The boss of Swatch has defended the launch of its collaboration with Audemars Piguet after shops in cities around the world saw disruption when large crowds attempted to buy its new pocket watch.
CEO Nick Hayek Jr told there had been “overcrowding like hell” at some of its stores for the Royal Pop timepiece but said it “clearly communicated that this is not a one-day event” and production would continue for months.
“Having crowds at the beginning of the launch of [a] product should not be bad news, it should be something that is good news,” he said.
It comes after the retailer was forced to close some UK stores due to safety concerns at shopping centres, with shops affected abroad.
The pocket watch, which costs from £335 (€385; $400) and is not available to buy online, combines Swatch’s 1980 pop-art style with luxury watchmaker Audemars Piguet’s octagonal bezel, far below the many of thousands of pounds the latter’s watches normally command.
