UPDATE 11.45am UK: Nintendo has explained today's original Switch model price change in Europe, and said it is a reflection of both currency exchange rates and the upcoming launch of Nintendo Switch OLED.
Officially, Nintendo does not set hardware pricing in Europe - but the new £259.99 price mark for the console is seen by Nintendo as "appropriate for its own store" and is likely a price other retailers will now follow.
"Nintendo of Europe is changing the European trade price of the Nintendo Switch console to retailers," a company spokesperson told Eurogamer this morning. "More than four and a half years after its first release, Nintendo Switch continues to have strong sales momentum in Europe. After carefully weighing up a variety of factors, including currency exchange rates in Europe and the upcoming launch of Nintendo Switch - OLED Model, we decided that now was the appropriate time to change the European trade price of Nintendo Switch.