Does the new Swatch x Omega MoonSwatch Mission on Earth solve the fatigue surrounding the collection?

Zach Blass

With a rather quick turnaround, just four days after the teasers, Swatch and Omega have just unveiled a new MoonSwatch Mission on Earth trio that is set to hit stores Saturday, June 15, 2024. Speed and pacing are not just relevant to the announcement, but also to the collection itself as we see a recurring theme of “MoonSwatch fatigue” amongst the watch community and its feedback on social media.

The original MoonSwatch has cemented itself in horological history as arguably the most massive watch launch of all time. The hype surrounding the collection and the attention it brought to watch collecting was both beneficial and, in some ways detrimental down the line. I have said before that such a massive debut could theoretically only lead to diminishing returns.

 

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We saw in our recent post ahead of the Mission on Earth unveiling that the majority of poll respondents expressed a sense of being tired of the MoonSwatch: that new configurations do not ultimately solve the availability issue some feel still plagues the range. We saw 46% of 590 respondents selecting the “who cares?” button in our initial poll, and the numbers didn’t get any better in our just-shared post-launch poll, with 40% out of 239 respondents (at the time of writing) saying they wouldn’t be purchasing any of the new models.

So, with some expressing they no longer want new MoonSwatch models and that Swatch and Omega need to review and refine how existing models are sold, is this new launch what the collection needed to reignite the seemingly waning MoonSwatch momentum?

Swatch x Omega MoonSwatch Mission on Earth details

Before I attempt to answer that question, what does the new Swatch x Omega MoonSwatch Mission on Earth collection offer? Largely, the element of novelty lies in its Earthly theme and source of inspiration. The three models are Lava, Polar Lights, and Desert, inspired by the beauty of volcanoes, the aura of the Aurora Borealis, and sand dunes. Swatch claims each of the colours are new and exclusive to the collection, and that the sub-dial details on all three are in honour of the Speedmaster Alaska Project II and III.

The Polar Lights model stands to draw the most attention, considering turquoise is an on-trend colour, and its dial has arguably the newest element to the overall MoonSwatch range: an aventurine glass-inspired sparkle. The Desert model, by my estimation, offers the least sense of newness, but the Lava stands to be the watch geek favourite thanks to its connection to the Speedmaster “Ultraman” collectors have a soft spot for. The watches are otherwise identical to the original series – quartz-driven, BioCeramic, Velcro straps, and so on.

 

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Back to the original question then: is this what the collection needed? The rather quick cadence of new MoonSwatch entries certainly has not left people begging for new designs. The collection launched with eleven models, followed by the monthly Mission to the Moon editions that largely just remixed the pattern of the central seconds hand. Therefore, it felt like those interested in the MoonSwatch were left with more of the same – both in regard to the aesthetics to choose between and the lingering availability issues.

When the Snoopy MoonSwatch editions arrived, the novelty of a newly introduced moonphase complication and its collectable character element felt like a step in the right direction: a genuine evolution; enough to distract (to an extent) from accessibility woes (although both Snoopy models have proven just as difficult to obtain, if not more so, than pre-existing MoonSwatch models).

Solving the accessibility problem

Based on the feedback I am seeing on social media, the more welcome development in the MoonSwatch saga, rather than new models, would be Swatch announcing that the existing MoonSwatch models are available for sale online. There are plenty to choose from already, and lots of consumers would likely become less antagonistic to the collection were they able to acquire the design of their choice. That being said, these three new models are attractive additions to the lineup. But as we see with any brand that introduces new unobtanium products, the online sentiment will sway negatively in frustration or envy.

Clearly, the launch of more configurations has benefitted Swatch, and despite sentiment, a worthwhile enough queue of buyers will line up for this new trio and generate significant revenue. What the Swatch Group will eventually have to wrestle with is whether generating revenue from rinsing and repeating was the right move in the long run? Would more staggered and diverse in-group collaborations be a better long-term strategy to maintain interest and momentum? I fear, should Swatch Group continue down this path, the fatigue expressed around these launches as of late suggests the MoonSwatch risks becoming Icarus and flying too close to the sun – leading the legacy to become a massive one-hit wonder and passing fad.

Then again, as this user in our comments notes, it is important to acknowledge the fatigue we see being expressed is largely, if not exclusively, within the niche bubble of the watch community. The MoonSwatch has positioned itself as a massive olive branch into the world of watch collecting with its irrefutable mainstream appeal. And there is nothing to suggest that aspect has necessarily changed…