Swatch CEO Responds to Crowds at Audemars Piguet Collaboration Launch
The CEO of Swatch, Nick Hayek Jr, has defended the launch of the company's collaboration with luxury watchmaker Audemars Piguet, following disruptions caused by large crowds at stores worldwide attempting to purchase the new pocket watch.
Speaking to the BBC, Hayek Jr described the situation at some locations as "overcrowding like hell" due to the release of the Royal Pop timepiece. However, he emphasized that the company had clearly communicated that the launch was not limited to a single day and that production would continue for several months.
"Having crowds at the beginning of the launch of [a] product should not be bad news, it should be something that is good news,"
he stated.
The launch led to safety concerns, resulting in the closure of some UK stores and disruptions at international locations. The pocket watch, priced from £335 (€385; $400) and unavailable for online purchase, merges Swatch's 1980s pop-art aesthetic with Audemars Piguet's signature octagonal bezel. This price point is significantly lower than the thousands of pounds typically associated with Audemars Piguet watches.
Hayek Jr noted cooperation from authorities and shopping centres was key to managing the crowds. He told BBC Radio 4's Today programme:
"Most of the authorities, they co-operated with us from the beginning and also most of the shopping malls. And there, where they co-operated with us from the beginning, it went well."
He acknowledged that some situations were tense and that despite best efforts, not everything could be controlled, but overall he described the launch as "extraordinary."
Store Closures and Police Involvement
Swatch's Old Trafford store in Greater Manchester reopened after police were called to disperse a large crowd. In Cardiff, police were summoned to the St David's 2 shopping centre, where a 25-year-old man was arrested, according to South Wales Police.
Additional store closures occurred in Liverpool, Manchester, Birmingham, Sheffield, Glasgow, and London due to safety concerns. Social media videos showed extensive queues and scuffles at other international locations.
The Swiss watchmaker stated that only 20 of its 220 stores worldwide were affected by these issues.
Market Impact and Reseller Activity
Hayek Jr reported that the situation had calmed since the launch day and declined to criticize resellers who have sold the pocket watch at significantly marked-up prices.
"If somebody thinks instead of keeping it for his passion, he is reselling it, this is happening in the luxury market all the time."
Consumer Behavior and Social Media Influence
Amna Khan, senior lecturer in consumer behaviour and retail at Manchester Metropolitan University, explained that the crowds could be attributed to social media-driven consumer interest, particularly among Generation Z.
"When you see this hype, and you see the craze for this product, more and more consumers are going to come because they're interested...
"It's exclusive, it's luxury and it allows you tap into a brand [Audemars Piguet] that you know you wouldn't be able to access... that is why people are going there and buying this."
She added that many consumers may not realize the watch is not a limited edition.
