Hundreds of people gathered outside the Swatch store on Passeig de Gràcia in Barcelona on Saturday, 16 May 2026, causing police to intervene and the shop to remain closed. The crowds were hoping to buy a limited edition watch collection, 'Royal Pop', launched in collaboration with Audemars Piguet.
Police sources said around 300 people had queued outside the store, with some buyers waiting for days. The large number of people made it impossible for the shop to open safely. Mossos d'Esquadra and Guardia Urbana officers were deployed to control public order and prevent incidents as attendees pushed to enter the premises.
Another Swatch store in the city, located in the Illa Diagonal shopping centre, opened as planned but also saw a large number of customers in the early hours. The 'Royal Pop' watches cost between €385 and €400. They are inspired by high-end models that can cost over €20,000.
Resellers Drive Demand
This price difference has generated significant interest, particularly among resellers. These individuals have already started advertising the watches on second-hand platforms, where prices are expected to increase sharply. Some models have appeared on resale sites for up to £16,000 in the UK, showing the high demand and speculative pressure from this collaboration.
The situation in Barcelona was not unique. Similar scenes unfolded in other cities globally. In the United Kingdom, Swatch temporarily closed several stores in London, Birmingham, Glasgow, and Liverpool after hundreds of people gathered before opening. The company stated the decision was for the safety of both customers and staff.
This global launch has been marked by high anticipation and logistical problems due to its commercial success. Moving forward, Swatch will need to consider how to manage future limited edition releases to avoid similar safety concerns and public order issues.
