The launch of Swatch's new collaboration with luxury Swiss watchmaker Audemars Piguet led to chaotic scenes across Europe, with shoppers queuing for hours to purchase the £330 Royal Pop pocket watches. In cities like Manchester, Liverpool, and Milan, police intervened as scuffles broke out among the crowds eager to secure the limited-edition watches, which are predicted to resell for up to six times their retail price. Swatch has faced criticism for its decision to sell the watches exclusively in physical stores, leading to overwhelming demand and safety concerns. The Trafford Centre's Swatch store has been closed indefinitely following the incidents, raising questions about how customers will obtain the watches. Entrepreneur Jay Carter, known for promoting reselling, suggested that many young people participating in the queues are engaging in entrepreneurship rather than greed, arguing that the chaos was caused by a small minority. He proposed that Swatch should have better organized the launch, possibly through an online raffle. As the situation unfolds, Swatch aims to calm the frenzy by assuring customers that the collection will not be a limited release.