Omega x Swatch Moonswatch: A Masterclass in Marketing
Photo by PA Images
Firstly, even the title of this article is a demonstration of the marketing masterclass on show here.
Most would assume this was a collaborative effort between 2 titans of the industry. This however isn’t strictly true, although they are separate brands both are owned by the Swatch Group who have merely used this as an attempt to revive 2 brands fading into irrelevance.
On the 24th March 2022 Swatch announced the collaboration with Omega revealing the Bioceramic Moonswatch to the world. Immediately watch blogs, influencers and collectors alike lost their minds as this was seemingly unexpected from the two.
Launch day came and went, hoards of eager buyers lined the streets for days prior all hoping for a chance to purchase their 2 favourites out of the 11 models on offer.
After seeing the droves of people lining the streets for the Moonswatch the company made a statement. The first of many contradictions to the initial planned mass release and availability of the product, announcing that customers would no longer be given the opportunity to purchase 2 timepieces upon release, instead they would only be able to purchase 1 watch per person on opening day.
Even with the measures put in place by the Swatch Group they were still unable to meet the demand on opening day. The lines of people specifically in the UK grew unruly and the London store were closed almost before they even began. The release still went ahead internationally mostly without issue however the vast majority of those who were waiting were unsuccessful in obtaining a Moonswatch.
throughout the next few months the watches restocked sporadically giving many more a chance to to obtain one. There was however still some degree of difficulty with this and still is to this day. The stores are unhelpful, they let the same people purchase daily and clearly have selected clients to which they sell watches.
it seems Swatch have taken inspiration from the wider watch industry with artificial unavailability and selective distribution. None of which would have been a problem if the initial release plan was followed.
Although initially released In store they were always meant to be available online, to this day they still remain on the swatch website, however all hopes of an online release were crushed by swatch CEO Mr Hayek who stated they would never be available to purchase online.
The clear u-turn on the original release proposal from the Swatch group is the true marketing genius of this project. They built the initial interest by making an icon of the watch industry accessible to all, then step by step made the product inaccessible.
it’s simple human nature, we all want what is out of reach, the fact we are unable to buy them online or in store makes us want them more.
Going forward these watches will be available, it’s only a matter of time. The market prices have already started to tumble and in turn so will the numbers of eager flippers lining the streets in the early hours of the morning waiting for the stores to open.
Wether this project lasts in the long term it’s hard to tell, however the impact it has had not only on the watch industry but also pop culture. It’s given new life to a stale and dull industry whilst also enticing new people to collect and enjoy watches, hopefully for years to come.
