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Tue, 19 May 2026

Tue, 19 May 2026 Swatch boss says crowds are 'good news' after watch launch sparks chaos

Nick Hayek Jr says the pocket watch launch saw "overcrowding like hell" at a small number of its UK stores.
Swatch CEO Nick Hayek Jr defended the launch of its collaboration with Audemars Piguet, saying "overcrowding like hell" at some stores was a sign of success. He claimed that production would continue for months and encouraged customers to be patient. The launch saw large crowds attempt to buy the new pocket watch, which costs from £335 and combines Swatch's pop-art style with Audemars Piguet's octagonal bezel. Hayek Jr admitted that some authorities and shopping malls had not co-operated with the company, leading to safety concerns at stores in cities around the world. He claimed that most of the affected stores were now calm following Monday's launch. Only 20 out of 220 stores globally were affected by the crowds, and Hayek Jr did not criticise resellers who sold the pocket watch for vast amounts on social media. A consumer behaviour expert said the crowds could be explained by social media hype, with many consumers driven to buy the product because it is exclusive and luxurious.