It’s odd that Swatch seems to think that what the MoonSwatch collection really needs to boost its desirability is rarer. When MoonSwatch launched on March 26, 2022, it created endless queues, with those at the front often setting up camp days before launch to make sure they could only get their hands on two items. items that Swatch had allowed them to buy – the company quickly reduced it to just one purchase per customer, in response to casual demand. MoonSwatch was never offered online by Swatch, nor did Swatch seriously expand its network of stores selling this high-demand product. In the months that followed, MoonSwatch managed to maintain at least a portion of the premium on resale, as customers still had to stumble across replenishments by blind luck — or bribe salespeople.
Swatch explains: “This particular seconds hand was produced exclusively for the full moon in February, as indicated in the certificate that accompanies the watch. It is available for purchase at very special locations in Zurich, London, Milan and Tokyo on March 7, and at other locations during the following full moon. It is unrestricted and not available online. Mission to the Moon with a special seconds hand will not replace Mission to the Moon.
And yet, here we are, with an even rarer MoonSwatch to get through them all. Once again, Swatch MoonSwatch Moonshine Gold will be limited to a select number of locations, with more likely to be added later. We can also see this as a test of how long the skinny modern consumer can last – an impressive feat of rope walking, the balance between high expectations high desire and alienation by consumers. Jean-Claude Biver himself once fondly recalled the incredible hype created by the new Swatch in the 1980s, so popular that consumers often upgraded to business class on flights just to have You can buy a Swatch when you shop on the plane. cart before others. And that was long before social media, the hype machine of our time, even existed.