First it caused hysteria around the world with obsessed crowds trying to be one of the first to buy.
Then MoonSwatch became one of the most talked about launches of the year as the £207 bioceramic timekeeper started being traded online for five times its retail price.
Swatch Group tried to cool the sometimes dangerously overheated market by reminding customers that the MoonSwatch is not limited, it would be sold online in due course, and that every customer who wanted one would eventually get it.
A recent round of interviews with Swatch Group CEO Nick Hayek appeared to reverse an earlier statement — made on its official Instagram channel — that MoonSwatch would be sold online, and he made the case that 2022 is a year when we should all be getting out of the house, away from staring at screens, and enjoying the physical shopping experience again.
MoonSwatch is only available in 110 Swatch boutiques worldwide and on no authorised e-commerce platforms.
Swatch is taking MoonSwatch to the people with the announcement that it is embarking on a MoonSwatch European tour.
“Summer is the time for travel, adventure, festivals and fun, and Swatch is taking a road trip that’s out of this world,” the company says.
A fleet of Fiat 500s have been customised in the colours of the 11 MoonSwatch variants, and are expected to be sent to the far flung corners of Europe.
A full list of dates and locations is yet to be announced. All Swatch has said so far is that the MoonSwatch summer tour starts today, July 12, at its headquarters in Biel, Switzerland.
A promotional image shows signposts to Germany, London, Greece, France, Portugal, Mykonos, Locarno, St-Tropez, Barcelona, Ibiza, Porto Cervo and Marbella.
Many of the tourist hot spots do not have Swatch stores, so this will be a first chance for some people to see and [hopefully] buy the watch.
Launched earlier this year, the MoonSwatch Collection pays tribute to the first watch on the moon, the Omega Speedmaster.
Each of the eleven models references a different planet or celestial body within the solar system.
I am really interested in getting the red & white moon watch but dont live near london. Is there anyway I get get one posted. I have been after this watch for ages but live in the midlands in the uk and want to get this my son for graduating, can you help in any way?