Massive Crowd Gathers Outside Closed Swatch Store As Watch Launch Chaos Spreads In London

A large frustrated crowd of watch enthusiasts gathered outside a closed Swatch store inside Westfield London (White City) shopping centre on the morning of May 16, 2026.

The handheld video, filmed by X user Gary W L Smith from an upper-level balcony inside the mall, shows dozens of people packed along the glass railing and upper walkway facing the brightly lit Swatch storefront.

Some members of the crowd sit on folding chairs or on the floor, while others lean against barriers and look down toward the store entrance. Many wear hoodies, jackets, and backpacks, and the group can be seen checking phones and talking while waiting.

The Swatch logo is clearly visible behind the glass facade, but the store doors remain shut with no staff inside. An announcement over the mall’s public address system informs shoppers that the store will not open that day due to safety concerns.

The situation is linked to the wider disruption surrounding the Swatch x Audemars Piguet “Royal Pop” limited-edition launch. Overnight queues and large crowds forced closures of Swatch locations across London and other UK cities due to safety reasons.

Police dogs were deployed at Westfield London and Battersea Power Station as similar disturbances occurred in multiple locations. The limited stock of the collaboration watches led to intense demand, leaving many who had camped out disappointed.