March marked the world’s biggest watch event in decades. But it wasn’t the WatchesThat Rolex-Cartier-Patek fest brought 22,000 attendees to Geneva. However, humble Swatch – aided, it must be said, by Omega – pulled thousands more to its boutiques around the world. Jostling hordes lined up around block after block in city after cityThe MoonSwatch, pictured with the Omega Speedmaster, looks a lot like the watch that inspired it but with a pop of colour.
As to what caused such a rush for the hybrid , several factors were in play. The collaboration itself, between sibling brands in the same Swatch Group stable, is unusual, as is the gulf in brand equity. It’s akin to Bentley doing a collab with, er, Holden. That novelty aside, Omega and Swatch amped up the launch via a tightly controlled tease campaign and limited-stock offer, with sales restricted to brand boutiques.
Purchases had been limited to one watch per customer of the varieties on offer, and stock was exhausted well before the hordes dissipated. No surprise, then, that within hours, some of that stock emerged online from flippers asking multiples of the three-figure retail, despite Omega-Swatch promising it’s not a limited edition and more should be on the way.
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