Swatch has issued an urgent appeal for calm after the launch of its 'Royal Pop' pocket watch triggered chaotic scenes worldwide. The timepiece, a collaboration with Swiss luxury brand Audemars Piguet, retails for just €385, a fraction of AP's typical €20,000 entry point.
Since Saturday, tens of thousands have lined up at Swatch stores from New York to Geneva. In Paris, police fired tear gas to disperse crowds. Violence erupted in Milan, and multiple locations across the UK and Netherlands were forced to close as demand overwhelmed supply.
Some buyers have already resold the watch online for up to €16,000. Despite the frenzy, Swatch insists the 'Royal Pop' is not a limited edition. The company is urging customers not to rush to stores, but the mania shows no signs of fading.