In a surprising turn of events, Swatch has finally decided to offer the highly popular Omega x Swatch MoonSwatch online—but only in the United States and China for now. As of September 4th, 2023, fans in these two markets can purchase the MoonSwatch directly through the Swatch website, a move that many have eagerly awaited since the collection’s initial release in 2022.
Limited models for now
The MoonSwatch, which caused a sensation upon its release, has been a coveted item since it first hit the market. The collection, inspired by the legendary Omega Speedmaster, saw massive demand worldwide, with long queues forming outside Swatch boutiques and enthusiastic collectors clamoring to get their hands on one. The exclusive in-store availability made it a global phenomenon, but it also left many fans disappointed, particularly those living far from Swatch boutiques or in regions where Swatch’s presence is limited.
The online sales, however, are limited to just four models of the original 11: Mission on Earth, Mission to the Sun, Mission to the Moon, and Mission to Mars. These are some of the most iconic pieces from the collection and remain fan favorites. It’s unclear whether Swatch plans to expand the availability of other models online or whether more countries will be included in the future.
Why only the U.S. and China?
The decision to limit the online sales to the U.S. and China is likely due to the vast geographical spread and the limited number of Swatch boutiques in these regions. Many customers found it challenging to travel to a boutique, and the online availability offers a practical solution. By catering to two of the largest markets globally, Swatch is ensuring that even those living far from major cities can finally have a chance to purchase a MoonSwatch without paying exorbitant secondary market prices.
The purchase experience
While fans can now finally click the “add to cart” button, there are a few things to note. First, Swatch is limiting online sales to one watch per customer per day, just as they do in stores. Additionally, due to the high demand, shipping might be delayed, a message that appears prominently on the Swatch website. Buyers are also required to sign in or create a Swatch Club account to complete their purchase.
The watches are priced at $270, matching the in-store price, and shipping is free. However, with the ongoing excitement around the MoonSwatch, it's safe to say that those interested should act quickly to avoid further delays or potential stock shortages.
What this means for MoonSwatch fans
For many, this is the moment they've been waiting for. The MoonSwatch’s in-store exclusivity was both a driving force behind its hype and a source of frustration. Now, with the online option available, it opens up new possibilities for collectors and fans who missed out earlier. However, it remains to be seen if Swatch will expand this option to more countries or include additional models in the online store.
The release of the MoonSwatch online marks a significant shift in Swatch’s strategy for this product. It’s a move that could reignite interest in the collection, which, while still popular, has seen a gradual decline in buzz after the initial frenzy of its launch.
What’s next for the MoonSwatch?
While there’s no word yet on whether Swatch will roll out online sales to more countries or offer the full range of MoonSwatch models, fans are hopeful. For now, U.S. and Chinese customers are the lucky ones, and the rest of the world will have to wait and see if this online availability expands.
Whether you’re a longtime fan of Omega and Swatch or just someone who has been intrigued by the MoonSwatch hype, this new chapter in the collection’s journey is an exciting one. If you’ve had your eye on one of “the classic four,” now might be the perfect time to snag it online—if you're lucky enough to be in the U.S. or China.
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