Upper Merion Police said dozens of officers were initially dispatched when the crowd waiting for the new "Royal Pop" pocketwatch - a collaboration between Swatch and luxury brand Audemars Piguet - grew defiant. The mall remained closed until noon, though the Swatch store will stay closed through the weekend.
Long lines formed as early as 4 a.m., with resellers and collectors hoping to secure the watch. "If we got it, it was about $400 dollars. It's going for about $3,000 on the market right now," said Keith Henry. "That's why everyone was out there. That's why they were acting crazy."
Cole Reichard, owner of Kicks Collective PA, compared the scene to "the early 2000s Black Friday - OG Black Friday."
Police said the crowd swelled to the point that 100 additional officers were called in to disperse the group. Some people attempted to enter the mall by breaking down doors, authorities said. One person was arrested for defiant trespassing, and no injuries were reported.
Henry described the rush as part of the reseller culture. "That's part of the game. Whoever get to the store first. If you get to the store first you win, you get your money."
Reichard said the situation, while disorganized, was calmer than other international releases. "No one I know of got into a fight. No one got hurt so that's all we can ask for."
Customers expressed frustration with the lack of planning. "There should have been at least a stamp, a wrist band, something to allow people to have a spot," Reichard said.
A mall spokesperson did not elaborate on how they would prepare for future item releases.
A sign now posted at the Swatch entrance states the new watch will not be sold at the location. Swatch later urged customers on social media not to rush stores in large numbers, noting the Royal Pop Collection will remain available for several months.