Birmingham, United Kingdom – Video filmed by X user JimmySendrix captured chaotic and dangerous scenes outside the Swatch store at Birmingham’s Bullring shopping centre during the Swatch x Audemars Piguet launch on the evening of May 15, 2026.

The footage shows hundreds of watch enthusiasts packed tightly into a poorly managed queue stretching out of the mall. People can be seen pushing and shoving against lightweight barricades that appeared unsecured as the crowd became increasingly disorderly.

Security staff appeared overwhelmed while the camera moved across the dense crowd gathered outside the store. Police officers later stepped in to disperse people as pushing and shouting intensified. The video also showed clear signs of pepper spray being deployed during the confrontation.

The atmosphere outside the Swatch store grew increasingly tense as officers attempted to regain control of the situation.

The person who filmed the video described the event as “one of the most dangerous and badly organized product drops” he had ever experienced. He pointed to poor crowd management, weak barriers, unclear directions from staff, and security teams that were unable to cope with demand for the limited-edition watches.

Police eventually warned people to leave the area or face arrest.

The footage formed part of wider scenes reported at multiple Swatch stores across the United Kingdom during the heavily anticipated “Royal Pop” release, where poor planning resulted in unsafe conditions and police intervention in several cities.

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