ALKHOBAR: Long queues formed outside Swatch stores in Riyadh this week as customers waited for the latest Swatch and Audemars Piguet collaboration, turning a colorful plastic watch into one of Saudi Arabia’s most memorable retail moments.
Videos shared across social media showed people standing in line for hours, while resale listings quickly appeared online at prices several times higher than retail.
Starting at SR1,500 ($400) at retail price, regional resellers are now listing the watches for upwards of SR10,000.
The collaboration — part of Swatch’s growing partnerships with luxury Swiss watchmakers, which include Omega — sparked reactions ranging from excitement to disbelief.
Some praised the watches as accessible collectibles; others questioned why people would queue overnight for a product many described as “just a Swatch.”
