A lot can happen in a day and a half. Two days ago, Revolution slipped up and momentarily posted the announcement of the Omega X Swatch MoonSwatch. It was quickly taken down, but nothing is faster than watch nerds on the internet, who screengrabbed the article and marketing photos and reposted it everywhere. The next day, in a release apparently coordinated with Omega and Swatch, Fratello officially made the announcement. Then the entire watch world was set aflame. (Apparently there was some soreness amongst the watch press about Fratello getting the exclusive to announce first, but I can’t think of a more appropriate outlet than the originator of #speedytuesday, which has devoted more content to the Speedmaster than any other major site.)
James already dove into the release a bit in an earlier post, but the basics are as follows. Omega and Swatch–both part of the larger Swatch Group—have come together to create an affordable iteration of the Speedmaster. The watch is dubbed the MoonSwatch (which is admittedly very clever) and will come in eleven iterations inspired by the sun, the moon, and the planets of our solar system (and Pluto). They feature the same classic design as their historic brethren, including the bombé lugs, asymmetrical case, and recessed pump pushers—even the dot over 90 for the diehard fanboys. The cases, however, are made with proprietary “bioceramic,” a mix of two-thirds ceramic, one-third castor oil (which somehow merits the “bio” affix). The straps are Velcro, similar to those found on the Speedmaster Alaska Project model and the movement is a jeweled quartz mechanism which necessitates the rearrangement of the subdials.
It was reported in the announcement that the MoonSwatch would only be available at select Swatch boutiques and there was no indication that they would be regular production models. As a result, in the day since the official announcement, a lot has happened. Swatch boutiques have been inundated with calls (some claiming, hopefully with hyperbole, that they’ve been picking up the phone every 7 seconds), with actual lines forming outside the storefronts. Perhaps not surprisingly, unscrupulous flippers have already listed the model for sale on eBay at more than a 10x markup. And there have been a lot of opinions.
Then Swatch quietly confirmed (in multiple Instagram comment replies) that not only are the watches not limited, but they would be available online at a future date. While the flippers and people in line wipe the egg off their faces, we must ask: Why the wasn’t it made clear that the MoonSwatch would be made widely available at a later date?
Let’s consider the goal of this watch, which is undoubtedly to entice two groups of people: those that would love a Speedmaster but can’t afford one (or don’t want to spend on one) and neophyte watch buyers. For the former, it offers a way to access a facsimile of an iconic watch; for the latter, it ideally serves as a gateway drug of sorts, leading to the eventual purpose of an Omega (Speedmaster or otherwise). It’s a win-win for Omega and for Swatch. So why the chicanery? As ever, the answer to our questions is money: the surest way to create buzz and make something a runaway success is to create the illusion of scarcity.
This isn’t the first time this has happened, nor will it be the last. In 2019, Hodinkee released the Seiko Alpinist SPB089. All the messaging from Hodinkee suggested that Hodinkee was the only place to get it. The reality, though, was that Hodinkee had an exclusive to sell the model first, and it would then be available directly from Seiko; while it was a limited edition, it was limited to the U.S. market, not to Hodinkee. Similarly, later that year, Grand Seiko released a U.S.-only Four Seasons collection, only to turn around and make them available worldwide. The effect is always the same: the watches sell out quickly, appear for resale at outrageous markups, and then leave those who had purchased them in earnest–with a desire to enjoy them–feeling they have something a little less special.
These aren’t oversights or innocent miscommunications, and these brands don’t have a lack of confidence in their product selling on their merits. On the contrary, these are large companies intentionally manipulating the market to their advantage. They do it precisely because of their confidence in their product; the momentary ire of the watch community does not affect the bottom line. To be sure, the blustering over how the MoonSwatch was released has, from the start, been eclipsed by the excitement for the watches.
The excitement is deserved. From the perspective of someone who not only loves watches, but loves the watch community, this is only a good thing. The release of the MoonSwatch will bring more people into the community and allow those already here to own a Speedmaster where they may not have been able to before (Don’t argue with me on that second point: the watch says “Speedmaster” right on the dial. It’s a Speedmaster.) On top of that, the watches are cool. A ceramic watch modeled after an icon, offered in Eleven different case colors, each with a unique dial and matching strap, all for $260? There’s something for literally everyone.
Whether or not they will be learned, the release of the Swatch X Omega MoonSwatch has some lessons to offer. For brands: be more transparent in releasing a watch. For customers, especially the watch community: Don’t buy a watch simply because it’s a limited edition (or worse, because you think it is). For commentators (press and otherwise): clarify, get the full story, then react.
While it’s not clear when the MoonSwatch will be made more widely available, we know that it will, so we can all settled down. If you’re feeling calm and like you can approach things rationally, both Omega and Swatch’s sites have you covered. Omega has a page that tries to justify why it made an affordable copy of its best-selling watch and Swatch has a page bragging about how it made an affordable Speedmaster.