The launch of the limited-edition Audemars Piguet x Swatch “Royal Pop” collection triggered chaotic scenes in Bengaluru, with viral videos showing massive crowds, pushing, and confusion outside stores.
At Phoenix Marketcity in Whitefield, hundreds of watch enthusiasts reportedly gathered from early morning hoping to purchase the luxury collaboration timepiece.
Viral videos show packed queues
Videos circulating on social media showed long queues stretching across the mall premises, with frustrated customers struggling to manage overcrowding near the store entrance.
Several attendees complained online about poor crowd management and lack of communication from organisers despite the expected demand surrounding the launch.
Some users described the atmosphere as increasingly hostile due to pushing, shouting, and overcrowding.
Similar scenes reported in other cities
Apart from Bengaluru, similar scenes were reported in Mumbai, Delhi, and Dubai, where large crowds gathered outside Swatch stores for the launch.
According to reports, the Dubai launch was eventually cancelled over public safety concerns after authorities observed uncontrolled crowding outside malls.
The incident sparked wider discussions online about hype culture surrounding luxury products and the growing demand for limited-edition collaborations in India.
Social media debates crowd behaviour
Many social media users criticised attendees for aggressive behaviour, while others blamed organisers for inadequate planning despite the popularity of the collaboration.
Some users also pointed out that the frenzy reflected changing luxury consumption trends among younger urban buyers in cities like Bengaluru and Mumbai.
The limited-edition collection has generated global excitement among collectors and watch enthusiasts due to its rarity and brand collaboration appeal.