Sometimes stories get a momentum of their own and nobody ever bothers to go back to check the facts.
Several strands of the MoonSwatch story are like this.
The scale of the worldwide hysteria overtook any forensic investigation into the launch, so hearsay became lore as debate raged across social and mainstream media.
Customers have voiced frustration at rationing of MoonSwatches at stores, with flippers seemingly more expert at getting their hands on limited supply.
Swatch Group called for patience by genuine customers that wanted to buy and wear the MoonSwatch, promising at the end of March: “We do our best to fulfill demand and we hope that anyone who is moonstruck by this Omega x Swatch collaboration will soon be able to lay their hands on one of these watches.
The group asserted that production is not limited, so supply would eventually catch up with demand.
Swatch Group went on to say that while the Bioceramic MoonSwatch Collection is not available “for the time being” for purchase online. “We remind you that it is not a limited-edition and will soon be available again in selected Swatch stores.”
This was taken to mean that, in time, Swatch would sell the MoonSwatch online, but that is not exactly what the statement says, and last month group CEO Nick Hayek hinted strongly that he may never go the ecommerce route for the Swatch x Omega collaboration.
In an interview with Fratello Watches, Mr Hayek says that MoonSwatch is only available in 110 Swatch boutiques worldwide and on no e-commerce platforms.
“There’s no emotion in online buying. It’s a carefully produced Swiss Made watch and not a commodity. After the whole world had to stay at home for two years because of covid, it was about time to celebrate and to bring the people back on the streets, meet together, and revive the brick-and-mortar stores,” he tells Fratello founder and editor-in-chief Robert-Jan Broer.
“The MoonSwatch is not about to make as much money as possible in the shortest possible time period. So why should we sell it online?” he adds.
Only 110 Swatch stores worldwide sold the MoonSwatch at launch, but it appears the success of the collaboration collection will lead to an expansion of the brick and mortar network.
“There are more Swatch stores opening in many places where today you have none, and they will start to sell MoonSwatches soon,” he reveals.