MoonSwatch is now more exclusive than a $13,000 Breguet or Blancpain

It’s more difficult to find the $250 MoonSwatch in stores than a $13,000 Blancpain Fifty Fathoms, as demand for the budget-priced timepiece collaboration between Omega and Swatch continues to outstrip supply.

Availability of the ceramic and bio-plastic watch is even “more exclusive than luxury brands such as Breguet, Blancpain or Glashutte Original”, Swatch Group, which owns a stable of watch brands at all price points, said in a statement accompanying its first-half financial results.

Exclusivity is the hallmark of Swiss independent watch brands such as Rolex, Audemars Piguet and Patek Philippe, with customers often forced to endure waiting lists lasting months or even years before they receive the call.

Now with the MoonSwatch collaboration, currently sold in just 110 Swatch boutiques around the world and with plans for a modest increase in distribution, Swatch has created a similar buzz and new breed of frustrated customer unable to obtain the watch they want.

Watches of the Bioceramic Moonswatch Collection by Swiss watchmakers Swatch and Omega are displayed in a window of a Swatch shop in Zurich, Switzerland. Reuters

“The stores are experiencing an incredible run of customers of all age categories and origins. Demand, which is increasing daily in the markets, currently far exceeds available product. Shortly after delivery, these products are already sold out,” Swatch said.

The MoonSwatch borrows key design elements from the Omega Speedmaster and caused a global retail sensation when it was unveiled in March.

The collaboration has also boosted sales of the Omega Speedmaster Moonwatch, which costs about $7,000 and is famous for being the first watch worn on the moon by US astronauts including Buzz Aldrin.

Swatch said Omega has been dealing with “supply shortages of the Speedmaster Moonwatch after a soaring increase in demand.”

Ten tax points to be aware of in 2026

1. Domestic VAT refund amendments: request your refund within five years

If a business does not apply for the refund on time, they lose their credit.

2. E-invoicing in the UAE

Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.

3. More tax audits

Tax authorities are increasingly using data already available across multiple filings to identify audit risks.

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Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.

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6. Further transfer pricing enforcement

Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.

7. Limited time periods for audits

Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.

8. Pillar 2 implementation

Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.

9. Reduced compliance obligations for imported goods and services

Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.

10. Substance and CbC reporting focus

Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.

Contributed by Thomas Vanhee and Hend Rashwan, Aurifer

MoonSwatch is now more exclusive than a $13,000 Breguet or Blancpain

Demand for the budget-priced timepiece continues to outstrip supply

Ten tax points to be aware of in 2026