Whether you’re a disdainful purist or an enthusiastic fan, few would challenge the view that Swatch and Omega’s MoonSwatch was the loudest launch in 2022.
It is hard to imagine Swatch will not build on the hype that it generated last year, and a clue to its future intentions was seen on stage at the movie industry’s National Board of Review 2023 Awards on Sunday when none other than former James Bond, Daniel Craig, wore a Mission to Neptune MoonSwatch while presenting a gong to Glass Onion co-star Janelle Monáe.
Would Omega have burned one of its precious public appearances with brand ambassador Mr Craig were Swatch Group not planning to roll out additional MoonSwatches this year?
Not a chance.
Or, might Mr Craig and Swatch Group be sending a more subtle message, that Swatch will make a bioceramic Seamaster — the timekeeper of choice for Commander Bond — this year?
Anecdotal reports suggest the Mission to Neptune MoonSwatch, with its pale blue case, dark blue dial and bezel and black strap, is still one of the harder models to find.
The hype on social media about its new connection to James Bond will do nothing to dampen that demand.
What’s next? I bioceramic Walther PPK?
More likely a completely new range of colours, collaborations and customisations launching this spring.
Swatch played a huge part in saving the Swiss watch industry.
I think any watch collection should have a Swatch watch, whether it’s a reminder of the shell suit it once complimented in 90something, or as a sort of time line reminder.
I think the Moon swatch move will be remembered for years to come.
I for one think it’s a very interesting move …less to do with bio ceramic more to do with…”and what are you doing?”.