KUALA LUMPUR, May 17 — Following a weekend of frenzied queues and arguments, Swatch has issued an official plea to fans to stop rushing its stores for the new Audemars Piguet (AP) x Swatch collaboration.
The “Royal Pop” collection, which officially launched yesterday, saw hundreds of hopeful buyers lining up overnight at key locations in Kuala Lumpur.
The launch was marred by reports of professional runners charging up to RM50 to hold spots in line, leading to frustration and “shattered hopes” for many genuine collectors who left empty-handed.
In a statement released today, Swatch said that the safety of both customers and staff is their top priority.
“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 X Audemars Piguet Royal Pop watches are displayed in a presentation case at Mid Valley Megamall in Kuala Lumpur on May 16, 2026. — Picture by Yusof Isa
Addressing fears of the collection selling out immediately, Swatch clarified that the Royal Pop Collection is not a limited one-day-only release and will remain available for several months.
To prevent a repeat of Saturday’s chaos, the Swiss watchmaker has implemented a strict new queuing policy.
In several regions, including Malaysia, stores will no longer accept queues of more than 50 people.
The company warned that sales may be paused entirely if crowd control becomes unmanageable.
The collaboration, which merges the high-luxury aesthetic of Audemars Piguet with Swatch’s accessible, playful design, has become a lightning rod for the “hypebeast” community and resellers.
Local fans are advised to check official channels for stock updates and to avoid congregating at outlets, as the brand moves to ensure a more orderly distribution of the highly sought-after timepieces.