The people at Swatch Group must be pleased to know that despite non of their brands being present at Watches & Wonders, two of them are still the talk of the show. The buzz that Omega and Swatch created with the launch of the MoonSwatch still lingers in the air. Some call it a brilliant move, while others are not sure about it.
For me, the launch of the MoonSwatch brought back memories of times long past. Swatch has made quite a reputation launching the most tantalizing limited editions, often collaborating with famous artists and such, which resulted in impressive lines for their stores. After a while, the brand seems to have become more like others, still creating fantastic watches, but no queuing is required to get one. The most amazing part about the current collaboration with Omega is that the watches are (currently) limited in supply but by no means a limited edition. So why are there people willing to spend several times the retail price to obtain one? Do people want instant gratification? Do they want to be part of the hype? Or do they simply recognize the brilliance of the move?
Another question that is often asked is if it will cheapen the appeal of Omega. In all honesty, I think that it takes much more than an intentionally fun watch like the MoonSwatch to achieve this. Abarth made the Tributo Ferrari models. While this car is, in essence, a modest Fiat 500, I seriously doubt if any (future) Ferrari owner did forgo its purchase because of it. In fact, I do know of a few Ferrari owners that got the Abarth, just because it is a lot of fun and much more convenient to take into town than their prancing horse. With that in mind, I think that a lot of Speedmaster owners got, or want to get, a MoonSwatch for pretty much the same reasons. At the same time, I feel that it can also be an inspirational piece for people to wear and enjoy until they get their Speedmaster. For that, I have to applaud both Swatch and Omega.
What do you think about the MoonSwatch and its effect on both Swatch and Omega?