Both Swatch stores in Barcelona, located on Passeig de Gràcia and at Illa Diagonal, were unable to open on Saturday due to large crowds awaiting the launch of a new watch collection. The collaboration with luxury brand Audemars Piguet led to moments of tension, prompting intervention from the Mossos d'Esquadra and Guardia Urbana.
Swatch officials told El Periódico that sales in the Catalan capital would not start in the coming days. The decision to close both premises was made for safety reasons, given the overwhelming response. Afternoon sales were also cancelled, although launches proceeded in other cities such as Madrid and San Sebastián.
The popular Swatch brand began worldwide sales of its new 'Royal Pop' pocket watch collection, produced in collaboration with Audemars Piguet, on Saturday. Pieces are priced between €385 and €400. For many fans, this offers a chance to acquire designs inspired by an original Audemars Piguet luxury watch, which typically costs €20,000.
Resale Market Fuels Demand
Collaborations between watch brands often generate significant excitement among buyers, a trend seen previously. The intense demand in major cities globally is not solely driven by the desire to own a piece, but also by the lucrative resale market. As a limited series, these watches are considered collector's items and highly sought after for resale.
On social media and online sales platforms, the watches are trading for over €2,500, with some being offered directly from store queues. This phenomenon had already led to long queues and overnight camping outside Swatch stores worldwide, including Barcelona, in the days leading up to the launch.
In Barcelona, the queue at the Passeig de Gràcia store reached over 300 people on Saturday morning. Faced with the risk of disorder, the store chose not to open "for safety". This angered buyers who had been waiting for days. To prevent incidents and maintain order, the Mossos d'Esquadra deployed three vans from their ARRO riot unit, while the Guardia Urbana also sent several patrols to manage the line of buyers, according to Efe.
Chaos Across Cities
The other Swatch store at Illa Diagonal also could not operate due to the influx of consumers, leading to a postponement of sales there too. Similar chaotic scenes occurred in other Spanish cities, though without preventing openings, and in major international centres like New York, Tokyo, and London.
The 'Royal Pop' collection combines Swatch's pop aesthetic with the distinctive octagonal case of the Royal Oak. It comes in eight different versions with various colour combinations. Beyond its primary function, the watch can also be used as a pendant, a desk clock, or an accessory to hang from a bag or backpack.
Customers can choose from six two-hand models, displaying hours and minutes, priced at €385. Two other versions, featuring a sub-dial for seconds at 6 o'clock and the crown at 3 o'clock, will cost €400 in stores, but significantly more on the secondary resale market.
