Swatch stores across Britain remained shuttered for a second day Wednesday as chaos erupted over the launch of a £335 Snoopy-themed pocket watch, leaving frustrated customers empty-handed after hours-long queues.
The new MoonSwatch Mission to the Moonphase pocket watch, a collaboration between Swatch and Omega, went on sale Tuesday exclusively in physical stores, triggering mayhem reminiscent of previous limited releases. Despite Swatch insisting the white pocket watch isn't technically limited edition, its brick-and-mortar-only availability sparked frenzied demand across the country.
Social media filled with images of chaotic scenes outside Swatch outlets, with shoppers queuing for hours only to be turned away when stocks ran out or stores closed early. Many customers vented frustration at the Swiss watchmaker's handling of the launch, questioning why the product couldn't be sold online like most retail items.
"It's 2024 and they're still doing this archaic queuing system," one disappointed shopper posted on Twitter, echoing widespread sentiment about Swatch's controversial launch strategy.
The bedlam mirrors previous MoonSwatch releases that have consistently overwhelmed stores and angered customers. Swatch's insistence on in-store-only sales - ostensibly to create an exclusive shopping experience - has repeatedly backfired, generating overcrowding and widespread dissatisfaction.
By Wednesday afternoon, Swatch stores displayed signs announcing temporary closures or confirming the pocket watch was sold out, reigniting debate about whether such launch tactics remain viable in Britain's digital retail landscape.