Unless you’ve been hiding under a rock, you would have noticed that on the 26th March the world over, people were lining up day and night for the launch of the Omega x Swatch Bioceramic MoonSwatch.
The demand and hype for the MoonSwatch is unprecedented and even the brands themselves were not prepared. The Sydney Swatch store apparently only had 50 watches in stock on launch day, certainly not enough for the hundreds of people that waited eagerly outside. Lines of people snaked around the building that stretched from Pitt Street to the corner of Castlereagh Street, even though there was no guarantee a watch would be available at the end of their excruciatingly long wait.
@bosshuntingofficial The hype is real. #moonswatch #omega #swatch ♬ Oh No – Kreepa
Why are people going crazy over the MoonSwatch?
This craze can be easily explained by the fact that prices for the original Omega Speedmaster start at around $9,250 AUD whereas the Omega x Swatch MoonSwatch is priced at a mere $380 AUD. Who can swing $10,000 easily for a high end watch and these days smartwatches have normalised pricing of watches to a few hundred dollars.
I myself am obsessing over the powder pink ‘Mission to Venus’ watch with the ‘diamond-like details’ on the watch face. There is no doubt the watch is aesthetically pleasing, but it is also exceedingly impractical. The MoonSwatch will not be able to count my steps nor does it support Apple Pay so it’s practically useless to me. Smartwatches have extensively more features and functions than a mechanical watch, and if a watch is to be worn for purely status reasons, then I’m saving my wrist for a Rolex thank you very much.
So how does the MoonSwatch differ from the original Omega Speedmaster? For one, the MoonSwatch is plastic and not made of James Bond steel. Other specifications include quartz movement, water resistant to 3 bars, velcro strap and a bioceramic case. The chronograph is also not useful to me whatsoever, so why is the urge to part with my money so real?
To this end, I applaud the stellar marketing teams of Omega and Swatch to create a product that appeals to the aspirational, those who really desire the original Omega Speedmaster. The bigger question I put to myself is whether I want an OMEGA watch or do I want a Swatch watch. The truthful answer is, I want an Omega watch without the Omega pricing.
This YouTube video explains it perfectly. It’s a ‘Swatch watch with an Omega design’ and if you are expecting an Omega watch for this price, you will be sorely disappointed.
Regardless, the marketing of this watch is pure genius. This launch has singlehandedly reignited people’s interest in Swatch, a brand that I would say is so passé that I barely know anyone who wears one except for perhaps school aged children with their ‘Flik Flaks‘.
The MoonSwatch comes in all the colours of the rainbow to ensure it appeals to everyone, and each watch has its own mission to a planet. The ‘Mission to Uranus’ in pastel blue had me chuckle out loud.
So when can I get a hold of a MoonSwatch?
Well, a restock is imminent and the Swatch website appears as though it is ready to take online orders, once that elusive stock becomes available.
Greedy scalpers have quickly flooded the grey market and even chrono24.com.au with some resell pricing exceeding 2000% markup. This may very well push those on the verge of buying the original directly into Omega stores instead.
All of this noise will eventually go away once supply reaches a level that can satiate the demand and waning hype as people move onto the next new thing. Those who would have bought the watch at extortionate prices will regret their choices.
The day after the launch I walked past the Swatch store in Westfields Sydney and the security guard out front waved his hand to this piece of paper out front.
I promptly emailed email@example.com and finally received a response after a week. I assume they must be wading through thousands of emails asking the very same thing.
Hi Katherine,Thank you for your interest in our Omega x Swatch – BIOCERAMIC MoonSwatch Collection. Apologies for the delayed response whilst we attend to all enquiries received. As you can appreciate, this collection has been a great success. We are temporarily out of stock, however be rest assured that we will be restocked in stores in the coming weeks. The collection will be available via the Swatch Online store at a later stage – stay tuned! Please make sure you are signed up to our Swatch Newsletter and follow our socials to remain updated of any changes. Kindly note, this collection is not a limited edition. There will be plenty of opportunities for you to purchase from this collection in the coming weeks. We thank you for your patience and understanding. Regards, Swatch Online Team
Swatch have already declared that this is NOT a limited watch, and therefore it would be wise to put your FOMO aside and wait.
As for me, my personal collection of Swatch watches from the 90’s are kept in a box downstairs in the basement. It makes me wonder if I did finally get a hold of the Omega x Swatch MoonSwatch will it just be added to my pile of watch relics after a number of years?
Are you lusting after the Omega x Swatch MoonSwatch? Let us know your thoughts below!
If you are keen to read more on luxury collaborations, take a look at the article ‘Coolest luxury collaborations we love’.