Swatch was forced to close stores and halt the release of their £335 limited edition Audemars Piguet pocket watch yesterday after stampedes and fights broke out.
People across the world camped outside Swatch stores for several nights to get their hands on the 'Royal Pop' timepieces, made in collaboration with the luxury watchmaker whose watches typically start at £15,000.
However, they were left disappointed and empty-handed after Swatch employees announced over megaphones stores would not be opening and would remain closed for the day, seemingly unsure of how to deal with the high demand.
In London's Battersea Power Station, police arrived with K9s after crowds stormed past security guards toward the shop, with claims fights broke out.
The Met also descended on Westfield in White City with police dogs this morning after people refused to leave the shopping centre, despite the launch cancellation, and camped outside the Swatch store for another night.
Customers at many stores across the capital were greeted with loudspeakers announcing the stores would not be opening.
One video shared on X, formerly Twitter, appears to show a large crowd forcing their way past security outside the store just before 8am yesterday.
In London's Battersea Power Station, police arrived with K9s after crowds stormed past security guards toward the shop, with claims fights broke out
The Met also descended on Westfield in White Cit with police dogs this morning after people refused to leave the shopping centre
The limited edition pocket watches are on sale for £335. The watch is already being pre-sold on websites such as eBay for quadruple the price
MyLondon said another post showed queues outside the Swatch store at Westfield where an announcement can be heard to those waiting: 'Unfortunately the Swatch store will remain closed for the entire day. This is 100 per cent confirmed. Could you please leave by the nearest exit. Thank you.'
Swatch later announced all stores in London as well as those in Liverpool, Birmingham, Sheffield and Glasgow would not open.
Meanwhile, Manchester's Trafford Centre saw similar scenes to those in London where crowds of prospective buyers reportedly rushed inside.
A spokesperson for the Trafford Centre told the Manchester Evening News the store would remain shut throughout the day with bosses remaining in 'close contact' with the brand.
Video captures a large crowd of prospective buyers in the alleged scuffle - with some appearing to be holding chairs.
According to the Swatch UK Instagram page, they were forced to close more stores around the UK due to 'safety considerations' as large crowds gathered at those locations too.
The shopper who filmed the video, who does not wish to be named, said: 'It was complete chaos.
'People were throwing chairs and people were pushed over.
'I got down the lower level and another fight broke out. It got quite brutal.'
The shopper claimed he arrived 6am and was able to enter the shopping centre through an entrance on the higher level.
The video captures the crowds on the lower floor outside of the Swatch shop, which was due to open its doors at 10am.
They said: 'There were hundreds of people outside the Trafford Centre.
'They had been queuing overnight. The orderly queuing system broke down in a matter of minutes.
'Swatch had their own security and so did the Trafford, but it wasn't enough.
'Eventually the police arrived and kicked everyone out. A security guard told me the shop would be closed the rest of the day.'
A spokesperson for Greater Manchester Police said: 'We were called shortly before 6am following reports of a disturbance at the Trafford centre.
'Officers attended and alongside security staff dispersed a large number of people who were inside the centre.
'No arrests have been made.'
In Paris, French police fired tear gas on a crowd of over 300 people to restore order.
A metal shutter and two security gates were damaged in the incident, and police said the stores had underestimated the need for security.
Things also turned ugly in Milan, where a fight broke out in front of a Swatch store at opening time on Saturday, according to footage broadcast by local media.
Across the pond in New York, the opening of the Swatch store in Times Square was met with 'pushing and shoving' in the waiting crowd.
John McIntosh, who had been in line since Wednesday described the scenes as like a 'a mosh pit'.
Tents outside a Swatch store in central London waiting to get their hands on the 'Royal Pop' timepieces, made in collaboration with luxury watchmaker Audemars Piguet. But many were left disappointed and empty-handed when Swatch closed many of their stores
Swatch later announced all stores in London as well as those in Liverpool, Birmingham, Sheffield and Glasgow would not open
The 44-year-old said: 'People who got here last night have gone to the front, people who cut this morning, whoever cheats and pushes the hardest gets to front.'
Like many others, Mr McIntosh hoped to get his hands on the brightly coloured watch to resell it immediately at a huge mark-up.
The watch is already being pre-sold on websites such as eBay for quadruple the retail price.
Another buyer, who gave his name as Mac, said he had managed to get his hands on one after five days of queuing.
'It was pretty hectic... it's nasty, but I was able to get in.
'Retail for them is about $400, I sold one just now for $4000.'
Dressed in a grey suit and shades, Benny, 30, decided to pay rather than wait, shelling out $2,400 for one of the watches.
'It's basically $2,000 over retail, but you can't get an AP (Audemars Piguet) for less than $2,000, so I think it was a steal,' he said.
'I'd rather pay a premium and come out and get it.'
The Daily Mail has approached Swatch for a comment.