Swatch-Audemars Launch Cancelled: "Animalistic" Crowds Force Delhi, Mumbai Store Closures

Launch events for the highly anticipated Swatch x Audemars Piguet collaboration were cancelled in Delhi and Mumbai on Saturday after massive crowds gathered outside stores, triggering chaotic scenes and security concerns. Videos shared widely on social media showed hundreds of people packed inside malls and outside stores as customers rushed to buy the limited-edition “Royal Pop” watches. Authorities and store staff eventually stepped in after the situation became difficult to control.

The collaboration between Swatch and Audemars Piguet had generated huge excitement among collectors, fashion enthusiasts and resellers. Reports said fewer than 100 units from the first batch were available at launch venues in Mumbai’s Palladium Mall and Delhi’s DLF Avenue, leading to people queuing up from the early hours of the morning in hopes of purchasing the watches.

In an official statement, Swatch India confirmed that the launch sale had been postponed due to safety concerns involving both customers and employees. The company stated that the overwhelming demand made the situation difficult to manage and added that “extended queuing” would not have improved anyone’s chances of securing a watch from the limited stock available.

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Several viral videos captured the tense atmosphere at the venues. One visitor claimed people had started waiting from as early as 5 am and alleged that some individuals in the crowd behaved aggressively and even broke through security barriers. Another attendee described the crowd behaviour as “animalistic” and said mall authorities struggled to maintain order despite deploying security personnel at the site.

In one clip that gained significant attention online, a frustrated staff member addressed the crowd directly and announced that the store would remain closed for the day. “We are not animals. The store is not opening today,” the employee was heard saying as disappointed customers reacted around the packed venue. Many people who had waited for hours were forced to leave empty-handed after the cancellation announcement.

The incident also sparked debate on social media, with several users criticising the organisers for failing to anticipate the scale of demand for the luxury watch collaboration. Many suggested that an online lottery or token-based purchase system would have prevented chaos and reduced crowding. Reports also stated that similar scenes unfolded in parts of the United Kingdom, where Swatch temporarily shut stores in multiple cities due to safety concerns caused by large crowds gathering for the launch.

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