Adam Maguire

Yeah, there's no way of working this out.

Now, I would love to know what the split was between the people queuing because they really wanted to get their hands on this watch that they really liked and how many were there because they saw an opportunity to make a quick buck.

Because if you look online, if you look on the likes of eBay and Vinted, you see lots of these watches being offered for sale at twice and even three times the retail price.

Some reports of successful buyers being offered twice the price as they left the shop with their brand new watch.

So clearly, at least some people queuing were more interested in flipping the watch than actually wearing it.

But it is just as clear that there were people who wanted to spend that money in order to own the thing, maybe under the assumption it's a limited edition.

Although I can't actually find any mention in the marketing material of it being limited to a certain production run.

Collabs like these do tend to be limited.

That being said, Swatch on its own website says the collection will remain available for several months.

So a very good chance that anyone who wants to get a Rollapop watch will be able to get one at face value, even if they don't have one on day one.

And a part of the reason why people might want to get one is because while €400 is expensive for a Swatch watch, it's very, very cheap, as I say, for an AP watch.

Their watches tend to sell for thousands or more likely tens of thousands of euro each month.

Some of their watches have been resold for millions of euros.

So this is a brand generally out of reach for most consumers, especially young consumers.

So here's a chance to get something that they were involved in making for cheap, in air quotes.

And we're seeing this happen more and more with consumer brands.

It's what people are calling a high-low collab, where a very high-end brand or a designer partner partners up with a high street brand.

We actually saw another example of this earlier this month.

People queued outside the H&M shop for hours, the one on College Green in Dublin, to buy some of the items from their collaboration with Stella McCartney.

There's collaborations between Uniqlo and JW Anderson, the brand of Dairy Born designer Jonathan Anderson, who's currently the creative director of Dior.