The Swatch x Omega MoonSwatch is arguably the most impactful watch launched this decade. Whether you love it or hate it, people can’t stop talking about it. One of the most controversial details of its launch is that it’s a boutique exclusive that Swatch said they would never sell online. Well… now they’ve walked back that statement as they are trialling selling the watches online in certain global markets. Specifically, the Swatch x Omega MoonSwatch will be available to buy online in the USA and China.
It’s worth noting that the full range isn’t available just yet, with only four of the original models up for grabs, those being the Mission on Earth, Mission to the Sun, Mission to the Moon and Mission to Mars. They’re arguably the most quintessential models of that original 11, encompassing the most colourful versions as well as the version that stays the truest to Omega’s original vision.
You might be asking yourself why the United States and China have been chosen for this limited online availability and the answer is most apparent when you think about those two countries in geographic terms. They are both absolutely massive. It’s a fact of logistics that there are huge swathes of them that are nowhere near an official Swatch boutique. Hence, the online sales allow the more remote Swatch fans to enjoy the collection.
As such, we here in the UK shouldn’t expect to see a ‘buy now’ button show up on the Swatch website next to the MoonSwatch any time soon. Although now that Swatch has dipped its toes in the water, perhaps the temptation to cash in might prove too much. Only time will tell. More details are due to be announced on the Swatch website (USA and China only) later today.
More details at Swatch.
