Swatch has just announced the release of their latest product, the Swatch MoonSwatch Mission to the Moon timepiece, which features a captivating Moonshine Gold seconds hand. This new timepiece is essentially identical to the existing MoonSwatch Mission to the Moon watch, but with a striking twist of Moonshine Gold.
This latest release from Swatch is sure to capture the attention of watch enthusiasts and collectors alike, as the combination of the unique Moonshine Gold accent and the already popular Mission to the Moon design is sure to create an alluring aesthetic.
Swatch explains: “This special seconds hand has been produced exclusively during the full moon of February, as stated in the certificate that comes with the watch. It is available for purchase in very special places in Zurich, London, Milan and Tokyo on March 7th, and in other locations during the next full moon. It is not limited and not available online. The Mission to the Moon with a special seconds hand is not going to replace the Mission to the Moon.”
Artificial Scarcity
Swatch has done it again with the MoonSwatch collection, this time raising the bar of rarity to new heights with the MoonSwatch Moonshine Gold. It’s amazing how scarcity can increase the desirability of a product, and Swatch seems to have mastered this art. The launch of the MoonSwatch collection on March 26, 2022, resulted in long queues outside Swatch stores, with people camping out for days just to get their hands on one of the two pieces allowed per customer. This high demand led Swatch to reduce the purchase limit to just one per customer, but the hype only increased.
Interestingly, Swatch has never made the MoonSwatch collection available for online purchase. Nor have they significantly expanded the number of stores that carry it. As a result, customers still have to rely on luck or bribed sales staff to come across restocks of this elusive timepiece.
Despite its scarcity, the MoonSwatch has managed to maintain its resale premium over time, further fueling its exclusivity. And now, with the MoonSwatch Moonshine Gold, Swatch has pushed the limits even further. This watch is available only in select locations, with the possibility of more locations being added later. This move is undoubtedly a test of the limits of consumer demand and how much people are willing to go to acquire a highly desirable product.
Swatch has a long history of creating buzz around its products, dating back to the 1980s when the brand first launched. Back then, consumers were so eager to get their hands on Swatch watches that they would upgrade to business class on flights just to purchase them from the in-flight shopping trolley before anyone else. It’s incredible to think that this was all before the era of social media, which has since become the ultimate hype machine.
Moonshine Gold-coated Chronograph Seconds Hand
In 2019 Omega presented to the world the Speedmaster Professional Apollo 11 50th Anniversary timepiece. It was forged in a rare and exquisite metal called Moonshine Gold, an 18-karat alloy that contains 75% pure gold, 14% silver, 1% palladium, and less than 9% copper. The alloy imbues the gold with a pallid hue, but it also augments the durability of its color and sheen.
Since then, Omega has graced two additional Speedmaster models with this magnificent alloy in the year of our Lord two thousand and twenty-two. As an augmentation to the felicitous MoonSwatch partnership between Omega and Swatch, the latter company now adorns its chronograph seconds hand with the Moonshine Gold alloy.
The Moonshine Gold-coated seconds hand was painstakingly crafted on a single day during February’s full moon. The accompanying certificate emphasizes this short production run’s momentousness. Swatch has not divulged the quantity of hands produced, other than stating that it was probably insufficient. Nonetheless, the company proudly disclosed that the gold used in the manufacturing process was sourced from its very own certified refinery.
In addition to the exquisitely crafted Moonshine Gold-coated seconds hand, this timepiece comes with the aforementioned certificate, as well as a specially crafted golden box.
Final Thoughts
The original MoonSwatch was launched just about a year ago, and it created a buzz that not only directed attention towards the brand, but also left customers frustrated. Whether they were able to snag a piece from the shockingly low inventories or not, the launch left a lasting impression.
Fast forward to today, and we have the launch of the MoonSwatch Moonshine Gold watch, which is creating just as much excitement and curiosity. However, this launch is a bit scattered, with the product being released across four different locations in three different timezones. To make matters more confusing, there’s no information about, availability, or even images available on the official Swatch website. For now, the only place you can find information about the new product is on social media.
But what is this MoonSwatch Moonshine Gold watch all about, you might ask? Well, it’s a limited edition timepiece that was produced exclusively during the full moon of February. And whether it’s worth standing in line for or getting frustrated over the fact that it’s only available in certain cities, is something that each person has to decide on their own.
What we do know, however, is that the MoonSwatch Moonshine Gold watch follows the same recipe as its predecessors: taking something desirable from a big, flashy, and expensive luxury brand (like the Speedmaster name and aesthetic), and offering it at a much more affordable price.
As for the design of the watch itself, everything appears to remain unchanged from the MoonSwatch Mission to the Moon model on which the Moonshine Gold edition is based. The black dial with green lume, the 42mm-wide grey BioCeramic case, and the black strap all look identical between the two versions, except for the addition of 18kt gold in the Moonshine Gold edition.
So, how much will this limited edition timepiece set you back? Well, the price for the Swatch MoonSwatch Moonshine Gold is set at 275€. It may not be readily available for everyone, but for those lucky enough to get their hands on one, it’s sure to be a unique and coveted addition to their collection.
