If I said that two weeks ago that you could buy an Omega watch for $260, you’d have laughed me down the street. Founded in 1848, Omega is self-proclaimed as offering “standards of precision unlike anything else in the watchmaking industry”, “renowned for luxury” and “the spirit of excellence in every watch we make”. With an average MSRP of $6,200, purchasing an Omega watch used to be unattainable for many. Not anymore.
This week, Omega and Swatch introduced the Omega Speedmaster Moonwatch, but Swatchified, priced at $260. Instead of a stainless-steel case the MoonSwatch is made from Swatch's BioCeramic. There are 11 variations of the new MoonSwatch – 11 colorways – that each correspond to a specific planetary object. In creating this collab series, Omega and Swatch have basically created a 1:1 copy of the actual Omega Speedmaster Moonwatch. It’s a massive hit. I personally love the designs and colourways, watch enthusiasts have gone mad for it and it’s trending everywhere.
It’s a brilliant opportunity for watch enthusiasts who love the brand to get their hands on a really cool Omega (Yes, I’m calling it an Omega watch because it is) for a literal fraction of the price. Obviously there is a difference in quality, movement and materials used, but will the majority care?
It could mean further collaborations in future. Why not? And not just Omega. Any brand under the Swatch Group (Breguet, Blancpain, Glashütte, Longines etc.) could also collaborate with Swatch and introduce $200 luxury brand watches. This collaboration idea is not just limited to the Swatch group - brands under the Richemont group could also play.
It was announced that the MoonSwatch would only be available in select Swatch stores, but SwatchUK allegedly replied to a comment saying they will be for sale online in the near future.
Exciting. But perhaps maybe not for anyone that recently bought an actual Omega watch, especially an Omega Speedmaster Moonwatch. Obtaining a Speedmaster Moonwatch prior to this Swatch collaboration would cost around $6,500 MSRP, or approx. $5,800 in the secondary market. Granted, people will still want the real deal, but what if many would happily settle with a $260 Omega MoonSwatch and not be down by $6000?
It is simply speculation, but what could happen to the value of the Omega Speedmaster Moonwatch if demand is reduced, it competes with a genuine $260 option and watch marketplaces are flooded with Moonwatches who want to trade it for a MoonSwatch?
Don’t get me wrong, I love the MoonSwatch and am looking forward to getting one. I’m simply wondering if Omega have considered the possibility of a landslide in the value of Omega Speedmaster Moonwatches, and the repercussions of potential similar collaborations with other luxury watch brands.
I could be wrong; the MoonSwatch could be a great introduction for many aspiring watch collectors. The exposure and value of the brand could increase, temporarily driving up the demand, and thus value, of Omega Speedmaster Moonwatches.
Either way, I believe the Omega X Swatch MoonSwatch will prove to be an extremely significant event in the history of the watch industry.
What do you think? Let us know in the comments!
