AudemarsPiguet News & Analysis

Swatch (SWG) Pocket Watch Launch Causes Global Store Disruptions

Swatch's (SWG) launch of its pocket watch collaboration with Audemars Piguet led to significant overcrowding and store closures in multiple cities. CEO Nick Hayek Jr reported that the retailers closed some UK stores due to safety concerns, yet noted that only 20 out of 220 global stores were affected. The pocket watch is priced from £335 (€385; $400) and is not available online, attracting large crowds partly driven by social media promotion. Authorities generally cooperated during the launch, and after the initial chaos, Hayek indicated that the situation has calmed down.