It is bizarre, but true: there is more of a buzz around today’s launch events for a new MoonSwatch than there will be at Watches and Wonders for what Rolex, Patek Philippe, Tudor and TAG Heuer will introduce.
All eyes have been on Japan, which is the first city in the world for its reveal, and here we are, on the stroke of 9.30am, GMT, with what Swatch is giving us in the much-teased Moonshine Gold collection.
And here it is.
A new Mission to the Moon MoonSwatch (the black one made to look like the original Moonwatch, has a seconds hand coated with OMEGA’s Moonshine Gold.
That’s a real bit of gold veneer, which adds £43 to the price, taking it to £250.
And, according to Swatch, this special seconds hand has been produced exclusively during the full moon of February, and has a certificate that comes with the watch to prove it.
It is only available for purchase in Zurich, London, Milan and Tokyo on March 7th, and in other locations during the next full moon, so check your lunar calendars.
Customers hoping Swatch would change tack and sell the new or older MoonSwatches online will be disappointed, so expect the scrums at Swatch stores to begin again.
Swatch points out that the original Mission to the Moon MoonSwatch will still be on sale.
Not good for me being disabled can’t get any of the moon watches