However, with collectible timepieces typically costing thousands of dollars, due to the intricate proprietary craftsmanship required and prestigious heritage, it can be challenging for watchmakers to slash prices so dramatically.
So, with the MoonSwatch range going at S$372 a pop compared to the original Omega version, which starts from S$9,000, it is no wonder the launch not only broke the internet, but had people coming out in droves all around the world, just for a (literal) fighting chance to get their hands on them.
The outpouring of interest in this collaboration is clearly excellent publicity for Omega and Swatch. MoonSwatch will likely go down in history as one of the most anticipated watch launches of all time.
NOT LIMITED EDITION – SWATCH’S SLY MARKETING PLOY?
Still, it would be remiss not to bring up how Swatch was somewhat disingenuous in their marketing. In the lead up to the launch, the brand emphasised that this range would be launched only at select boutiques around the world.
It was only after people became unruly – when they discovered that each store would not have sufficient stock for all who had stood in line – that Swatch was forced to issue clarifications on social media.
The MoonSwatch range was not actually a limited edition collection but would be restocked in time to come. Netizens may have mocked the crazed shoppers after the fact, but it’s little wonder fans had the impression the pieces were actually scarce.
Certainly, knowing that this is not a one-off launch would not have deterred the most FOMO (“fear of missing out”) individuals who simply must have bragging rights at being the first to slap this timepiece on their wrist. Just look at the queues that never fail to pop up at Apple each time a new iPhone model is released, even though we know full well these are hardly limited edition pieces.
Source: Channel News Asia