In 2026 it is no longer strange see long lines of people who spend the night outside the stores of a certain brand waiting for the launch of one of their products. What is not so common is to see them at the doors of a youth watch store to a watch that costs 400 euros. Triple that of the average of their watches.
The launch that occurred this weekend was not just any launch, what all that people who were waiting patiently at the doors of the shops I longed for the Swatch Royal Popa watch that emerged from the alliance between Swatch and Audemars Piguet, a Swiss firm whose royal oak from which this model is inspired, starts at 20,000 euros. Such a fuss has been made to achieve this, that even the police have had to use tear gas in some stores.
Luxury watchmaking for generation Z
Swatch has been partnering with luxury Swiss watch brands for years to bring haute horlogerie to a generation Z more familiar with smartwatches than with traditional mechanical watches. From there collaborations such as the MoonSwatch with Omega in 2022, with Blancpain and now with the prestigious Swiss manufacturer Audemars Piguet.
According to published the medium of fashion and trends #Legendthe MoonSwatch series created by Omega for Swatch sold more than one million units in its first year and generated around $275 million in revenue. Given such success, the Swiss brand wanted to replicate the recipe with the Royal Pop by Audemars Piguetand get a “luxury” watch adapted to the taste of generation Z.
The Royal Pop transfers that haute horlogerie aesthetic to eight pocket models with Swatch’s characteristic colors, at a price between 385 and 400 euros. A seemingly simple and affordable proposal to wear a luxury piece on your wrist that, however, has exceeded the capacity of Swatch stores from all over the world, to the point that the brand had to make a call for calm from their social networks.
MoonSwatch with developed by Swatch and Omega
Going for a 400 euro watch that already costs 2,500 on Wallapop
The collection was put on sale with a restriction of one watch per person per day. That limitation, far from slowing down demand, triggered it. In Barcelona, hundreds of people had been camping for days in front of the store and the Mossos d’Esquadra they had to intervene and order the closure of the premises. In Paris, the police used tear gas to control about 300 people, and in Milan there were fights between clients and security. The local press from Seville said that long queues also formed in the center of the city.
According what was published by The Wall Street Journal, Most stores sold out in a matter of minutes and Swatch preemptively closed stores in the United Kingdom, the United States and Europe. A few hours after the launch, Royal Pop was already appeared on Wallapop for a resale price of between 600 and 2,500 euros, and on eBay some pieces were ordered for 17,000 euros.
The dynamics of this second hand massive sale has been identical to that of the launches of limited edition sneakers or other exclusive products: buyers with knowledge of the market grabbed the first places in the queue days before their launch and bought and resold immediately, taking advantage of the shortage in the first units.
According to collected Reason Whysome of those who were legitimately interested in the watch complained about the way in which Swatch had organized the launch: “What happened in the stores in Madrid is a shame. Zero security control, mafias sneaking people by the dozens into the first positions and zero concern for those truly interested in the watch and not in resale. It’s time to sell the collection and never touch a Swatch again,” declared one of the people waiting in line at a store in the capital.
A success as a product, a failure as a brand
The Royal Pop chaos is a case of success and failure at the same time. If you look up the definition of “dying successful” in a dictionary, a Swatch logo will appear.
The collection created together with Audemars Piguet has been a resounding success and shows that Swatch’s recipe to try to attract generation Z to the world of luxury watchmaking is the right one. As and as they point out in Marketing InteractiveWith this strategy, both brands win because Swatch ensures large sales in the present, while Audemars Piguet positions itself as an aspirational brand for a new generation of potential. buyers in the future.
The problem is that the management at the Swatch points of sale has been a disaster lacking any foresight, to the point of requiring the intervention of the police to avoid greater evils.
This lack of foresight in such a strategic launch makes the customer feel reluctant to participate in the next campaign because they do not want to have to spend days camped in front of the store to get their unit, even more so when the product is targeted to an audience who, in the near future, aspires to wear an Omega, Audemars Piguet or Blancpain watch on his wrist.
Image | Swatch
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