Swatch has issued a public appeal urging customers to stop crowding its stores following chaotic scenes over the weekend linked to the launch of the new Audemars Piguet (AP) x Swatch “Royal Pop” collection.
The release, which officially went on sale yesterday, triggered large crowds at several outlets in Kuala Lumpur, with hundreds of customers reportedly lining up overnight in hopes of securing the highly sought-after watches.
Tensions escalated at some locations, with reports of queue-jumping and individuals allegedly charging fees of up to RM50 to reserve spots, leaving many genuine buyers disappointed and empty-handed.
In a statement issued today, Swatch said the safety of customers and staff remains its top priority and strongly advised the public against gathering in large numbers at its stores.
“To ensure the safety of both our customers and our staff in Swatch stores, we kindly ask you not to rush to our stores in large numbers to acquire this product,” the company said.
Swatch also clarified that the Royal Pop collection is not a one-day, limited drop and will remain available over the coming months, easing fears of immediate sell-outs.
To manage the situation, the company has introduced stricter queue controls, including limiting lines to a maximum of 50 people at certain locations, including Malaysia.
Swatch warned that sales may be temporarily suspended if crowd control becomes unmanageable.
The collaboration, which blends Audemars Piguet’s luxury appeal with Swatch’s playful design identity, has drawn strong interest from collectors and resellers, fuelling hype-driven demand.
Members of the public are advised to monitor official updates and avoid gathering outside outlets as the brand works to ensure a safer and more orderly purchasing process.
