Hundreds of shoppers line up in Dubai to be the first to buy a MoonSwatch

The timepiece was created in a tie-up between Omega and Swatch

Omega and Swatch’s MoonSwatch. The timepiece is available in 11 designs and colours inspired by the solar system. This one is called ‘mission to the moon’. Photo: Swatch Group

Latest: Dubai resellers offer Omega and Swatch’s Dh950 MoonSwatch for 20 times original price

Hundreds of shoppers queued in Dubai on Saturday to be among the first to own a MoonSwatch – a timepiece created in a tie-up between Omega and Swatch.

People lined up outside Swatch stores in Mall of the Emirates and The Dubai Mall, the only locations chosen in the UAE for the launch.

The MoonSwatch is a take on Omega’s classic Speedmaster and conceived to make the design more accessible.

It inspired by the solar system, with its available in 11 designs and colours named after the Sun, the Moon, Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, Neptune and Pluto.

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

The face is similar to that of a Speedmaster and features three sub-dials

Messages such as “enjoy the mission,” “dream big” and “fly higher” adorn the back, along with the name of the mission and picture of the planet the timepiece is inspired by.

They retail for Dh950 but are currently available only in Swatch stores in Dubai.

“The launch of the Bioceramic MoonSwatch Collection is an incredible success that exceeded all expectations,” said the UAE Swatch website.

“We would therefore like to remind you that there will be watches available in the selected Swatch Stores in the coming weeks as it is not a limited edition.

“For the moment, we have to update the purchase limit to one watch per person until further notice. We will revert back to two watches per person as soon as possible.”

Dubai was not the only place to experience queues. Some shops in the UK were forced to close after scuffles broke out during the queues.