Large crowds of people have being queuing outside Swatch stores worldwide, with some shops having to close over safety considerations.
Police had to be called to deal with large gathering of shoppers outside some stores in the UK, France and Switzerland as people gathered to buy the new pocket watch made in collaboration with Audemars Piguet.
Swatch's new Royal Pop sells for £335 but has already been put on resale by some buyers online for up to £16,000.
A man told the BBC he managed to buy a watch for £335 and resell it for "just over £1,000".
