Why the Omega X Swatch MoonSwatch hype was so massive - U$260 homage to the Omega Speedmaster borrowed from sneaker brand collabs

Around the world, people lined up for the US$260 MoonSwatch, a homage to the Omega Speedmaster – now selling for up to four times its price on resale sites

The collaboration’s launch is reminiscent of those involving streetwear or sneaker labels and high-end fashion houses, designed to generate buzz for both brands

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The US$260 Swatch homage to the Omega Speedmaster is selling for up to four times its retail price on sites like StockX.

Bloomberg

Published: 5:15pm, 4 Apr 2022

Among the top things that infuriate watch aficionados: replicas, fashion timepieces and battery-powered movements.

And yet, the US$260 Swatch homage to the Omega Speedmaster that debuted a week ago and caused shopping pandemonium checks all three of those snob boxes, making the collaboration an even more remarkable hit.

From London to Berlin to Melbourne, eager consumers snaked around blocks, lining up patiently or pushing and shoving to snag a timepiece that’s not even limited.

The buzziest and arguably most successful Swiss watch release in decades borrowed marketing and promotional techniques that – while novel to the staid world of Swiss watches – are well worn in the sneaker and fashion sectors.

The Bioceramic MoonSwatch collection by Swiss watchmakers Swatch and Omega. Photo: Reuters

So-called hype collaboration drops are old hat for brands including Nike, Adidas and Supreme that have teamed with high-end fashion houses ranging from Prada to Burberry to Balenciaga for collaborations that drive consumer buzz and create long lines at stores or traffic online when they land.