The MoonSwatch is a $260 hommage to Omega’s Speedmaster Moonwatch, the chronograph famous for being worn by NASA astronauts on the moon. And it just might be the hottest Swiss watch to launch in decades: 🎥: Swatch Group
The Swiss president, however, was out of luck. “We were pleased, but we told them, the only way that he can get the watch is if he sends someone from his office queueing and hoping that at the Swatch shop in Bern they can find it,” says Nick Hayek Jr., chief executive of Swatch Group, the world’s largest watch producer, which owns both the Swatch and Omega brands.
Hayek, a 67-year-old billionaire who drives himself to work in a Mini and has a pirate’s flag flying outside his office, prides himself on the fact that privileged access—a feature of the luxury watch world—is entirely absent with the MoonSwatch despite the intense demand. “It doesn’t help if you have deep pockets. The Patek Philippe and Rolex client, the Breguet client, the Richard Mille client, they all rang. They all want one. But even if you give us $10,000, it makes no difference.
But finding the MoonSwatch at any Swatch shop anywhere has been a question of luck, timing, and sheer endurance since its launch on March 26 to scenes ofNews had been dripped out gradually during the preceding week. On March 17, cryptic ads appeared in select newspapers with blank pages bearing the legend: “It’s time to change your Omega … Swatch” and “It’s time to change your Swatch … Omega.
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