At the end of March, a real hype about a wristwatch broke out – and continues to this day. The “Moonswatch” not only inspires, it also frustrates. And that should continue for a while.
The “Moonswatch”, a comparatively inexpensive homage to the Omega Speedmaster, also known as “Moonwatch”, has been inspiring watch enthusiasts all over the world since the end of March. It is still a sensation that a manufacturer is launching an affordable version of its world-famous and extremely popular luxury watch. Because even if many don’t know this: Omega belongs to the Swatch Group, so it is a direct sister of Swatch – and Flik Flak, Blancpain, Glashütte Original and Longines.
The joy was huge when Swatch finally put the eleven sometimes motley watches in the shop window at a price of 250 euros each. At that time it was said: The sale of the coveted watches will initially begin in selected boutiques, but “soon” – or “at a later date” – they also want to start online. They also look the same: everything is theoretically prepared, only the button for the order is gray.
There will be no online sale
It was officially stated at the request of the star at the time: “The collection is currently not available online. We do not have any more detailed information about a planned online sale.” A clear no looks different, especially since, as I said, the tenor on social media suggested that it will only be a matter of a few weeks.
Nothing has happened until today. The availability of the watches is still insufficient, as the incessant queues in front of the Swatch shops indicate. This is also due to the fact that an annoying gray market has developed around the “Moonswatch” for customers and new deliveries quickly end up in the shopping bags of those who are only out for a quick buck. The surcharges on online marketplaces range between 100 and 400 euros, depending on the model. This is equally frustrating for honest customers and sellers. Some want to buy something, others want to sell it, but the goods are missing.
Meanwhile, the Swatch Group is pleased: CEO Nick Hayek informed the “Handelzeitung” that the “Moonswatch” is apparently running so well that a surprising number of people would choose the great model, the Omega Speedmaster. According to Hayek, sales in Omega stores have increased by 50 percent – and that with unit prices starting at 6,600 euros.
Apparently there is no reason for the group to change the situation. In an interview with the “Handelszeitung”, the CEO confirmed that no online sales would follow. And that’s what it says when asked again starwhen online sales will finally start: “Our official announcement from the start was that the Bioceramic MoonSwatch collection is not available online, but can be bought in around 110 Swatch stores worldwide.”
Pop-up shops and new stores instead of online ordering
It is questionable whether Swatch will be able to use alternative sales models to appease the sometimes frustrated customers – especially on social media. There it is said about posts that show a video of the production of the machine-made “Moonswatch”, for example, that one should finally stop advertising a product that customers cannot buy. Quote: “Why are you posting this? Stop it. Nobody can get the watch. The hype is over. Long gone.” Or: “Why does Swatch hate people who want to buy a ‘Moonswatch’? Completely ignore the comments for months and then post this crap.”
According to the “Handelzeitung”, the future sales strategy is as follows: new shops are to be opened in August in order to distribute the rush to the existing boutiques. There is talk of locations in Switzerland, Thailand, Malaysia and the USA.
In addition, Swatch goes on the so-called “summer tour”. Eleven color-coordinated Fiat 500s are to drive around, with which Swatch wants to set up mobile sales points in “unexpected places”. There, interested parties get a chance to buy the watch of their choice. The company left it open where exactly the cars that are to travel all over Europe from Switzerland will be parked.
source: PR,
Source: Stern
I am a 24-year-old writer and journalist who has been working in the news industry for the past two years. I write primarily about market news, so if you’re looking for insights into what’s going on in the stock market or economic indicators, you’ve come to the right place. I also dabble in writing articles on lifestyle trends and pop culture news.
