Scenes of disorder erupted outside multiple Swatch boutiques in Milan on Saturday as hundreds of watch enthusiasts and resellers gathered for the highly anticipated global launch of the limited edition of the Swatch x Audemars Piguet 'Royal Pop' collection.

Some customers waited overnight, bringing power banks and foldable chairs in an attempt to secure an early spot, but were ultimately unsuccessful as the watches sold out before their turn.

The collection is priced at $400 for the standard two-hand models and $420 for the versions featuring a small seconds dial. It reportedly sold out by 11 a.m., leaving many frustrated customers after waiting for hours.