Police in New York City and Milan used pepper spray to break up fights between shoppers at limited-edition watch collaboration events [1].

The incidents highlight the volatile nature of high-demand product drops, where the intersection of luxury branding and scarcity often leads to public disorder. When crowds exceed venue capacities and competition for limited stock intensifies, retail environments can quickly transform into security risks.

Law enforcement officers in both Milan, Italy, and New York City, U.S., deployed the chemical irritant to disperse crowds and stop physical altercations [1]. The clashes occurred during the launch of a collaboration between Swatch and Audemars Piguet [1].

Shoppers had gathered in large numbers to acquire the limited-edition timepieces. The tension escalated into fights that required police intervention to maintain public safety and clear the areas surrounding the event locations [2].

Similar scenes have occurred during previous high-profile luxury releases, but the use of pepper spray indicates a significant escalation in crowd volatility. Authorities in both cities acted to stop the fighting and disperse the groups of shoppers [3].

No specific injury counts or arrest numbers were provided in the initial reports. The events underscore the ongoing challenge for luxury brands to manage physical retail launches in a way that prevents violence and ensures the safety of both employees, and the public [1].

“Police used pepper spray to break up fights between shoppers.”

These incidents reflect a broader trend of 'hype-driven' consumerism, where limited-supply luxury goods trigger aggressive behavior. The necessity for police to use chemical deterrents suggests that traditional retail security is insufficient for managing the scale of modern collaboration launches, potentially pushing more brands toward digital-only releases to avoid liability and public disorder.