People are queuing outside Swatch stores around the world, and some have had to close for safety reasons.
Police had to be called in to deal with the large crowds of shoppers outside some stores in the UK, France and Switzerland as people gathered to buy new pocket watches made in collaboration with Audemars Piguet.
Swatch’s new Royal Pop retails for £335, but has already been resold online by some buyers for up to £16,000.
One man told the BBC he bought the watch for £335 and resold it for “just over £1,000”.
