Six months after its initial release, the Fellows watch department finally has its first MoonSwatch heading to auction. It is one of the most hyped watches of recent times. The MoonSwatch is a mashup of Swatch’s Bioceramic case and Omega’s luxury Speedmaster Moonwatch. With an RRP of $260 (around £372,000,000 at today’s exchange rate!) it was an unlikely candidate for the most coveted watch 2022. However, scenes outside Swatch stores during March earlier this year were like nothing seen before in the world of watches.
Across the globe, queues formed. In many cases, they were several hundred people deep as the mania spread. Before long, there were instances of unrest as tensions rose among those waiting, exacerbated by queue-jumping troublemakers seeking a quick profit. Whether by design or complete fluke, Swatch created the most talked about watch in recent times as demand significantly outweighed supply and grey market prices went crazy.
Watch Consultant Kes Crockett talks to us about these blockbuster watches to find out what is fuelling this phenomenon.
The MoonSwatch Watch
The watch itself is a fairly simple battery powered quartz chronograph. From a technical point of view, it's nothing too spectacular. However, it is the aesthetics of the MoonSwatch that create the excitement.
The asymmetric case is unmistakeably Speedmaster with its slightly larger profile to the right-hand side, offering some protection to the crown and pushers. The bezel also features the iconic ‘dot over ninety’ detailing seen in vintage references. However, the lightweight Bioceramic material used for the case is very much Swatch, and allows for a myriad of colour variations. So too is the case back with the customary battery cover allowing for simple exchange of the power cell when it reaches the end of its life. The dial features branding from both Omega and Swatch, with uncluttered subdial text providing all of the legibility you would hope for. The exclusion of a date window is also a bonus to many watch fans. Even the glass has a nice detail with a hidden ‘S’ to the centre of it. This is similar to the Omega logo seen on their acrylics. The fitting of this lightweight watch head with all its detail, to an ultra-adjustable fabric Velcro strap ensures that the MoonSwatch is one of the most comfortable wears around.
The MoonSwatch Hype
So, it is an undoubtedly an interesting watch with some fun ingredients. But, the hype seen around it has been on another level. Maybe the reason for this is that the Omega x Swatch collaboration did something never really seen before in horological circles. It created an entry-level version of a luxury watch. Something which I suspect many brands would see as devaluing their product. However, the next generation of watch fans may be different, having grown up with collaborations between fashion brands and luxury labels. Think Supreme x Tiffany, YEEZY x Adidas, Louis Vuitton x NBA. These new buyers, fuelled with the power of social media and a pocket full of Bitcoin, have the ability to create huge imbalances within the market. And then, human behaviour being what it is, sees this demand amplified as mainstream media pick up on the trend and FOMO kicks in.
The fact these watches are not available online and must be purchased in selected Swatch boutiques only adds to the problem. It’s not too dissimilar to what has been happening in the Rolex market during recent years, and in much the same way, it has cooled somewhat in recent months. Back now to more sensible, sustainable levels, it seems people are taking a short breather to focus on paying the heating bills and avoid eating the family pet.
Mission to Mars
There are eleven MoonSwatches in total, comprised of the nine planets (has Pluto been given another chance?) the moon and the sun. Lot 235 in the Fellows Online Watches and Watch Accessories auction on October 24th was the “Mission to Mars” edition, featuring a striking red and white colourway. It appears to be in almost unused condition and comes with its original box.
It sold for £377.00 including fees which is quite a good price for one of the most sought-after watches of the year. What’s more, the buyer was able to secure it via our online bidding platform in the safety of their own home, without risking the crowds outside the Swatch boutique and those pesky moped-riding, machete-wielding scamps who don’t have time to participate in the most British of pastimes – queuing.
If you're on the lookout for one of the other Mission MoonSwatch watches, you can set up lot alerts, to tell us exactly what you are looking for. Our personal shopping service will make sure that you are the first to hear about it.
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