Ever since the MoonSwatch was first launched back in March 2022, triggering worldwide hysteria for the bioceramic Speedmaster homage, fans have been crying out for the watches to be sold online.
Now that wish has been granted, at least in the United States, where four versions of the chronograph have appeared with the yearned-for “add to cart” button.
Swatch.cn, the website for Swatch in China, has the same four models for sale.
The change in tactics was made without fanfare. Even Swatch’s US Instagram account failed to share the news.
Swatch has chosen four of the original references to sell online, the classic Mission to the Moon, the most faithful reproduction of the Omega Speedmaster Moonwatch; Mission to Mars, which is a nod to the desirable Speedmaster Alaska Project watch, the green and blue Mission on Earth and Mission to the Sun in yellow and white.
All four are priced at $270 online; an attractive offer since they are still routinely selling for over $350 on sites like eBay.
For the best selection of premium watch straps and accessories for your MoonSwatch, check out Wristbuddys
Swatch has not provided any information on whether, or when MoonSwatch watches will be available in other markets.
Robert-Jan Broer, founder of Fratello and arguably the editor closest to the MoonSwatch team, speculates that China and the United States may have been chosen as test markets because the number of Swatch stores are much more thinly spread in such vast countries.
The two greatest criticisms around the way MoonSwatches are sold is that ordinary customers cannot buy the watches because sharp-elbowed flippers have been first in line when any new stock appears.
This is related to the second comment criticism, which is that people do not want to travel across the country to Swatch showrooms across the United States that sell MoonSwatches, only to find out there are none in stock.
Swatch Group CEO Nick Hayek had previously said he wants the popularity of MoonSwatch to revive shopping in physical stores.