AP x Swatch Launch at Mumbai Store Cancelled Following Huge Rush of Customers; Videos Go Viral

The much-anticipated launch of the limited-edition Swatch x Audemars Piguet collaboration in Mumbai descended into chaos on May 16 as massive, unruly crowds overwhelmed Palladium Mall in Lower Parel, forcing organisers to cancel the event entirely. Videos from the scene spread rapidly across social media, capturing the disorder that unfolded outside the store.

What Happened at Palladium Mall Mumbai?

Thousands of watch enthusiasts and collectors gathered at the mall ahead of the limited-edition drop, but the situation quickly spiralled out of control. Visuals circulating on Instagram showed dense crowds both outside the mall and near the watch outlet. According to an attendee, the cancellation was triggered after a group of people allegedly entered through a separate gate, sparking arguments and physical scuffles with security personnel. AP X Swatch Craze: Hundreds Camp Outside Stores Worldwide for New Watch.

Police and mall security were seen attempting to disperse the swelling crowd, but the situation had already become unmanageable.

AP x Swatch Launch at Mumbai Store Cancelled

In a clip that drew significant attention online, a staff member was heard shouting "We are not animals" while announcing that the store would not be opening that day. Mall management described the scenes as "truly animalistic behaviour," reflecting the severity of the crowd mismanagement.

Social media user Zerxes Wadia, who was present at the scene, shared his own footage and expressed deep disappointment over the experience. AP X Swatch ‘Royal Pop’: Release Date, Price and Where To Buy.

"It wasn't fun and games anymore. After a point, it just got too rowdy. The kind of people in the queue, the pushing, the abusing, it just sucked all the joy out of it," he said, adding that he no longer even wanted the watch despite having been near the front of the queue.

About the Swatch x Audemars Piguet Royal Pop Collection

The collaboration that triggered the frenzy is the AP and Swatch Bioceramic Royal Pop Collection, a range of pocket watches that fuses the iconic Royal Oak design with Swatch's vibrant 1980s Pop Art aesthetic. Available in eight bold colours, the watches are powered by a newly developed hand-wound SISTEM51 movement inspired by Pop Art. The collection is offered in both Lepine and Savonnette styles, designed for versatile and creative personal styling.

While Mumbai's launch was cancelled, the event proceeded at Delhi's DLF Avenue and PMC Bengaluru on the same day.

(The above story first appeared on LatestLY on May 16, 2026 05:54 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).