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The launch of the new Swatch brings stores to a standstill and prompts police intervention in Barcelona
Barcelona saw scenes this weekend more reminiscent of a major concert or tech launch than a watch shop. The arrival of the new Swatch model in collaboration with Audemars Piguet led to long queues, makeshift camps, and tense moments on Passeig de Gràcia and at l’Illa Diagonal. Some buyers had been waiting for more than five days to get their hands on one of the year’s most coveted pieces.
Excitement grew hour by hour, surpassing all expectations. Dozens of people spent entire nights outside the shops, equipped with folding chairs, blankets, and food, as the queues continued to grow. The situation eventually overwhelmed the stores’ ability to manage the crowds, especially in the hours leading up to opening.
Faced with overcrowding and the risk of incidents, store managers decided to cancel the sale at the last minute. The news caused frustration among those who had been waiting for days and led to tense moments in the surrounding area. The Mossos d’Esquadra had to intervene to control the situation and disperse part of the crowd gathered at the entrances.
Many attendees left the area without a watch and with the feeling they had wasted several days waiting in vain. Some buyers complained about a lack of information and criticised the absence of a reservation system or staggered distribution to avoid crowds. Others resigned themselves to the fact that these kinds of exclusive launches have already become true mass phenomena.
The collaboration between Swatch and Audemars Piguet had generated huge anticipation among collectors and design enthusiasts. The combination of an accessible brand with one associated with Swiss luxury sparked interest weeks before the launch, further fuelled by social media and resale platforms where some models quickly multiply their original price.
The episode once again shows how certain commercial launches can disrupt the routine of Barcelona’s busiest areas for hours. Passeig de Gràcia, used to hosting major international brands and shopping tourism, witnessed a scene that was unusual even for one of the city’s most exclusive shopping streets.
Swatch has spent years turning its special collaborations into global events capable of mobilising thousands of people. The phenomenon took off especially after the launch of the MoonSwatch with Omega, which generated similar queues in cities around the world. Barcelona, with its mix of tourism, luxury, and urban culture, has become one of the places where these kinds of commercial phenomena take on greater social and media significance.