In early 2022, shopping centres worldwide were packed with thousands of consumers as the unique collaboration between Omega and Swatch Group was released.
In an interview in July of that year, Swatch CEO Nick Hayek said the products would not be available online because they were carefully Swiss-made products and not commodities. He added that there was ‘no emotion’ in online shopping.
Now, four models - Mission on Earth, Mission to the Moon, Mission to the Sun, and Mission to Mars – are available online for consumers in the US and China.
“It's about time, honestly. But, given the roaring success of the initial launch in 2022, it does make sense why Swatch would have extended its run of in-person sales and the conveyor belt of limited variants,” writes Jonathan McWhorter of Hodinkee.
“At first, I was disappointed when the initial promise of online availability turned out not to be a reality. Overwhelming hype and ‘inability to meet’ production kept the once-promised MoonSwatch for the people just out of reach.”
He continues: “When you tap into this kind of demand, and let's face it, hype, as a business it's in your best interest to ride that wave until you hit the shore. That being said, there's certainly a risk of wearing out your potential consumers with a hard-to-get piece that was never meant to be so.”
In June of this year, three new additions to the MoonSwatch collection were released.
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