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Swatch x Omega: Collectibles or successful marketing?

Swatch x Omega: Collectibles or successful marketing?

All in line for the new Swatch x Omega. This is what happened, just a few days ago, in many Italian cities, with rivers of people, especially young people, who waited all night, in line, to secure the last example of the iconic Swiss wristwatch company.

The absolute protagonist of this (successful) co-marketing operation is the new Bioceramic MoonSwatch, a reinterpretation by Swatch of Omega's greatest icon, the Moonwatch, made in a decidedly more accessible collaborative version of the original Speedmaster Moonwatch, supplied in 1969 to the crew members of the Apollo 11 mission, much coveted among collectors.

Made of bioceramic and with a launch price set at 260 euros, this low-cost design reinterpretation has reached, very soon, decidedly more important prices, especially on the second-hand online market.


It is well known that watches have always been a collector's item. Just as it seems clear that the collaboration between the brands of Omega and Swatch has generated, in our country, one of the most successful events of the so-called hype culture, or the tendency, typical of our consumer culture, to want to obtain the same object of desire at the same time.

However, it is really difficult to think that this wild race to grab a specimen of Swatch's new collection of bioceramic watches can actually represent a profitable investment over time for buyers, as is the case for example with brands such as Rolex, Patek Philippe or Audemars Piguet. This is mainly because the specimens put on the market so far do not represent a limited or a numbered edition, but rather what many have called a "controlled" launch of production.

When will you be able to go back to buying an Omega x Swatch Speedmaster MoonSwatch in stores? Soon, it would seem. Even online.

Have you already seen our selection of watches? Discover it now by clicking here

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