Swatch boss defends watch launch that sparked chaos and closures

Swatch CEO Nick Hayek Jr. has defended the launch of the Royal Pop watch as 'good news' after overcrowding forced the closure of 20 stores globally ^[1][2].

Hayek Jr. acknowledged there had been "overcrowding like hell" at some stores during the Monday launch of the timepiece, a collaboration with luxury brand Audemars Piguet ^[1][2]. The Swiss watchmaker was forced to close 20 out of its 220 stores worldwide due to safety concerns, with incidents reported in UK cities including Manchester and Cardiff ^[1][2]. The CEO stated that having initial crowds for a product launch should be viewed positively and that production would continue for months, countering perceptions of a one-day event ^[1][2]. The Royal Pop watch, which blends Swatch's pop-art style with Audemars Piguet's design, retails from £335 but has been resold at significantly higher prices ^[1][2]. Hayek Jr. said the situation at stores has since calmed and did not criticize resellers, noting the practice is common in the luxury market ^[1][2].