Swatch has released a new watch as part of the Omega x Swatch collection, MoonSwatch. This new model, ‘Mission to the Moonphase‘ features Snoopy, who has been NASA’s safety ambassador since the 1960s.
The promotion and leadup to the launch had many excited to get their hands on one of the new watches. Shoppers started to arrive in anticipation the night before.
This is the largest launch to date in our security partnership with Swatch. Around the country, hundreds of customers queued to be in with a chance of purchasing the watch.
We deployed our security teams throughout the UK, securing stores in Liverpool, Edinburgh, Glasgow, four stores in London, and a pop-up shop. This was the first ever launch event for London’s White City and Carnaby Street, and the prestigious Harvey Nichols London hosted the pop-up shop once again.
This was a fantastic launch day for Swatch, overseen by Regional Manager Tom Sharman and Area Managers Andrew Martin, David Nduka, and Daniel Frimpong.
In preparation for a UK wide concurrent new product drop, our in-house crowd management experts designed a specialised crowd management plan. The implementation of this planning has led to the elimination of disorderly queues and benefits other stakeholders such as shopping centre operators, neighbouring stores, local authorities, and the police.
Our approach to managing Swatch’s product launches helps to keep people safe by effectively managing crowds eager to secure their highly sought-after products.
