Chaos Erupts at Audemars Piguet x Swatch 'Royal Pop' Launch Across Multiple Cities
‘We are not animals’: How AP x Swatch ‘Royal Pop’ launch spiralled into chaos across cities
Image: The Economic Times
The launch of the Audemars Piguet x Swatch 'Royal Pop' watch collaboration led to chaotic scenes in cities including Bengaluru, Mumbai, Delhi, and Dubai, as massive crowds overwhelmed security and caused store cancellations. The event has drawn widespread criticism for inadequate crowd management and safety concerns.
- 01The launch event faced significant crowd control issues, with large queues forming early in the morning across various cities.
- 02In Bengaluru, attendees reported excessive pushing and shouting, leading some to abandon their wait after hours.
- 03The Dubai launch was canceled due to safety concerns after crowds became unmanageable, with no new date announced.
- 04Critics on social media suggested an online lottery system could have mitigated the chaos.
- 05Swatch temporarily closed stores in several UK cities, including Birmingham and Manchester, citing safety for customers and staff.
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The anticipated launch of the Audemars Piguet x Swatch 'Royal Pop' collection descended into chaos across multiple cities, including Bengaluru, Mumbai, Delhi, and Dubai. As thousands flocked to stores hoping to secure a limited-edition watch, scenes of overcrowding and frustration unfolded. In Bengaluru, long queues formed at Phoenix Marketcity, while in Mumbai's Palladium Mall, security struggled to manage the throngs of eager buyers. Viral videos showed attendees expressing their anger, with one person famously stating, 'We are not animals.' Many waited for hours only to leave empty-handed. The situation worsened in Dubai, where the launch was ultimately canceled due to safety concerns, with no revised date provided. Critics on social media lambasted organizers for their lack of preparation, suggesting a lottery system could have been a better alternative. The chaos also prompted Swatch to temporarily close stores in several UK cities, highlighting the global scale of the disarray surrounding the launch.
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The chaotic scenes during the launch have raised concerns about safety and crowd management at retail events, potentially affecting future luxury product launches.
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