Swatch Stores Shut Again as Hordes Flock to Buy £335 Pocket Watch

Swatch Group has temporarily shuttered all stores in Manchester and Liverpool for a second straight day after crowds overwhelmed staff attempting to sell a single product: the new £335 ScubaSkin pocket watch. The decision follows yesterday’s shutdown, which came after police were called to disperse lines that snaked through city centers, tripling in size within hours of opening.

The closures mark the first time Swatch has suspended operations in response to product-specific demand since the brand’s 2020 rebranding strategy. Security footage from Manchester’s Arndale Centre location shows shoppers pushing past barriers, with one customer filmed attempting to bypass a locked door by climbing through a window. Local authorities confirmed they deployed officers to prevent a public safety incident, though no arrests were made.

Swatch Group declined to comment on the supply chain constraints behind the limited run but insiders suggest the ScubaSkin model—designed with a retro 1960s aesthetic and water-resistant titanium case—was intentionally produced in small batches to create artificial scarcity. The move mirrors tactics used by luxury watchmakers to drive hype, though Swatch has historically positioned itself as an accessible brand. Analysts at Deloitte Luxury Goods Report estimate that the ScubaSkin could resell for up to £800 within weeks, fueled by secondary market demand.

Frustration among canceled customers has escalated, with social media flooded by complaints of unanswered calls and emails from Swatch customer service. One Manchester resident, 28-year-old freelance photographer Liam Carter, told *The Chronicle* he had camped outside the Arndale Centre for 36 hours before being told all stock had sold out within 90 minutes of opening. “I’ve bought five Swatch watches in the past year,” Carter said. “This one felt like a must-have. Now I’m stuck with a credit card charge and no watch.”

Swatch Group’s CEO, Nick Hayek, is expected to address the supply controversy during the company’s quarterly earnings call next week. Industry watchers predict the brand may face backlash from its core demographic of millennials and Gen Z consumers, who have increasingly criticized artificial scarcity as exploitative. A petition on Change.org demanding Swatch increase production to meet demand has already gathered over 12,000 signatures.

1. Day One Closure — Manchester and Liverpool stores shut after lines exceeded 500 people; Swatch cited “staff safety concerns”
2. Day Two Closure — Liverpool One location reopened briefly before closing again when a surge of 300 additional shoppers arrived
3. Day Three Outlook — No confirmation on reopening; Swatch advises customers to monitor social media for updates

Retail analysts warn that such extreme measures could backfire, eroding consumer trust in a brand that has built its reputation on affordability and transparency. “Swatch’s identity has always been about democratizing watch ownership,” said luxury retail analyst Priya Mehta. “By mimicking luxury tactics, they risk alienating the very audience that made them successful.”

The ScubaSkin’s design—inspired by vintage dive watches—includes a sapphire crystal and automatic movement, features rarely seen in Swatch’s traditional plastic-cased models. The limited run was announced via Instagram on September 12, with no prior wholesale distribution to retailers. This strategy, while effective in driving hype, has left Swatch facing criticism over fairness and accessibility.