Sometimes stories get a momentum of their own and nobody ever bothers to go back to check the facts.
Several strands of the MoonSwatch story are like this.
The scale of the worldwide hysteria overtook any forensic investigation into the launch, so hearsay became lore as debate raged across social and mainstream media.
Customers have voiced frustration at rationing of MoonSwatches at stores, with flippers seemingly more expert at getting their hands on limited supply.
Swatch Group called for patience by genuine customers that wanted to buy and wear the MoonSwatch, promising at the end of March: “We do our best to fulfill demand and we hope that anyone who is moonstruck by this Omega x Swatch collaboration will soon be able to lay their hands on one of these watches.
The group asserted that production is not limited, so supply would eventually catch up with demand.
Swatch Group went on to say that while the Bioceramic MoonSwatch Collection is not available “for the time being” for purchase online. “We remind you that it is not a limited-edition and will soon be available again in selected Swatch stores.”
This was taken to mean that, in time, Swatch would sell the MoonSwatch online, but that is not exactly what the statement says, and last month group CEO Nick Hayek hinted strongly that he may never go the ecommerce route for the Swatch x Omega collaboration.
In an interview with Fratello Watches, Mr Hayek says that MoonSwatch is only available in 110 Swatch boutiques worldwide and on no e-commerce platforms.
“There’s no emotion in online buying. It’s a carefully produced Swiss Made watch and not a commodity. After the whole world had to stay at home for two years because of covid, it was about time to celebrate and to bring the people back on the streets, meet together, and revive the brick-and-mortar stores,” he tells Fratello founder and editor-in-chief Robert-Jan Broer.
“The MoonSwatch is not about to make as much money as possible in the shortest possible time period. So why should we sell it online?” he adds.
Only 110 Swatch stores worldwide sold the MoonSwatch at launch, but it appears the success of the collaboration collection will lead to an expansion of the brick and mortar network.
“There are more Swatch stores opening in many places where today you have none, and they will start to sell MoonSwatches soon,” he reveals.
Terrible planning, terrible execution, and terrible truth telling. I’ll pass, deception and deceptive practices by SWATCH is a major turn off. Lost this customer, collector.
Well Mr Hayek has now given me a firm reason to not purchase one, the nearest store is a 4 hour round trip and they can’t even guarantee one being there?? “it’s a carefully produced Swiss made watch” why is it priced like a seiko then? “there is no emotion to buying online” why should it matter how I buy it? I buy a watch for the wearing experience rather than the experience of trying to purchase the thing
Bull! Some Swatch stores have closed! No Swstch store will open just sell those watches!
Sell them online D*ckhead your employees are just selling them on eBay for 2x.
It’s really not all that impressive of a watch anyways else I’d travel to get one.
Mr.Wacth just likes the attention. Be patient and buy one on eBay in 3 years when no one cares anymore.
Sick of companies price gouging customers and creating artificial supply shortages. Would have been better of not doing it so you just didn’t piss people of and act cras about it. Swatch ahaha Omega ya but they sure know how to make more ugly watches than not I have a seamster and never wear it.
To be honest I would be half embarrassed to rock the Swatch half of that watch LOL…
I am a lifelong watch fan.
I have no interest whatsoever in watches that are unavailable to buy.
I live in the North East of England and there is nowhere to buy MoonSwatch.
I also have no interest in lining the pockets of the so-called flippers.
For me Swatch have shot themselves in the foot.
The whole episode only makes me want to avoid Swatch altogether.
We’ll done
There’s no lockdowns but covid’s worse than ever in Australia. Plus there’s ONE shop here that stocks them in a continent sized country.
With only 2 locations in the entire UK (London & Edinburgh,) selling these watches it is ridiculous to expect the vast majority of potential customers to make the journey only to return home empty handed.
Hayek said: “There are more Swatch stores opening in many places where today you have none, and they will start to sell MoonSwatches soon,” he reveals. My question is: why cant the existing stores stock the watch, rather than wait for new stores to open?
Given that they will not be retailing online, why cant I at least pay for & reserve the watch online and then I’d be more willing to make a 400 mile round trip to pick it up?
Having read Mr. Hayaks statement, it appears to me that the MoonSwatch is being used purely as a marketing tool to increase footfall into his stores with zero consideration given to the collectors who have kept Swatch afloat for the last almost 40 years.
I love watches that I can afford! I’m up to 75. Different brands. Fossil, Invicta, bremont, dirsel
What about us enthusiasts that stay literally hundreds of miles away from the very limited stockists? 3 in the uk? Alienating their customers is not a smart move!
your all falling for market hype 101. Supply and demand. Sony & Microsoft do the same with consuls with great effect so Swatch are doing the same.