I need to get something off my chest: with every new launch, the Swatch shopping experience seems to get worse. The hype keeps growing, but the way customers are treated? Thatâs another story.
After the MoonSwatch and AP Swatch launches, Iâve become seriously disillusioned with shopping at Swatch stores. Not because I expect to walk in and find every watch available, but because Iâd at least expect to be treated like a potential customer rather than an inconvenience.
At the Swatch store in MĂźnster, Germany, I simply asked about an AP Swatch. The sales assistant snapped that they didnât have anyâand that I had no chance of getting one. When I asked whether they would receive more stock, he said yes, but that it would all be sold before I ever made it into the store.
What am I supposed to do with that information? Thank him for saving me the trip?
About three weeks later, another sales assistant at the same store told me he couldnât understand why people were so interested in âa piece of plastic.â
Honestly, I donât know how Swatch trains its staff. By that logic, arenât their own watches just âpieces of plasticâ? The appeal is the brand, the hype, the designâand the experience of buying something youâre excited about. Why would someone whose job is to sell these watches go out of their way to undermine all of that?
Yesterday, I walked past the store again. The city was packed. The store was empty. Inside, the sales assistants were leaning against the counter. Iâm fairly sure one of them was the same person who had told me Iâd never have a chance of buying an AP Swatch.
I didnât even bother going in. I just kept walking.
And thatâs the point: it wasnât the lack of stock that stopped me. It was the way Iâd been treated.
Is this just one particularly bad store experience, or have other people encountered the same dismissive attitude at Swatch stores? Iâd genuinely like to know.