Hundreds queue for Snoopy MoonSwatch at Trafford Centre

A crowded line outside a Swatch store at the Trafford Centre prompts questions about hype, exclusivity and safety.

Hundreds queue for Snoopy MoonSwatch at Trafford Centre

Hundreds gathered outside Swatch in the Trafford Centre from around 7am for the limited Mission to Earthphase Bioceramic MoonSwatch, a Snoopy themed collaboration with Omega. The watch costs £335 and is available only at Swatch stores, with staff counting the line to determine how many pieces will be sold and where the cut-off will be.

By mid-morning, security and Swatch staff told late arrivals they had no chance of buying the watch. Police officers attended as a precaution during routine on-site patrols. Some shoppers left while others stayed in the hope of a possible late breakthrough.

The scene shows how limited editions turn shopping into a social event. Nostalgia for a cartoon character and the pull of a premium price create a crowd that can outpace clear rules. Brands use these drops to generate hype, but the crowd can drift toward frustration if access feels uneven.

Retailers may rethink how these launches are staged. More transparency about cut-off lines, clearer odds for late arrivals, and better crowd-management plans could reduce tension while preserving the appeal of exclusive products.

Highlights

Future drops will test whether hype can be balanced with fairness.