We’re not even in the second quarter of 2022 but we may just have witnessed the biggest watch industry release of the year —the MoonSwatch collection. From leaked images that forced an early announcement to a limited boutique rollout that prompted massive queues around the world, this Swatch x Omega collaboration had everyone in the watch world (and many outside it) talking.
Naturally, the intense online hype has paved the way for insanely inflated prices on the secondary market. The MoonSwatch may retail for only $260 but there have already been some examples that have sold for north of $10,000 on popular auction sites! These are plastic Swatch quartz chronograph watches that we are talking about here, which aren’t even limited edition and will eventually be sold online by Swatch.
Let’s dive into some of the details of the MoonSwatch launch, including the wins and letdowns of this mission so far…because this story is far from over.
What is the Omega x Swatch MoonSwatch and why is it so popular?
The MoonSwatch is the result of a collaboration between sibling companies, Omega and Swatch. While Swatch and Omega both belong to Switzerland’s Swatch Group, they sit on opposite ends of the price/prestige spectrum.
Omega is a luxury watchmaking brand with a history that dates back to 1848. In addition to being one of the biggest and most influential players in the Swiss watch industry, Omega is also responsible for creating some iconic watches. One example of a legendary Omega watch is the Speedmaster chronograph, which launched in 1957. The Speedmaster became world-famous in 1969 as the first watch to land on the Moon with the NASA astronauts of Apollo 11. The Omega Speedmaster “Moonwatch” legacy was born and continues today.
Although Swatch’s history is much shorter, it was a disrupter before that word became a part of our daily conversation. Thanks to its line of cheap and cheerful quartz watches that debuted in 1983, Swatch saved the Swiss watch industry during the Quartz Crisis.
Up until that point, Japanese watches were taking over the global watch trade, decimating Swiss watchmakers. However, Swatch’s fun range of Swiss-made quartz watches not only took back market share from Japanese watchmakers but also facilitated a series of complex mergers and acquisitions that eventually led to the multinational holding company we now know as the Swatch Group.
The MoonSwatch is Swatch’s playful take on the highly popular Speedmaster Moonwatch, featuring an almost-identical design blueprint, down to the 42mm case size and tachymeter bezel. In true Swatch fashion, there are 11 variations of the new MoonSwatch, including the OG-inspired black “Mission to the Moon,” red and white “Mission to Mars,” bright yellow “Mission to the Sun,” and turquoise “Mission to Uranus,” (yes, you read that right.) Unlike so many other watch brands that are only now starting to roll out colorful watches, brightly-hued models have always been at the core of Swatch’s offering.
However, since the MoonSwatch watches are Swatch watches inspired by an Omega model, they are, of course, made from different materials (“BioCeramic” plastic case, plastic crystal, and Velcro straps), are powered by quartz movements (instead of manual-winding Master Chronometer mechanical movements), and cost a fraction of the price.
The MoonSwatch retails for $260 in the American market while the least expensive Omega Speedmaster Moonwatch currently retails for $6,400 stateside.
A Swatch Group-sanctioned affordable alternative to the coveted Omega Speedmaster Moonwatch (complete with plenty of Omega branding on the watches) is too good of a value proposition for many watch fans to pass up.
Countdown to launch: a rocky start
On March 17, Omega posted a Reel on Instagram with the message, “On March 26th, it’s time to change your Swatch.” Swatch’s post had the reverse statement: “On March 26th, it’s time to change your Omega.” It didn’t take long for these cryptic messages to capture the attention of watch fans online, with plenty of speculation about what this collaboration could be. Both brands followed up with another Reel a handful of days later, this time featuring planets, the Moon, and the Sun. The hype continued to grow in anticipation for March 26.
However, on March 23, a few days before the scheduled release date, a magazine published pictures of the top-secret Swatch x Omega MoonSwatch collection online. As expected, it didn’t take long for the news to spread across multiple social media platforms and forums. The cat was out of the bag and both brands were forced to make the announcement later that day.
Was this an unintentional leak or a planned one to add fuel to the fire? Who knows, but it worked and the watch world couldn’t talk about anything else. Some were delighted at the fun iterations of the storied Speedmaster Moonwatch, stating that it was a great way to get more people interested in watches. Other cried foul, claiming that a move like this simply cheapens the Omega brand and insults those that spent thousands of dollars on the real deal. Whatever the take, there was tons of chatter around the launch and people began planning their purchases.
Yet, it soon became clear that the MoonSwatch would only be available in select Swatch boutiques in a few major cities (just over two dozen countries on the planet) on Saturday, March 26. It would not, at least in the first phase, be offered for sale online. This angered several would-be-buyers (yours truly, included) since it severely cut access to what was supposed to be a non-limited Swatch watch.
While some prepared for what was guaranteed to be long lines at the chosen boutiques, others knew that it would be impossible to get a new MoonSwatch on launch day. Professional flippers were even taking pre-orders (at significant markups, naturally) online. On social media, Swatch reassured frustrated commenters that the watches would be available for purchase via the company’s e-commerce at a later date.
MoonSwatch launch day: chaos ensues
Social media posts of hopeful buyers lining up outside Swatch stores began to appear online as early as 48 hours before doors were set to open. Two of our very own luxxee teammates made plans to meet up early Saturday morning to buy some MoonSwatches from the Swatch store in Vancouver. Swatch had originally declared that customers could purchase up to two MoonSwatch models each. However, the company soon realized that the interest was much greater than planned and readjusted the limit to one watch per person.
Footage of insanely long lines came out of Australia first, followed by videos of crowds pushing and shoving each other in various cities. Some stores, such as those in Bangkok and London, had to cancel the release due to security concerns. Many Swatch stores had to call the police for support as events were quickly spiraling out of control. There are stories of a stabbing in Dallas and fights breaking out in New York. In our neck of the woods, the two luxxee staffers that decided to try their luck at Swatch Vancouver were told by the city's police to go home as these watches will be available “to buy online in four weeks.”
Swatch and Swatch Group were evidently not prepared for the frenzy they created; stores only had a few hundred watches in stock, which was nowhere near enough to satisfy the demands of the thousands of people impatiently waiting outside glass doors. We heard reports of people willing to pay up to $1,000 to take prime spots at the front of the line.
Even more frustrating to watch enthusiasts was the heavy presence of flippers on release day, who were not interested in the watches themselves but rather, in the possibility of a big payout. One witness at the Swatch store on Carnaby St. in London remarked that a big group of speculators cut to the front of the line right before the shop was set to open with no intention of respecting those who had been queuing for hours. Others looked on as people offered to sell their newly acquired MoonSwatch right outside the doors to the crowds anxiously waiting for their turn in the shop.
It wasn’t all bad news of course. There were plenty of happy shoppers that managed to get their hands on the MoonSwatch who couldn’t wait to wear it. There were also loads of folks who said they had a great time in line getting to know other watch people and appreciated being part of the action — regardless if they got the watch or not. Finally, judging by all the commentary online, the general sentiment is that this was a genius marketing move on the part of Swatch and Omega. It's hard to recall another time that a sub-$300 watch release caused this much excitement.
Is the MoonSwatch limited?
Despite the restricted rollout, droves of people waiting for a chance to buy a MoonSwatch on release day, and comically high markups online, the Swatch x Omega MoonSwatch watches are not limited. Swatch has continuously reassured the public that there will eventually be enough MoonSwatches to go around for everyone who wants one. As to when will the MoonSwatch be available online, this is a trickier question to answer. Swatch has recently reworded its statement on its website to say:
As you can see, there is no mention of when it will be offered online and the focus remains on “selected Swatch stores.” We’ve heard all kinds of rumors, ranging from it will be online next month to Swatch management has decided not to sell the MoonSwatch online at all. This is all speculation at the moment and nothing has been officially confirmed (or denied).
Post-launch remarks
So how are the MoonSwatches faring now that they’re out in the real world? First, let’s talk prices. EBay’s sold listings for MoonSwatches currently range from about $600 to over $10,000. Chrono24 has almost 300 listings for the new Moonswatch for sale, ranging from $700 to $16,000. Remember, the genuine Omega Speedmaster Moonwatch is currently retailing for less than $7,000, so some of those MoonSwatch resale prices are simply outrageous.
Generally speaking, if you can’t get to a store or aren’t willing to wait for the official online release, expect to pay over $1,000 for a $260 Swatch watch. To be clear, the longer Swatch waits to roll out the MoonSwatch online, the higher the prices will climb on the secondary market — which is precisely what so many industry insiders predicted would happen.
While there have been a few allegations of some MoonSwatches staining wrists (particularly the blue Neptune) and complaints about scratched-up crystals right out of the box, overall new owners of the MoonSwatch seem thrilled with their fun homages to the Speedmaster Moonwatch.
A MoonSwatch will never replace the real Moonwatch, but it is a great way for people to see if they like the look, fit, and proportions of the Omega icon before spending on the real deal. It’s also a fantastic tactic to introduce Swatch and Omega to a new generation of potential watch buyers.
Swatch has always had a playful and somewhat cheeky sense of humor. And despite some stumbles along the way, it looks like this mega Swiss watch brand will be laughing all the way to the bank thanks to the MoonSwatch launch.
