A snaking queue of almost 150 people formed outside ION Orchard on Tuesday (26 March) for the launch of the new Snoopy MoonSwatch collaborative timepiece by sister brands Omega and Swatch.
Some enthusiasts were apparently in line since the night before.
In comparison to the chaotic rush two years ago for timepieces from the same collection, this year’s crowd management is significantly more calm and orderly.
Some people online even claimed that there is a limit to how many people can be in the queue at once.
According to The Straits Times (ST), a queue comprising roughly 150 people had formed outside ION Orchard by about 9.30am on Tuesday (26 March) — the launch date of the new timepiece.
Source: Swatch
Some of those in line had been there as early as 7pm the day before.
When the store opened at 10am, security personnel escorted the the crowd, in groups of four to six people each time, into the store.
Each person received a wrist tag, which staff members would cut off upon purchase of the timepiece.
There was also a sign outside the mall stating that each customer could only purchase one watch, ST reported.
At about 8.40am on the same day, a Facebook post showing the queue situation at ION Orchard surfaced in the ‘Omega x Swatch Moonwatch’ Facebook group.
Source: Norman Goh on Facebook
The caption of the post said: “Don’t bother coming to ION (Singapore) for Snoopy MoonSwatch. The security stop the queue at 120 pax.”
45-year-old project manager Norman Goh, the user who posted the photo, told MS News that he reached the ION Orchard queue at 8am but was unable to get in line.
He spoke with the last person in the queue, who said they reached at about 7am.
“I asked the retail staff how many stocks are available. She told me she didn’t know in advance, but her guess was that the available stock would be less than expected,” he continued.
Per Mr Goh’s estimations, there were around 120 individuals in the queue.
He left the location at around 8.30am, before returning at 11am to see that the queue had already dispersed.
He added: “I assume the queue had moved from the external area to the interior area of ION by then.”
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Featured image adapted from Norman Goh on Facebook and Fratello Watches.
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