The real missed MoonSwatch opportunity…
Zach BlassAs we have come to expect from all things MoonSwatch, the teaser of an incoming in-group collaboration and its prompt unveiling dominated the horological airwaves of the week. In our coverage, we showcased just how much release fatigue the watch community appears to be feeling while acknowledging the masses may still have a hangry appetite for more. But, with a day or so to digest the new Mission on Earth MoonSwatch trio, I have come to realise Swatch and Omega may have missed a prime opportunity to launch five new variants sure to stir up a frenzy.
Omega has long been the timekeeping partner for the Olympic Games, with the 2024 Summer Olympics in Paris set to kick off on July 26th. Omega has made the most of this partnership over the years, with various Olympic-themed limited and special edition watches (they’ve released two for 2024 already, a Seamaster Diver 300M and a Speedmaster Chronoscope).
One set in particular was a group of five limited edition Omega Speedmasters, each inspired by the five colours of the Olympic rings, for the Tokyo 2020 Olympic Games. Whether directly inspired by this limited original launch, or in sharing a similar muse, it would seem a smart MoonSwatch move would be to create some Mission to Medals Olympic Games variants. Were I in the driver’s seat, I would have pushed for the launch of five MoonSwatch configurations inspired by either the five Olympic Games rings, or by five popular events that will be held during the festivities (swimming, track, etc.).
Apple once created special fabric Apple Watch straps, with their colours inspired by various national flags of participating countries, that were sold exclusively on the grounds in Rio. To make such a MoonSwatch release so regional and exclusive, while offering hype and rarity, would be likely too antagonising. So, I would propose a time-limited offering where ample watches are made and available for sale worldwide for the duration of the games.
Good idea or bad idea? With over a month until the 2024 Summer Olympics begin, there is still time for such a concept to be proven already in the works.
Hope you all have a wonderful weekend!
Zach and the Time+Tide Team
Watch meme of the week: even the memesters have had enough
View this post on Instagram
[insert copy here].
Wrist-shot of the week: SIR-penti
View this post on Instagram
I have long been a proponent of the ‘Bulgari Serpenti for Dudes’ movement (and dare I say a founding member). To be clear, men could totally wear existing configurations should they like to – anyone can wear a Serpenti. We all have the wrist for it, you just need the confidence, swagger, and style to pull it off. Ace Jeweler’s own Alon Ben Joseph shared a pic of his own take on the Serpenti stack, perhaps reigniting the discussion once more.
Time+Tide Shop pick of the week: Casio G-SHOCK MTG-B3000DN
Inspired by the galaxy, the mega-functional G-SHOCK MTG-B3000DN captures the nebula’s beauty with its gradated blue and purple ion-plated stainless-steel bezel and multi-coloured dial. The band features soft black urethane mixed with aluminium in four colours. Stainless steel components with blue and purple ion plating represent stars shining through nebulous clouds. At the same time, the MTG-B3000’s Dual Core Guard structure protects the module with a carbon fibre-reinforced resin case and metal components. The intricate stainless-steel case back also serves as the lugs and guards for the crown and buttons, resulting in a compact, slimmer timepiece. Using high-density mounting technology, Casio developed a new multi-function module, making the watch just 12.1 mm thick.
Discover the Casio G-SHOCK MTG-B3000DN in the Time+Tide Shop, either online or in our Melbourne Discovery Studio. Price: A$2,200, US$1,467.
Our favourite Time+Tide coverage of the week
Does the new Swatch x Omega MoonSwatch Mission on Earth solve the fatigue surrounding the collection?
With a rather quick turnaround, just four days after the teasers, Swatch and Omega unveiled a new MoonSwatch Mission on Earth trio that is set to hit stores on Saturday, June 15th 2024. But the lingering question that remains in the wake of recent social media feedback is whether this new launch is what the collection needed to reignite the seemingly waning MoonSwatch momentum. Zach offers his analysis here.
The new Louis Vuitton Escale is subtle and overt, all at the same time
Appropriately named the Louis Vuitton Escale Time-Only, this latest Escale will stand next to the new Tambour as a more premium yet essentialised take on Louis Vuitton’s new watchmaking direction. Find out more from Andrew’s visit to Louis Vuitton in the video above, or click here for our written review.
It’s aaaalive! The Time+Tide team picks defunct watch brands to bring back from the dead
While we’re currently enjoying a golden age of microbrands where it seems that new watch brands are being born every single week, many of the watch world’s most interesting brands are moribund; just waiting for someone to revive them. Breitling’s high-profile plans to revive Universal Genève as well as other recent revivals such as Vulcain and Nivada Grenchen had us thinking – what other watch brands would we like to see brought back from the dead?