The news: Swatch is doing damage control after the release of its much-hyped Audemars Piguet collaboration led to fights, arrests, and dozens of store closures.

How we got here: On paper, the Audemars Piguet partnership looked like a slam dunk for Swatch, given strong interest in luxury watches and the Royal Pop collection’s accessible $400 to $420 price point. However, in its eagerness to capitalize on demand, Swatch failed to institute adequate crowd control and safety measures, even as it opted to make the range a store exclusive—all but guaranteeing chaos.

• Swatch was forced to close dozens of stores—some before they opened—due to unruly crowds; in some places, authorities resorted to tear gas and pepper spray to disperse disappointed customers.
• The company tried to downplay the situation by noting that less than 10% of its global store count was affected, while also blaming mall partners for insufficient crowd management resources.

Lessons for retailers: Swatch’s debacle is a case study in what not to do for a luxury drop.

Companies need to set expectations. Brands need to be clear about how much inventory is available at each store and impose strict queue limits to ensure crowds don’t get out of hand.

Implement traffic control. Companies should use digital ticketing, staggered visit windows, and other methods to better control traffic flow and keep employees from becoming overwhelmed.

Learn from mistakes. Swatch’s disastrous launch mirrors the company’s 2022 MoonSwatch release, which similarly required police intervention at stores worldwide and left many customers empty-handed. By repeating its mistakes, Swatch has further alienated shoppers while making brands wary of future partnerships.

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