In March of 2022, shopping centres worldwide were flooded with thousands of people trying to get their hands on the Omega x Swatch Speedmaster Bioceramic MoonSwatch collection.
Within days of the launch, Moonswatch products were sold online at second-hand sources for more than ten times the retail price.
From those early days of frantic purchasing, prices have since cratered, with research demonstrating that year-on-year, average prices in the opening quarter of this year declined by 5.5 per cent.
“While this will be welcome news for genuine fans and collectors of the many MoonSwatch models, who are far more likely to be able to walk into a Swatch store today and walk out with a watch, it may be a concern for parent organisation Swatch Group,” writes Rob Corder of WatchPro.
“Morgan Stanley estimates that the entire Swatch catalogue contributed just under 10 per cent of Swatch Group sales last year, but it accounted for approximately 90 per cent of the group’s rise in turnover.”
The initial excitement was generated because the product was a unique collaboration between Omega and Swatch. It was priced at $AU380 per watch – dramatically cheaper than other Omega Speedmaster products.
BIOCERAMIC MOONSWATCH COLLECTION
 |  |  |
| Featuring different colour schemes to celebrate the solar system, Swatch made sure to differentiate each model. |
|
Watch Video
More reading
Omega x Swatch chaos takes over Australian shopping centres
Aussie expansion: Swiss watchmaker opens new stores
Currency headache: Swatch Group reports strong sales
Luxury watch market approaching $100 billion milestone
Mixed reception to single-day MoonSwatch release
Swatch falls short of expectation despite MoonSwatch success
CEO concedes MoonSwatch madness could have been avoided
Swatch Group to steer clear of second-hand market
MoonSwatch won't be available online
Making sense of the Omega x Swatch chaos