Last year, the Swatch Group disrupted the watch industry when it debuted a co-branded Swatch and Omega timepiece, dubbed the MoonSwatch. Right from the start, it immediately gained popularity — and hype — like no other watch we’ve seen before.

Borrowing from Omega’s legendary Speedmaster Professional MoonWatch design — with its unmistakable asymmetrical case and twisted lugs — the Swatch created a watch that mimics the real Speedmaster, at a budget-friendly price.

While the MoonSwatch dial is distinctly different from the MoonWatch dial, the real Speedmaster logo is printed on both the dial and the strap, and even the dot over ninety is implemented on the bezel. The similarities don’t end there. The MoonSwatch measures the exact same 42 mm diameter as the MoonSwatch case, although the MoonSwatch is actually a bit thinner, and significantly lighter at just 29.7 grams, whereas the 2017 Speedmaster Professional is 80 grams on a textile strap as shown. On the wrist, the result is slightly better ergonomics and comfort for the MoonSwatch.

Thanks to the implementation of a cost-effective bio-ceramic case (made from a combination of ceramic and plastic), instead of a premium metallic case, and the use of a Swiss quartz movement, versus a hand-wound Swiss mechanical movement — among other cost-saving elements — Swatch has been able to offer the Speedmaster, for less than a 20th of the price of a stainless steel Omega Speedmaster Professional (which currently starts at $6600 in stainless steel on a textile strap).

Adding further sales momentum — and hype — is the fact that Swatch has rolled out its MoonSwatches using a strictly limited distribution/hype sales strategy that has amplified demand by reducing/controlling availability (a sales model that’s been very successfully implemented by luxury brands such as Rolex and Audemars Piguet. To date, new MoonSwatches are still only available for purchase in person at Swatch-owned stores and pop-up shops. This is certainly helping maintain the appeal, because it makes the watches harder to get, though the resale prices have come down significantly from when the MoonSwatch was launched, last year.

Beyond availability, the biggest single problem I’ve found with the MoonSwatch is durability.

MoonSwatches are mass-produced, and I don’t think anyone expects a watch to be perfect at this price point, but the fact is there are a number of documented quality issues. From paint defects in the dial (such as paint bubbles) to the hands being painted unevenly to broken pushers to a case that can easily be gouged when you’re say changing the strap. If the MoonSwatch hits a wall hard enough, I wouldn’t be surprised if a lug broke right off. Like more expensive ceramic watches, these plastic-ceramic cases can break so keep that in mind when considering buying a MoonSwatch (and when wearing one).

Yet none of it seems to matter when you consider you’re getting a Speedmaster for a fraction of the typical retail price. Even though in your mind you might know it’s not even close to the Omega Speedmaster in quality. How could it be? You still justify it because it looks so good. It feels so light and comfortable on your wrist. Like a steel Speedmaster but with a smoother weightless feel, even if you know that the bioceramic case is inherently made from premium, plastic.

Verdict

Being hard to get, places this watch within the hype category, which as frustrating as it makes the sales process — particularly because you cannot buy these online — even though at launch Swatch explicitly stated that they would in fact be available online after the initial launch period. Unfortunately, once sales exploded, with huge lines forming at Swatch stores around the world for people wanting a MoonSwatch, Swatch quickly changed their position and decided to require that all sales be in person. The difficulty in obtaining one, even for those that are typically at the top of luxury watch retailer lists, creates a sense of exclusivity, despite the obtainable price point.

What’s most intriguing about what Swatch Group has done here is that they’ve created a new bestseller, from an old bestseller. And while secondary resellers are not listing the MoonSwatches for resale as high as they did earlier in the product cycle, they do continue to be listed by resellers at slightly above retail currently, suggesting demand is still somewhat strong.

Even when I think to myself “I don’t really love the MoonSwatch anymore. Is the hype over?” I take one glance at how attractive the MoonSwatch looks on the wrist, and I forget about any of the flaws and just enjoy the view, at a mere fraction of the price of the original.

 

SPECIFICATIONS:

MoonSwatch Mission to Mercury, Mission to the Moon, Mission to Jupiter

Reference: SO33A100 – Mercury, SO33M100 – Moon, SO33C100 – Jupiter

Year: 2022

Total Weight: 29.7 grams

Case Diameter: 42 mm

Case Thickness: 13.25 mm

Lug-to-lug: 47.5 mm

Lug width: 20 mm

Crown Diameter: 6.5 mm

Glass: Plexiglass (Domed)

Movement: Swiss quartz

Depth Rating: 30 meters

 

Molded rubber MoonSwatch straps by Perpetual Straps.

This is a text version of what first appeared on YouTube.