with a chance of buying the £335 Swatch x AP timepiece.
But it descended into chaos as scuffles broke out at the Trafford Centre with witnesses reporting “chairs thrown” and “pushing and shoving”. Police were called but no arrests were made.
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The Swatch store remained closed across Saturday and Sunday at the Trafford Centre amid safety concerns. On Monday morning, the Trafford Centre confirmed the shop on Peel Avenue was unlikely to open today either.
Trafford Centre bosses have also confirmed that the Royal Pop watches will NOT be sold from the Swatch store in the mall “until further notice”. Security officials were seen outside the store on Monday as crowds began to gather again.
A spokesperson for the Trafford Centre said today: “In line with many locations across the world, the Swatch X AP launch was extremely popular at the weekend. The safety of our staff and customers is always our number one priority.
“Swatch Trafford Centre will not be selling this product until further notice. Please visit Swatch’s website for more information.”
Swatch also issued a statement to say: “To all our dear fans worldwide of our AP x Swatch collab, launched on May 16. 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 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.”
The Manchester Evening News have asked Swatch for further comment on when the Royal Pop range will become available again for shoppers to purchase, and are awaiting a reply.
The launch of the collection in stores only, has been criticised by shoppers, many of whom took to Swatch’s official social media posts to complain. Many said it should be available online to ease queues at shops.
Others have criticised the “flippers” – buyers who then resell products for a much inflated price online afterwards.
Atlpics wrote: “Who was the one person or group that decided that it should only be released in the stores?? That person should be held accountable. People are getting hurt for a watch that could easily be sold online and distributed to the people that want it everywhere. The scarcity Model is not a good look right now.. Respectfully.”
Watchoverviews added: “The big problem is that 90% of those in line are greedy flippers wanting a quick profit. It’s a shame that true enthusiasts and collectors can’t get the watches”.
Keepthetime said: “Maybe an online raffle system that generates a QR invitation code that the buyer (capped at one per day) scans at the store within a scheduled time frame. Our even pay online to pickup would be better than… just showing up.”
