Swatch’s video marketing department is earning its fee in the presumed lead-up to the keenly awaited Snoopy version of the MoonSwatch.
A teaser campaign began at the start of the year with Snoopy howling at the moon, a signal that the next new moon would see the launch of a new MoonSwatch with the world’s most famous beagle on its dial.
Omega’s Speedmaster Moonwatch Snoopy watch has been one of its hottest launches of the past five years, so Speedy fans are just as excited as Gen-Z punters and queue-hogging scalpers about the potential launch.
Swatch finished a run of 12 MoonSwatch with MoonShine Gold chronograph hands dropping on the date of every new moon of 2023, so the following lunar event was expected to see another MoonSwatch appear.
That date passed, and all eyes are now set on April 8, the next new moon and — deliciously — the day everybody descends on Geneva for the Watches and Wonders jamboree — a show in which Swatch Group refuses to participate.
There is another theory doing the rounds, which would break the cycle of MoonSwatch models being launched at the date of a new moon.
Print adverts appeared last weekend showing a paw print on the surface of the moon and the date 26.3.2024.
There is no brand on the advertisement, other than with a copyright notice for Peanuts Worldwide LLC, the company that licenses Snoopy and other characters from the comic strip around the globe.
Omega already pays for the license to use Snoopy on its watches. Swatch will also be paying to use the character in its teaser campaign and we await to see when and how it is used on their watches.
It appears Swatch liberally borrowed from an original design from De Rijke’s Miffy. Cannot believe how much they copied.