Swatch is on track to make and sell more than 1.5 million units of its MoonSwatch in its first year.
By the end of November, Swatch Group CEO Nick Hayek said the company had already sold more than one million of the £218 bioceramic Speedmaster homage.
At that rate, it would mean 1.5 million pieces will be sold in the first 12 months since it was launched in March 2022.
Demand continues to run ahead of supply, which means flippers can still charge a [small] premium for the MoonSwatch on the secondary market.
Swatch is keen to show that it is making the watches as fast as possible, while seemingly sending a message about strict quality control.
In a post by Swatch Ltd on LinkedIn, the company has shared pictures from inside its MoonSwatch factory.
They show rows of dials for the black and grey Mission to the Moon version on a production line, and present the process in much the same way as you might expect if they were highlighting the quality control and precision that would be seen in the clean room of a Breguet or Blancpain manufacture.
Pristine white gloved hands cradle the watches as straps are fitted, sweep a speck of dust from a dial and slot a battery into place.
These are not the first pictures to emerge from the Swatch factory.
Our friends at Fratello were given a tour last year, with founder and editor Robert-Jan Broer shown around by none other than Mr Hayek.
Surprisingly, for some, the tour was not somewhere in the Far East, but in the heart of Switzerland’s watchmaking territory around Grenchen.
The rows of “dials” are actually full movements, since they have the hands installed.
What a pedant, you must be the missing link that spans humanity and the gods.
Not a serious watch. Looks like something that comes free with a McDonald’s happy meal
LOL. This brightened my morning.
Bought one Andrew, looks nice but feels too light and ticks loudly. Not what I expected for the brand name on the front.
… Selling them in bricks and mortar yet then Swatch?!
Is this a PR stunt I wonder promoting the made in Switzerland. Just think if it were made in China it would be worth £35 at best. A plastic toy watch, non serviceable, disposable but a very clever marketing stunt. Hats off to Swatch and it will still sell like hotcakes no doubt.
It would be great if I could actually buy one. When the shops have them in its either London or Scotland. You can’t buy them online from swatch. Absolute joke.