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Chaos Breaks Out At AP x Swatch Launch Sites
At Recent York locations, including Long Island’s Roosevelt Mall and Times Square, foot traffic built into hours-long queues as the discharge tied to the Audemars Piguet x Swatch collaboration went live. Videos circulating online show dense crowds pressed up against barriers, with waves of individuals surging forward as doors opened. What began as anticipation quickly became a bottleneck situation. Many patrons packed tightly enough to make movement inside and out of doors the shop difficult to administer.
The situation wasn’t isolated. Across multiple cities, similar scenes unfolded, with some locations ultimately shutting down entirely after staff and security were overwhelmed by turnout. In a lot of cases, police intervened as tensions rose inside packed stores and customers fought over access to limited inventory. Officials used crowd-control measures, including pepper spray and mace, to revive order in especially volatile moments.
Young Thug & Plies Weigh In On The AP Frenzy
Plies and Young Thug were amongst celebrities who shared their thoughts on the chaos on social media. Plies weighed in on the eye the drop was receiving, writing:
“It Seem Like We More Upset About $300 ‘AP’. Than We Are About What The Supreme Court/ White House Is Doing To Us! I’m Not Tryin To Tell No person What To Care About! But If The Roles Was Reversed & They Voting Rights Was Being Attacked. I Know Which One They’d Be Upset About!!!”
Meanwhile, Young Thug took a more dismissive, observational tone, reposting commentary on Instagram and adding, “Idk why n*ggas actin like they wasnt already payin $300 for them APs.” Nonetheless, the reactions reflected two different angles of the identical moment. One pointing toward broader social priorities, the opposite cutting through the hype with a reminder that the value point itself wasn’t necessarily latest territory for some consumers.
Y’all So Messy The Company Had To Speak Out
Moreover, in response to the disruption, Swatch issued an announcement acknowledging the “extraordinarily high demand.” Additionally they confirmed that some stores needed to close temporarily in coordination with local authorities to make sure safety. Moreover, they said the gathering wasn’t limited edition and so they planned to release more inventory despite the chaos across the rollout.
— Swatch (@Swatch) May 16, 2026