Swatch has launched a European tour to take its MoonSwatch bioceramic watches to customers across the continent.
But the dates and locations of where the pop-up events will take place are shrouded in mystery.
As WATCHPRO reported yesterday, Swatch has acquired a fleet of Fiat 500s that have been customised in the colours of the 11 MoonSwatch variants, and are expected to be sent to the far flung corners of Europe.
One of those cars is due to arrive in the UK this weekend, WATCHPRO has learned, but details of where the car will be used in this country are a closely guarded secret controlled from Swatch HQ in Bien, Switzerland.
That information does shed a little more light on what customers are likely to see over the summer.
If individual cars are being sent to different countries — rather than the entire fleet doing a single tour of locations — there can be eleven-times more events running simultaneously across Europe.
Swatch is promising to have MoonSwatches available to buy at each pop-up.
The company has been criticised for selling the uber-hyped timepiece exclusively from 110 Swatch boutiques worldwide and not online, which would make the £207 watch far more accessible to the general public.
Swatch has provided a clue to the countries and tourist hot spots likely to see MoonSwatch events.
A promotional image shows signposts to Germany, London, Greece, France, Portugal, Mykonos, Locarno, St-Tropez, Barcelona, Ibiza, Porto Cervo and Marbella.
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.
Why have the tour go to London, when London is the only city in England where you can buy them now, when in stock.
Brilliant, go to the only place in England that is supposedly sells them!! What about the rest of the Uk?
London?? There’s a shop that sells them in bloody London… try Manchester you morons
Guess I won’t be getting me one of them then….
Shame, quite like ’em
What’s the fucking point of them touring in the uk if they stick to London where there’s already 2 stores. How about leads Manchester
Sheffield Liverpool Birmingham Leicester York nottingham