Watchmakers Omega and Swatch joined forces to launch the Swatch X Omega Bioceramic MoonSwatch collection, and although only released on March 26, it has already completely sold out.
Priced at Dh960, the new collection, containing 11 different timepieces, was inspired by the US Apollo space programme of the 1960s and '70s, and was conceived as a homage to the Omega Speedmaster Moonwatch, the first watch worn by astronauts on missions to the moon.
Now, rethought and reimagined in conjunction with Swatch, the high street watch company, the new MoonSwatch collection is made from bioceramic, a material originally developed for space travel, that mixes two parts zirconium dioxide ceramic with one part bio-derived plastic, usually from bio-based castor oil. It is now used across a variety of industrial and medical processes, including bonding broken bones.
Each watch is named after a different planet in our solar system, carries the moniker “Mission to_” etched on the caseback, and nods to its namesake with colouring.
The Mercury watch, for example, is described as being a "tribute to the fast-moving winged messenger in deep grey,” while the Earth timepiece comes in blue and green, with the lugs in a mint tone, and the Velcro strap in navy blue. The full set of watches are the Sun, Earth, Moon, Mercury, Venus, Jupiter, Saturn, Mars, Uranus, Pluto and Neptune, and shift in colour from yellow (the sun) to a punchy red for Mars.
Of the 11, the Moonwatch is perhaps the closest to the space-race original, with a 42-millimetre case, steel grey finish and a black Velcro strap. Like the original, it has a hidden S for Speedmaster in the centre of the crystal glass.
All the watches have the hallmarks of the Apollo mission original, such as the white hands and subdials, the tachymeter scale, and the Omega signature “dot over 90” on the tachymeter bezel, and each watch has an image of its star or planet on the back, with the words "Reach for the Planets, Enjoy the Mission, Dream Big, Fly Higher, Explore the Universe" etched around the caseback.
Conceived as an entry point for those interested in both space exploration and timepieces, the Dh960 price is a snip compared to the Omega that inspired it. Today, the Omega Speedmaster Moonwatch starts at roughly Dh24,000, while the online portal Farfetch, for example, has an unworn Speedmaster Moonwatch Anniversary Series "Silver Snoopy Award" 42mm, for Dh139,717.
This collection marks the latest of a new trend of high/low collaborations, in which Dior joined forces with Nike on Air Force 1 trainers, Supreme tied up with Louis Vuitton on a line of clothes and accessories, and Balenciaga released a capsule collection under Yeezy Gap.
As stable mates — both Omega and Swatch are owned by the immense Swatch Group conglomerate — this new teaming makes sense, as it will draw in a new audience, while stirring up all-important social media traction. In an industry governed by strict protocols and guidelines, this unveiling is a daring new direction.
Launched on March 26, the collection was available to buy only at Swatch stores in Mall of the Emirates and The Dubai Mall, but has already sold out. Such was the hype around this launch, shoppers were camping out in front of the Dubai stores, as well as around the world. In the UK, the London store had to shut the doors after only 30 minutes because of dangerous overcrowding, while in Singapore and Australia, police were called to control the crowds.
In New York, there were queues around the block, an unheard of occurrence for something that isn't a limited-edition trainer.
Such is the frenzy, the watches are now popping up on resale sites for higher prices, with one spotted on eBay for $2,000 already.
In the UAE, the watches are being sold online for more than 20 times the original retail price. Hours after the launch of the MoonSwatch, the Dh950 timepieces were on sale for up to Dh20,000 on the Dubai-based online marketplace Dubizzle. Others were listed for Dh12,000 and Dh15,000.
This series is not limited edition, meaning that while shops and the official Swatch site have all sold out, that is only because the present stock has all been exhausted. More will be made, and shops will be restocked, although when is anyone's guess — perhaps not even Swatch figured everything would sell so quickly.
So unless bragging rights on having a first-round iteration is your thing, if you really want one, perhaps just sit tight and wait for them to come back into stores.
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A seller advertises the MoonSwatch for Dh20,000 – more than 20 times the Dh950 retail price – on Dubizzle. Swatch said the range is not a special edition and that more stock would be available soon. Photo: Dubizzle -
Large queues outside The Dubai Mall’s Swatch store on Saturday morning. Photo: Vnoy Som -
Many shoppers failed to get their hands on the new watch. Photo: Vnoy Som -
A token system to manage queues appeared to have been abandoned early on. Photo: Vnoy Som -
There are 11 colours in the range, including this one. Photo: Swatch -
Online demand has been significant since the launch was announced. Photo: Swatch -
In some websites, the collaboration watch is reselling for more than Omega’s original $6,800 Speedmaster. Photo: Swatch -
There are 11 colours in the range, including this one. Photo: Swatch
