Swatch Store in Barcelona Closes Due to Overwhelming Crowds for Limited Edition Watch Launch
Barcelona, May 16, 2026 – A Swatch store located on Paseo de Gràcia in Barcelona was forced to remain closed on Saturday due to an unprecedented influx of customers eager to acquire the new Royal Pop collection, a collaboration with the prestigious luxury watch brand Audemars Piguet. The crowd, estimated at around 300 people, caused such a commotion that the intervention of the Mossos d’Esquadra and the Guardia Urbana was necessary to prevent incidents.
Massive Demand for Exclusive Timepieces
The highly anticipated Royal Pop collection features unique pocket watches, with a limited production run. These special models are priced at approximately 400 euros, yet they draw inspiration from an original Audemars Piguet design that commands a price of 20,000 euros. The significant price difference and the allure of a luxury collaboration at an accessible price point fueled the intense demand.
Swatch had previously announced the global launch of this singular watch collection, produced in partnership with the Swiss brand with over 150 years of history, known for its high-end timepieces. The Barcelona store, situated at the intersection of Paseo de Gràcia and Gran Vía, was deemed unsafe to open due to the sheer volume of people.
Sources from the Mossos d’Esquadra and the Guardia Urbana in Barcelona confirmed that individuals had been queuing for days, some even overnight, outside the store. This level of anticipation underscores the collection’s perceived value and desirability.
Resale Market Fuels Frenzy
According to reports from EFE, these new Swatch pocket watches are highly coveted by resellers, who anticipate marking up their price by as much as four times on the secondary market. The morning’s congestion and the resulting tension ultimately prevented the store from operating normally.
The Mossos d’Esquadra deployed three vans from their anti-riot unit (ARRO), and the Guardia Urbana also dispatched several patrols to the scene. Their objective was to prevent any disturbances and manage the extensive queue. Faced with hundreds of people attempting to enter the store, management decided against opening its doors.
Another Swatch store in the Illa Diagonal shopping center managed to open its doors initially but soon had to contend with a massive influx of buyers and eventually close. The global launch of this collection on Saturday generated similar queues in numerous Swatch stores worldwide, including in major cities such as Tokyo, Geneva, Singapore, London, and New York.
The Royal Pop Collection: A Fusion of Icons
In its Instagram announcement, Swatch introduced eight unique pocket watches, designed to
