The Swatch store at The Mall of Millenia (Website) closed early Saturday due to crowd control concerns during the launch of the Pop Royal collection, a collaboration between Swatch and luxury watchmaker Audemars Piguet.
A large crowd gathered outside the store for the release of the pocket watch collection, which retails for around $400. Seven other Swatch stores across the United States also closed early Saturday due to similar crowd issues, and long lines formed at Swatch stores in Europe.
“Today’s Bioceramic Royal Pop Collection launch saw extraordinarily high demand,” Swatch said in a statement. “Some of our stores had to be closed in accordance with our security staff and local authorities to ensure a safe environment for everyone.”
The watches are being resold online for over $1,000, according to reports from other markets where the collection launched.
In a separate statement, Swatch asked customers not to rush stores in large numbers. “The Royal Pop Collection will remain available for several months,” the company said. “In some countries, queues of more than 50 people cannot be accepted, and sales may need to be paused.”
Despite the frenzy, Swatch emphasized that the Royal Pop Collection is not a limited edition.
